No one else seems to like this dye as much as me, but I would purchase this over and over! Over the last two months I have experimented with various colors and brands (read my reviews for the disastrous results). I was left with golden brown hair with much orange. Not happy. So I bought Preference Light Ash Brown as it looked a little darker on the box than my hair was at that moment, and I wanted to dye it darker to cover the orange. It was easy to apply, and although it wasn't as nice a formula as Excellence cream, it was still an ok product. Strong smell, but that dissipates after a few minutes. After washing off the dye and conditioning my hair, I was extremely happy with the result, even if it was unexpected. My hair had gone from orangy to a beautiful shimmery dark honey color. It had actually lightened my hair and removed all traces of orange and looked very natural and pretty. I was thrilled! I should know by now that every time I buy dye, the end result will be a lot lighter than the shade on the box. My hair was left in fantastic condition, shiny, silky and full of volume. I can't wait to dye my hair again next month! **UPDATE** It faded and went brassy after a week. Back to Clairol's Loving Care! continued >>
Yeah this colors your hair. But it turns brassy on me in a heartbeat. I consider it garbage. It gets rid of the gray. But it leaves your hair like straw. There are newer better products, try them. I'm done with Preference forever.
For the record, I might buy this product again, but I am planning on dying my hair only once more to my natural color, before I go gray.
The issue was that I bought the ultra-lift brown color, the ash color, and it was supposed to lighten my hair to an almost blonde color without much damage. Well, it was probably my fault for dying my hair as much as I did, but the color ended up sort of orangey and it damaged my hair so badly that I looked like I had been on a desert island for a month, my hair was so messed up. However, the regular shades that do not lighten so much are probably fine--I wouldn't know because I haven't used anything other than the ultra lift.
Foolishly, I used the ultra-lift again a year or two later, and it still damaged my hair, but not as much, because my hair was in better condition. The color however did not lift as much.
NO!!!!! I bought this in a dark brown shade (think Halle Berry) and it immediately made my hair almost black. Within a month it was reddish blonde and brassy as hell. Yes, you heard me. Black to reddish blonde. No. Never again.
Ok, afer having written a scathing review for this haircolor, I tried this again, in a different color, Light Beige Brown, and I have to say, the unbelievable natural color and grey coverage, make it worth the fumes!! I paid about $8 CND for this on sale, and it's just as good if not better than what I was paying ten times that in a salon. Definitely my HG and definitely will repurchase!!!
EDIT: Although this did end up fading a bit, I still like it. I tried a shade lighter this time, dark ash blonde, adn it's perfect, exactly like the color on the box. If you want true color as is shown on the box, stick to this brand. Plus, my hair feels like silk. The only drawback, and the plusses far outweigh the one minus, is the extreme fumes. My eyes did water, but the gorgeous color was worth every tear!
EDIT AGAIN!! Ok, I've found my HG. I finally found my perfect color, Natural light ash brown. Perfection. I followed the directions to a 't' and the coverage is incredibly even, incredibly natural looking, my hair feels amazing, and it even covered all the little greys in my part! I feel like I should go and buy every last box of this stuff while I can in case it's ever discontinued!!!! As I mentioned above, the color turned out exactly like the color on the box, not too dark as a lot of boxed colors turn out. And again, it did fumigate me to tears but honestly, the color is so nice, it's worth it!!
I keep my hair a few shades darker than it naturally is, so I re-dye every six weeks or so. I used this product's dark brown shade this time and was very happy. My only complaint is the amount of red undertones that seem to come with it. Still, if you want natural looking color then some red is probably going to be part of the package. The smell wasn't overwhelming, it rinsed out easily and it definitely left my hair feeling healthy and not at all damaged - the most important part of a hair color, in my opinion. It also came off my skin easily.
I can't find a review post started for this - surprising. I was using Garnier hair colour but found the colours too dark, flat and heavy - (see pix of me just before Preference) - eventually I ended up with colour way too dark and flat and had to lift the colour - I had decided to try Superior Preference in light Auburn after the lift - but it was too light so I immediately went over that with med Auburn #53 (all in one night!). After about a week of that I felt it was still too red for my skin tone so I called their help line and told the gal all the processes I'd just been through and what I wanted (a little bit darker, richer, less auburn overall. She suggest Med Brown (#65) - I used it just the other day (my hair colour is lasting way longer now thanks to Pureology so I had to wait until I was ready to recolour). I love the way it turned out - I still have auburn, but it's richer brown and I think it's very complimentary to my eye colour (I have two pix posted). I will stick with LOreal as long as I get these nice results and it continues to last as long as I care for it - forget trying to figure out Garnier. I will also continue to utilize their hot line. Fab...