This year, the legendary Loreal Preference has been re-launched with its brand new “secret” ingredient.

Loreal Preference has been on the market for 40 years.

This at home hair colour’s first advert launched Loreal’s renowned baseline “Because I’m worth it.”

This year, the legendary Loreal Preference has been re-launched with its brand new “secret” ingredient, High Shine Elixir.

This precious oil is added to the hair a few moments before application. The High Shine Elixir allows the hair colour to adhere better to the hair, therefore enhancing the final colour result and adding shine to your locks.

At the heart of the preference formula are the two exclusive colour precursors that have been patented by Loreal. Colour Precursors are small-sized colourless molecules that penetrate the hair fibre.

When acted upon by Amonia and Oxygen, via a process of oxidative condensation, they combine with one another and transform into larger colourant molecules that, because of their increased size, remain trapped in the hair, making the colour significantly more resistant to shampoo.

Now your colour can last up to 8 weeks!

Let’s talk colour…
There are 12 new shades available in the Loreal Preference line.

The colours come in a professional gel form, which ensures perfect coverage.

Each preference colour is paired with a tube of special colour conditioner that protects the hair fibres, further enhancing softness and shine, and contains UV screens and Vitamin E for added protection.

TREND ALERT!!!!
Loreal Preference Ombre Intense, the 1st at home Ombre Kit.

The Ombre trend has been BIG for the past 2 years. Loreal Preference brings your salon to your home in many different shades, so why not an ombre kit as well!

The ombre intense collection flirts with the extreme. For dark base tones or for a more intense shade, the colour statement of the season will be all about the contrast.

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