Préférence can help you achieve the colour result you desire. Want fade-defying luminous hair colour? Our Préférence Core range is for you. Or perhaps you want to completely change the colour of your hair? Try one of our 14 new bold Préférence Vivids shades. Alternatively, our Préférence 9L Extreme Platinum Blonde can give you up to 9 Levels of lift whilst providing ultra-caring properties for up to 5x stronger hair*. How about trying our new Préférence Techniques range that can help you create a Balayage or Ombre look from the comfort of your own home, thanks to our 50 years of expertise? Find your shade below today!