I wanted this to work for me... But no bueno. I bought the shade RR04, Dark Intense Red. The box shows a beautiful dark red that I really wanted, but when I colored over my brown hair, all it did was tint it... And make my roots bright red. :/ The red tint is very pretty, but it's not what I wanted. And I definitely did not want bright red roots... Tomorrow, I will most likely color it dark brown to try and cover up the red halo-looking mess I have on my head. I'll stick with Revlon Colorsilk.

I used the darkest brown colour (Brasillia) on my hair a few days ago and it is amazing! I NEVER usually dye my hair at home because I feel as if the colour isn't as rich as when I get it done at the salon. The only times I coloured my hair at home, I used Garnier dye and the colour doesn't turn out rich and fades. I am extremely happy that I found a great hair dye for $17 compared to $140 in the salon. The instruction booklet is very clear (compared to Garnier) and comes with a large sized conditioner that you use once a week and lasts a month. I will just have to wait and see if it fades quickly.

Although I didn't get the ideal color, I was pretty pleased with this product. No nasty surprises, and my hair feels great.

I was looking to brighten/lighten my ever-darkening natural blonde color. With each child I've had, my platinum blonde has gotten darker. I also have white hairs coming in at my temples. My hair has been lifeless and dull and dishwater-y, and I was dying to brighten things up. According to a professional colorist my MIL is friends with, the white hairs would blend in better with highlights. I don't have the money or time (3 very young kids!) to maintain salon color.

After much research here, I went to CVS and picked up a box of Superior Preference in Lightest Beige Blonde. I was looking for a nice cool color. So on my 39th birthday, after everyone went to bed, I took the plunge and colored my virgin hair.

The instructions were very clear and easy to understand. I didn't think the smell was too bad, either. A test strand didn't show any color change, so I was wondering if I had a bad batch. I went ahead anyway. I left the color on a little less than the recommended 25 minutes. Maybe left it on 21 minutes. After a rinse and blow dry, I was pretty pleased. My hair felt silkier and fluffier and healthier by far!

The color is pretty close to my former blonde, although it came out with warm/red tones that I wasn't expecting. I really wanted a cool ash outcome. I'll be doing a little more research to see if I can fix that or how to avoid it in the future. Maybe if I had left the color in longer, the color would have come out lighter and cooler. (I was afraid to go too light, on my first try.) The color was pretty uniform and I felt that it looked fake. After another two shampoos, the color has settled and looks more natural to me. Since I only went one or two shades lighter, no one has noticed the change, which is what I really wanted -- not a drastic change, just a little brighter.

All in all, I was happy with my experience. Unlike many of the posters here, I have zero experience coloring my hair and it was a big leap for me. It was an emotional thing, and now that I've done it and gotten used to it, I'm kind of hooked. I can't wait to go a little lighter this summer!

I used the shade "Lightest Golden Brown" to try to reach my natural hair color which I haven't seen in eons. The color is a deadringer for my natural slightly strawberry blonde meets dirty blonde natural color! I will admit, the dye smelled rank! However, the dye was extremely inexpensive at my drug store and the results are astounding!

Comes with the real gloves- not the stuck to the paper awkward kind.

I will admit that I love the color result that I got from this product using Ultimate Black and it's lasted for a month now without any obvious fading but it was SO RUNNY that I made a complete mess using it. I've never seen a home hair color so runny, it just dripped everywhere. Because of that, I think I will try a different brand.

Good hair coloring brand just the smell is awful. I got the medium auburn to cover my light brown hair and the result was excellent. The color looked natural and my hair was shiny and soft after I used the conditioner. It's been nearly 3 weeks now and my color still retains just like the day I colored it. If the smell can be less offensive then it will be perfect.

I've been dying my hair for a long time. I don't think i really know my actual hair color. I almost always color my hair myself, but every once in a while, I'll think "I want an amazing color that'll last longer than what I do at home." Well, I'm done with salon coloring. In my experience, it's no better than the results that I get at home, and doesn't last any longer.

I've been using Superior Preference 7LA- Lightest Auburn (I think) for about a year now, and the color always turns out exactly how I want it. And compare $8 or so to the $70 plus tip that my salon charges for color. Please!

I'm always happy with the color, but as others have said, it is quite runny. Obviously, if you plan on coloring your hair, don't wear your Sunday best and do it over a white carpet. To avoid staining around the hairline and neck, put a little schmear of Vaseline on your skin- the color will just sit on top of it, and you can wipe it right off.

Plus, yeah, it stinks, but what do you expect? I've never found a haircolor that I can take a big whiff of and say "I wish my bathroom ALWAYS smelled like this!"

I've used L'Oreal Preference for many years. It seems to be richer and more moisturizing than other brands I've tried. I'm now using Light Amber Brown, a reddish brown. Instructions say to leave on 25 minutes, but I get better gray coverage by leaving it on 30 minutes. I also add a packet of Sweet 'n Low to the mixture. A colorist told me this makes the mixture less irritating and drying on the scalp.

I had a real mess on my hands due to chemotherapy doing a number on my "new" hair. I had always used medium ash brown to simply cover a few grays, what I did NOT expect was that my hair would grow back in SNOW WHITE!

Well, first I started with medium golden brown for the first coloring, thinking with the white hair I should try to go lighter. It was nice, but pulled a bit too much orange for me. The next time I colored, I used medium ash brown. For some reason, it just did not work on my white hair like it did on my somewhat gray hair.

Fast forward: went to Walgreen's and discovered the new "Decadent Chocolate" line. I found "light beige brown"....it was perfect, in every way! It evened out all of the orange and dark tones into a lovely, natural looking color. Obviously, the new white hair needed a new shade and I'm loving it.

There are 3 other colors in the collection, all darker so I doubt I'll try those but they look very pretty for those who want some deeper, richer colors.

I use the tube of conditioner twice a week, to insure I don't get dried out. It's a winner in all ways for me :)

I hate this hair color. Switched over from Clairol (only because I remembered which color I needed in Clairol by the picture on the box and they seem to have changed the picture - can't find my color!). Anyway, on to Loreal for root touchup (covered all hair as well). The smell was so strong I had to open the bathroom doors and poison the rest of the household with this toxic waste. It stang. After coloring, hair looked and felt like straw. But worst of all - I started shedding like a cat. I already didn't have thick hair to start with, so every clump I lost (literally, clumps), felt like I was bleeding ...
I fixed the shedding (those of you who have this problem due to hair color or any other reason, try this), by shampooing the toxic waste out the next evening, applied Queen Helene's Cholesterol hair treatment, and left it on all night. You can find this product in any drugstore - it works miracles. The shedding stopped, the color is still uneven and ugly. Needless to say, Loreal hair colors will not get a second chance on this hair!