Preference Platinum Ultra Platinum Blonde Hair Dye

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Ultra Platinum Blonde 8L
Copenhagen 8.1
Viking Light Ash Blonde
Iceland 7.1
Brasilia 3
Paris Natural Dark Brown 4.01
Palma Natural Brown 5
Rimini Dark Blonde 7
California Natural Blonde 8
Opera Light Brown 621
Siberia 912
Stockholm Light Pearl Blonde 10.21
Virginia Chestnut Brown 5.3
Bergen Light Beige Blonde 9.13
Florida Honey Blonde 7.3
Helsinki Light Ash Blonde 10.1
Ultra Platinum Blonde 8L
Lightest Natural Blonde 01 Lb02
Ultra Light Crystal Blonde 11.11
Mango Intense Copper
Deeply Wicked Black
Intense Deep Brown 4.15
Rose Gold Blonde
Gold Light Blonde
Napoli Black
Auburn Brooklyn 6.45
Close
Absolute platinum, lustrous shine
Reveal your inner blonde goddess with our new generation of extreme lightening tech...
2 for £16 on selected LOreal Paris Preference
£12.99 each £12.99 each
1433 Reviews
Ultra Platinum Blonde 8L
Copenhagen 8.1
Viking Light Ash Blonde
Iceland 7.1
Brasilia 3
Paris Natural Dark Brown 4.01
Palma Natural Brown 5
Rimini Dark Blonde 7
California Natural Blonde 8
Opera Light Brown 621
Siberia 912
Stockholm Light Pearl Blonde 10.21
Virginia Chestnut Brown 5.3
Bergen Light Beige Blonde 9.13
Florida Honey Blonde 7.3
Helsinki Light Ash Blonde 10.1
Ultra Platinum Blonde 8L
Lightest Natural Blonde 01 Lb02
Ultra Light Crystal Blonde 11.11
Mango Intense Copper
Deeply Wicked Black
Intense Deep Brown 4.15
Rose Gold Blonde
Gold Light Blonde
Napoli Black
Auburn Brooklyn 6.45
Close
Absolute platinum, lustrous shine
Reveal your inner blonde goddess with our new generation of extreme lightening tech...
2 for £16 on selected LOreal Paris Preference
How to get it
Order & Collect in 30 minutes
Ready for in-store pickup in just 30 minutes!

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

Warning 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

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.

<span class="pink"><strong>Order before 8pm</strong></span> - For delivery arriving in&nbsp;<span class="pink"><strong>3 - 4 working days</strong></span>.<br /><br />FREE Standard Delivery for registered <span class="green"><strong>Health</strong></span> &amp; <span class="pink"><strong>Beauty</strong>card</span> customers will be added at the last stage of check out. £20 minimum spend required. UK &amp; Ireland only.<br /><br /><span class="pink"><strong>Free</strong></span> for <span class="green"><strong>Health</strong></span> &amp; <span class="pink"><strong>Beauty</strong>card</span> members when you spend £20 or more.<br /><span class="pink"><strong>Free</strong></span> for non-members when you spend £25 or more.<br />All other orders £3

<span class="pink"><strong>Order before 8pm</strong></span> Monday - Friday for next day delivery (excludes English Bank Holidays). Orders placed between <span class="pink"><strong>8pm Friday and 8pm Monday</strong></span> will arrive on Tuesday.<!-- Orders placed on Saturday after 10am or anytime on Sunday will arrive by Tuesday-->

<span class="pink"><strong>Order before 8pm</strong></span> - Available to collect in-store in <span class="pink"><strong>3 - 4 working days.</strong></span><br /><br />We will email you when your order is available to pick up, please wait to receive an email before going to the store.

<span class="pink"><strong>Order before 5pm</strong></span> Monday - Friday (4.30pm in Northern Ireland) and collect next day in-store. Orders placed on Friday after 5pm, Saturday or Sunday will be available to collect by Tuesday.<br /><br /> We will email you when your order is available to pick up, please wait to receive an email before going to the store.<br /> <br /><b>Please note</b>: We are unable to offer this service to some of our stores in Highlands and Islands and some parts of Northern Ireland - <a target="_blank" href="/delInfo"><span class="pink"><b>click here</b></span></a> to see which stores. Please do not select this option for these stores.

Order online and collect from <span class="pink"><strong>30 minutes</strong></span> if your items are in stock in your chosen store (<i>* during store opening hours</i>) <br class="clear"> <p class="sdg-logisticslite"><span class="dg-logisticslite_bold">Quick Pick Up In-Store is Logistics Lite</span><br>meaning when you pick up instore you are helping us to reduce our emissions by reducing the number of deliveries we have to make to our customers across our logistics network

<span class="pink"><strong>Order before 8pm</strong></span> - Available to collect in-store in <span class="pink"><strong>3 - 4 working days.</strong></span><br /><br />We will email you when your order is available to pick up, please wait to receive an email before going to the store.

Your eGiftCard(s) will be delivered by email

<span class="pink"><strong>Order before 8pm</strong></span> - For delivery arriving in&nbsp;<span class="pink"><strong>3 - 4 working days</strong></span>.<br /><br />FREE Standard Delivery for registered <span class="green"><strong>Health</strong></span> &amp; <span class="pink"><strong>Beauty</strong>card</span> customers will be added at the last stage of check out. £20 minimum spend required. UK &amp; Ireland only.<br /><br /><span class="pink"><strong>Free</strong></span> for <span class="green"><strong>Health</strong></span> &amp; <span class="pink"><strong>Beauty</strong>card</span> members when you spend £20 or more.<br /><span class="pink"><strong>Free</strong></span> for non-members when you spend £25 or more.<br />All other orders £4.50

Your eGiftCard(s) will be delivered by email

Order online and collect from <span class="pink"><strong>30 minutes</strong></span> if your items are in stock in your chosen store (<i>* during store opening hours</i>) <br class="clear"> <p class="sdg-logisticslite"><span class="dg-logisticslite_bold">Quick Pick Up In-Store is Logistics Lite</span><br>meaning when you pick up instore you are helping us to reduce our emissions by reducing the number of deliveries we have to make to our customers across our logistics network <span class="pickup-delivery-info__pickup-details"> <hr /> <span class="pink"><strong>Don't want to leave the house?</strong></span> Once your order is confirmed you may be able to arrange for your order to be delivered from the store to your door with <img alt="Stuart" src="https://media.superdrug.com/medias/sys_master/images/h96/h04/9007972778014/stuart-logo/stuart-logo.png" class="sdg-stuartdeliveryicons" />. Available to selected postcodes between 11am and 4pm. (<i>Delivery charges apply, check store opening times before booking</i>) </span> <span class="pickup-delivery-info__links"> <a class="pickup-delivery-info__link" href="/stuart-delivery" target="_blank"><strong>Click here to find out how it works &gt;</strong></a> <a class="pickup-delivery-info__link" href="/store-finder#search-stores" target="_blank"><strong>Find out which stores we deliver from &gt;</strong></a> </span>