I used L'Oreal Superior Preference in Medium Ash Brown. I am new to dying my hair at home, but it was just getting too expensive because I really need to color every 4 weeks because of the grays. I first tried Clairol's Perfect 10 in light ash brown- which was good, but faded fast, had a little too much red, and did not cover my grays completely. This time I used L'Oreal and I couldn't be happier with the results. My hair is soft and shiny. Medium Ash brown is dark, but not black (which I was afraid of!), very close to my natural hair color, and has no red undertones. It is multi-dimensional color - not flat all. It also covered all my gray hair. I will definitely be using this again. (Consumer Reports also just released a review on hair color and Superior Preference ranked highly.)

Colour was amazingly exactly as promised. TL61 was great, hair turned out soft and not feeling damaged. Very pleased. It lightened my dark brown hair 3 shades as promised..

i read somewhere that this colour is the closest in quality to the one you get from the hairdresser (in my country), and i must agree. it is really really good, im using shade called antigua, really like this chocolate auburn or what it is colour. it doesnt damage my hair that much, smells quite nice (i like those chemical odours, cant help myself:-), colour is really nice and not so uniform, rather natural looking. it doesnt last that long, and i have that feeling that my hair tend to fall more, but im not sure if this colour is the cause. but i will definitely buy it again.

theres a lot of good things to say about this hair color. one of the not so good things about this hair color, that costed it a lipstick, is that the formula contains ammonia. The smell is awful. But the color is fabulous. I love the packaging of the conditioner as well, very easy to use. I use 6R, whichi s light auburn. my original hair color is dark brown with deep auburn highlights. So when i apply the color, rinse, blow dry, and flat iron, i get much more noticable brighter highlights, but it still looks very natural. I get more stares from people (women and men!) when i'm working or am at school. I have to say, although it smells of ammonia, i am really addicted to the color result. This is definitely a product i'm keeping in my beauty arsenal.

For highlights or all-over blonde, I go to the salon. But when I'm just looking to cover grays or enhance my natural (dark-brown) color, I prefer to do it at home. I had been using L'Oreal Excellence with okay results, but was dissatisfied with how flat the color seemed. Then one day I went to buy it and the store was out of the shade I use (5A Medium Ash Brown), so I picked up a box of Preference.

The difference, IMO, was dramatic. It really looked like a professional color job, with so much dimension and richness to the color. I've received numerous compliments on my hair color, which never happened when I used Excellence.

On the flip side, it really didn't cover my grays as well as Excellence does, so I just make a point to slather extra color on the grays & let it sit a few minutes longer. continued >>

When i was working in Norway, it was sooo expensive to get my hair coloured, so i decided to resort to home hair colour. I think Loreal colours is fantastic!!! Im asian so i have naturally black hair, so i usually buy any of their browns, Light or dark, whateva i feel like and whatever is on special.

The colour doesnt always come out exactly as the picture, usually on me it turns out darker but for me its still ok. Because its cheap i colour my hair about once a month. This month i did the "dark golden brown" (i think) and hooly dooly it turned out so nice!!! A glossy, shiny, dark brown that totally covered my previous highlights and colour. I have received alot of compliments on who does my hair!

when i was in norway i remember i always went with one of the paticulars colours (i cent remember the name) and it awlways turned out this nice brown. When i got back home, im more experimental. I think I have honestly gone through majority of the brown colours all with good results. Even the red ones have turned out ok. The only one that didnt work was a deep violet colour, after i did it, my hair was black again!

I have dyed my hair for over 5 years now spending heaps at the hairdressers, i woudl honestly say that loreal colours are just as good as salons. I always felt with salon colours, my colour would lose its shine and became tarned and brassy within a few 2 weeks, not to mention dried out and damaged. I notice the home hair colour lasts longer and the colour stays the same. My hair doesnt get as damaged as well.

Application is easy peasy and the solution isnt as drippy people say. If i feel there is some running down my ears, its usually because i put on too much at that area. You get alot of product, one bottle is more than ample for me. (hair length - mid boob! heheh). Smell, is comparable to salon preroxide smell and it comes out when you wash it. The conditioner they give you is EXCELLENT! makes your hair all soft and shiny. I wish they would just sell that conditioner in a big bottle. Also it is in large tube and can last you about 6 or more washes.

I highly recommend this product and would buy it again!

My hair stylist says that this is the best store brand to get because it is the closest to salon formula. I went from light dirty blonde to dark ash brown and it looked really great and lasted a long time. The huge color change did damage my hair, but that's my fault for going more than 3 shades darker. I tried Revlon and Garnier Nutrisse and they didn't give me the color it said it would, dried out my hair, and did faded quickly. I will always go to L'Oreal Preference for my hair color.

Ugh, well on the plus side my hair didn't fall out. But I used Medium Copper brown on my light-medium brown hair and it turned it super dark brown almost black. The color itself wasn't ugly and on the plus side, it didn't damage my hair at all seemingly. But I was really annoyed that the color showed up so different than what I expected. I only left it on for 15 minutes, thinking that it would show up too dark if I left it on for longer. On the plus side, it probably has pretty good gray coverage if it shows up so strong.

I like Superior Preference, but I feel like there are better products out there. Like the reviewer before me, I used Light Beige Brown once as well. It DID tone down my orange... but it faded dramatically in a couple washes, and some of the orange was back. I also used Light Auburn once, and the color didn't really look very natural (I feel like Clairol is better for natural reds).

It's not the worst product (it's less-damaging than Feria) but it's definitely not one of my favorites. I would, however, try another color IF it was on sale.

I used this in 6bb light beige brown. My hair is naturally a dark brown, with red undertones. I've been coloring it at home different shades of brown for a few years. This is my first time using Preference. My starting shade was a medium brown fading brassy. My already colored hair turned out darker than the color on the box and my roots were lighter. After a few washings the color evened out and was closer to color on the box. It's a very neutral brown, my red undertones are gone. I'm pleased with the results. I really just wanted to get rid of the red.


I'm glad I read the reviews on here first. I cracked a window and turned the fan on before I started. And the fumes were still overpowering at first.