This is the top of the page.
Your item was added to your wishlist. Your item was already added to your wishlist.

Preference Platinum Extreme Platinum Blonde Hair Dye

View all L'Oreal Paris Preference

Absolute platinum, lustrous shine
Reveal your inner blonde goddess with our new generation of extreme lightening technology, with up to 8 levels of lift. Keep colour and shine lustrous for weeks and protect against brassiness with our Brass-Defy Conditioner. Also with our exclusive High Shine Elixir.
Wit a luxurious fragrance to help enhance your lightening experience.

Our expert advice
"This Extreme platinum Blonde offers up to 8 level lightening power so it can even work beautifully on dark hair.''
Christophe Robin, Expert Colourist for L'Oreal Paris

Complete the look: Our model wears L'Oreal Paris Colour Riche Eyeshadow Palate in Nude Lingerie and Rouge Caresse Fashionista Pink 01.

Brass-defy conditioner
Enriched with cool colour tones to help protect against brassiness. Contains up to 6 weekly treatments.

Group IV: Lightening
Grey coverage: Not adapted for grey hair
Texture: Creme
Development time: 30 to 45 minutes

More Product Information
2 for £12 on selected LOreal Paris Preference
 Check store availability
 

Product Information


Absolute platinum, lustrous shine
Reveal your inner blonde goddess with our new generation of extreme lightening technology, with up to 8 levels of lift. Keep colour and shine lustrous for weeks and protect against brassiness with our Brass-Defy Conditioner. Also with our exclusive High Shine Elixir.
Wit a luxurious fragrance to help enhance your lightening experience.

Our expert advice
"This Extreme platinum Blonde offers up to 8 level lightening power so it can even work beautifully on dark hair.''
Christophe Robin, Expert Colourist for L'Oreal Paris

Complete the look: Our model wears L'Oreal Paris Colour Riche Eyeshadow Palate in Nude Lingerie and Rouge Caresse Fashionista Pink 01.

Brass-defy conditioner
Enriched with cool colour tones to help protect against brassiness. Contains up to 6 weekly treatments.

Group IV: Lightening
Grey coverage: Not adapted for grey hair
Texture: Creme
Development time: 30 to 45 minutes

Features

Up to 8 weeks of fade-defying colour
Lustrous day-1 colour and shine
Ultra-intense

Warnings or Restrictions

We advise, and it is stated on the product instructions, everyone should perform a strand test before dyeing their hair, even if they have used the product before, as that ensures they will achieve the right result

Product Specification

Lightening Powder: Formula No: 1113401, Potassium Persulfate, Sodium Metasilicate, Sodium Persulfate, CI 77891 / Titanium Dioxide, Silica, Kaolin, EDTA, F.I.L. Code: C54017/1,Lightening Creme: Formula No: 1113465, Aqua / Water, Cetearyl Alcohol, Ethanolamine, Propylene Glycol, Deceth-3, Laureth-12, Oleth-30, Lauric Acid, Glycol Distearate, Polyquaternium-22, Silica Dimethyl Silylate, Pentasodium Pentetate, Carbomer, Parfum / Fragrance, F.I.L. Code: C54016/1,Developer Creme: Formula No: 1071243, Aqua / Water, Paraffinum Liquidum / Mineral Oil, Hydrogen Peroxide, Cetearyl Alcohol, Steareth-20, PEG-4 Rapeseedamide, Tocopherol, Sodium Stannate, Polyquaternium-6, Pentasodium Pentetate, Phosphoric Acid, Tetrasodium Pyrophosphate, Hexadimethrine Chloride, Glycerin, F.I.L. Code: C41208/1,Brass-defy Conditioner: Formula: 1102469, Aqua / Water, Cetearyl Alcohol, Behentrimonium Chloride, Amodimethicone, Cetyl Alcohol, C12-15 Alkyl Benzoate, Isopropyl Alcohol, Hydroxyethylcellulose, Trideceth-6, Guar Hydroxypropyltrimonium Chloride, Linalool, Hexyl Cinnamal, Chlorhexidine Digluconate, Benzyl Alcohol, Citric Acid, Butylphenyl Methylpropional, Cetrimonium Chloride, Limonene, Geraniol, Amyl Cinnamal, Benzyl Benzoate, Hydroxyanthraquinoneaminopropyl Methyl Morpholinium, Methosulfate, Sodium Hydroxide, Parfum / Fragrance, F.I.L. Code: C54188/1,Hi-Shine Elixir: Formula No: 1089359, PPG-5-Ceteth-20, Helianthus Annuus Seed Oil / Sunflower Seed Oil, Parfum / Fragrance, Ethylhexyl Methoxycinnamate, F.I.L. Code: C48976/1,Please check back of pack for up to date ingredients

Size (1) Unit (EA) Height (15.9) Width (9.5) Depth (4.5)

Product code: 547358

Product Uses

STEP 1 – BEFORE COLOURING:
Remember to be colour safe and always do your patch test 48 hours before use, even if you have already used colouring products before.
Please follow the instruction leaflet and read the safety information.

STEP 2 – PREP:
Cover your shoulders with a towel and put on the gloves. Open the colouring bottle and pour it entirely into the developer bottle. Close with the applicator tip and shake it to obtain a completely even mixture. Twist off the applicator tip immediately to avoid bursting and damage from the product over flowing.

STEP 3 – APPLY COLOUR:
Part your hair into small, even sections and apply the colour. Refer to instructions for development time. Apply conditioner and then rinse thoroughly.

Delivery (United Kingdom)


NEW - Order & Collect in 30 min*FREE

Picked from store *during store opening hours

Don't want to leave the house? Once your order is confirmed you may be able to arrange for your order to be delivered from the store to your door with Stuart. Available to selected postcodes between 11am and 4pm. ** Delivery charges apply, check store opening times before booking


Order & CollectFREE

Order before 6pm - For delivery arriving in 3 - 5 days


Standard Delivery£3.00*

Order before 6pm - For delivery arriving in 3 - 5 days
- *Free for Health & Beautycard members when you spend £10 or more
- *Free for non-members when you spend £15 or more
- All other orders £3


Next day - Order & Collect£1.50*

order before 6pm - arrives within 24 Hour after 1pm
*Free with orders over £15


Next day - Delivery£5.50

order before 4pm - arrives within 24 Hour

Delivery (United Kingdom)

Third Party Delivery - Free with orders over £10

Despatched directly from our supplier, with delivery within within 5-7 working days. Sorry, we cannot Delivery this item to store for collection.

Republic of Ireland


Standard Delivery£3.00*

Order before 2pm - For delivery arriving in 3 - 5 days
*FREE for Health & Beautycard members when you spend £10 or more
*FREE for non-members when you spend £15 or more
All other orders £3


NEW - Order & Collect in 30 min*FREE

Picked from store *during store opening hours


Order & CollectFREE

Order before 2pm - For delivery arriving in 3 - 5 days

Sweden, Denmark & Finland


Standard DeliveryCurrently Unavailable

For more information on delivery options please click here.

Link to top of current page.
Link to display social media share links
Please wait...