L'Oréal Paris has launched its Preference range of permanent hair dye, marketed as a home‑friendly alternative that delivers up to nine weeks of glossy colour and 100% grey coverage. The line, featuring 14 new shades, is priced at £12.99 per box and includes a non‑drip formula, hyaluronic acid, vitamin E and UV filters.

L'Oréal Paris Preference promises nine‑week glossy colour

The brand advertises that each box provides up to nine weeks of colour longevity and luminous shine, a claim echoed by Daily Mail journalists who tested the product. According to the report, the oil‑in‑gel colour system coats each hair fibre evenly, reducing the typical streaking seen with cheaper dyes.

Fourteen new shades target summer makeovers

Consumers can choose from 14 shades ranging from ashy blondes to copper reds and deep blacks. The reviewer selected shade 4.15 Caracas Intense Deep Brown for a subtle depth boost on naturally dark hair,noting that the colour retained a reddish tint in sunlight—ideal for summer outings.

Ingredient blend claims to hydrate and reduce breakage

L'Oréal highlights the inclusion of hyaluronic acid, vitamin E and a High Shine Serum, asserting that these ingredients keep hair hydrated, nourished and protected from UV damage. The article cites a claim of up to 90% less breakage, though independent lab verification is not provided.

Cost comparison: £12.99 box versus salon pricing

At £12.99 per box, the Preference line is positioned as a budget‑friendly substitute for salon colour treatments, which typically run £50‑£100 per session.. The reviewer notes that a single box was sufficient for thick, long hair, eliminating the need for a second box that many other home dyes require.

Does the single‑use conditioner truly boost longevity?

The package includes a conditioner that the writer describes as “not single‑use,” a rarity among box dyes. However, the source does not provide data on whther this conditioner extends colour life beyond the advertised nine weeks, leaving the claim unverified.

Overall, the product appears to deliver on many of its promises, but connsumers should remain aware that the colour’s durability may still vary with hair type, exposure to sunlight and washing frequency.