Préférence Preference Cool Blondes 9.12 Very Light Ash Beige Blonde Permanent Hair Dye

Name: preference-cool-blondes-912-very-light-ash-beige-blonde-permanent-hair-dye
Brand: Préférence
SKU: 3600523947737
Availability: InStock

4.2 out of 5 stars. 136 reviews

preference-cool-blondes-912-very-light-ash-beige-blonde-permanent-hair-dye is rated 4.2 out of 5 by 136.

9-1-light-ash-blonde-permanent-hair-dye - 9.1 Oslo Viking Light Ash Blonde

01-very-very-light-natural-blonde-permanent-hair-dye - 01 Prague Very Very Light Natural Blonde

10-21-very-very-light-pearl-blonde-permanent-hair-dye - 10.21 Stockholm Very Very Light Pearl Blonde

11-11-ultra-light-cool-crystal-blonde-permanent-hair-dye - 11.11 Venice Ultra-Light Cool Crystal Blonde

1 Black Permanent Hair Dye - 1 Napoli Black

21 Bangkok Blue Black Permanent Hair Dye - 21 Bangkok Blue Black

3-0-dark-brown-permanent-hair-dye - 3.0 Brasilia Dark Brown

4-013-refined-brown-permanent-hair-dye - 4.013 Paris Refined Brown

4-15-intense-deep-brown-permanent-hair-dye - 4.15 Caracas Intense Deep Brown

4-26-pure-burgundy-cool-violet-purple-permanent-hair-dye - 4.26 Tuscany Pure Burgundy Cool Violet Purple

5-0-light-brown-permanent-hair-dye - 5.0 Bruges Light Brown

5-21-cool-iridescent-light-brown-permanent-hair-dye - 5.21 Florence Cool Iridescent Light Brown

5-3-light-golden-brown-permanent-hair-dye - 5.3 Virginia Light Golden Brown

6-21 Zurich Cool Iridescent Very Light Brown Permanent Hair Dye - 6.21 Zurich Cool Iridescent Very Light Brown

6-45-intense-copper-auburn-red-permanent-hair-dye - 6.45 Brooklyn Intense Copper Auburn Red

7-0-blonde-permanent-hair-dye - 7.0 Vienna Blonde

7-23-dark-rose-gold-brown-permanent-hair-dye - 7.23 Bali Dark Rose Gold Brown

7-3-golden-blonde-permanent-hair-dye - 7.3 Florida Golden Blonde

74-mango-copper-red-permanent-hair-dye - 74 Dublin Mango Copper Red

8-23-medium-rose-gold-blonde-permanent-hair-dye - 8.23 Santorini Medium Rose Gold Blonde

8-light-blonde-permanent-hair-dye - 8 California Light Blonde

9-13-very-light-ashy-golden-blonde-permanent-hair-dye - 9.13 Baikal Very Light Ashy Golden Blonde

9L Extreme Platinum Blonde Permanent Hair Dye - 9L Extreme Platinum Blonde

p11-cool-black-permanent-hair-dye - P11 Manhattan Cool Black

preference-cool-blondes-7-1-ash-blonde - 7.1 Iceland Ash Blonde

preference-cool-blondes-8-1-light-ash-blonde-permanent-hair-dye - 8.1 Copenhagen Light Ash Blonde

preference-cool-blondes-912-very-light-ash-beige-blonde-permanent-hair-dye - 9.12 Siberia Very Light Ash Beige Blonde

Preference Le Blonding 11-21 Ultra Light Blonde - 11.21 Ultra Light Cool Pearl Blonde

10-1-very-very-light-ash-blonde-permanent-hair-dye - 10.1 Helsinki Very Very Light Ash Blonde

Color

Product details

Luminous cool blondes full of reflects. The translucent gel formula gives your hair a blonde shade with luminous cool reflects and intensifies the natural nuances of your hair colour.

What is Préférence Permanent Hair Dye

Are you looking for long-lasting beautiful permanent hair colour?

Try L'Oréal Paris Préférence, our most premium colouration experience, recommended by *9/10 women.

The non-drip formula gently coats the hair fibre, for up to *9 weeks of long lasting hair colour and intense shine.

*Rich & luminous permanent colour, infused with High Shine Serum, Vitamin E and UV Filters, for up to *100% grey coverage, *90% less breakage, and nourished hair.

Get more from your permanent hair dye, no appointment needed:

Oil-In-Gel Colour, our highest grade dyes for a beautifully rich and multidimensional colour.
Non-Drip Developer Cream, ensures optimal fibre adherence for perfect colour and coverage.
Shine-Protect Conditioner, to help preserve your day 1 colour & shine, while protecting your hair from environmental aggressors.

Born in the 1970’s, Préférence has over 50 years of creating at home hair colour proven to give you a fade defying- multi-tonal colour result. The iconic ‘You’re Worth It’ tagline was created for Préférence 50 years ago and still to this day remains at the heart of the brand.

Key Benefits Of Préférence Permanent Hair Dye

Rich Luminous Fade-Defying Permanent Hair Colour.
*Up to 9 Weeks of Colour Longevity and Intense Shine.
*Up to 100% Grey Coverage Hair Dye.
*Up to 90% Less Breakage.
Premium Colouration Experience with High Shine Serum, Vitamin E and UV Filters.
Suitable for All Hair Types & Textures.

*Consumer test 393 women.
*Instrumental tests.

Usage

How to Apply Permanent Hair Dye

It’s simple! Familiarise yourself by reading the instructions and conduct a patch test 48h before use. Follow these 3 easy steps:

Use gloves and pour colouring into the developer bottle and shake to mix.
Apply colour and leave on for the recommended time.
Rinse out and follow with Shine-Protect Conditioner to help preserve day 1 colour & shine.

For a more detailed guide on how to apply hair dye, follow these instructions:

1.PREPARATION
POUR THE COLOURANT GEL (1) INTO THE DEVELOPER CREAM BOTTLE (2). NEXT, POUR THE SHINE OIL INTO THE DEVELOPER CREAM BOTTLE (2). REPLACE THE APPLICATOR CAP AND MAKE SURE IT IS SECURE. SHAKE THE BOTTLE UNTIL THE MIXTURE IS FULLY COMBINED. ONCE THIS IS COMPLETE, TWIST OFF THE APPLICATOR TIP TO AVOID THE BOTTLE FROM BURSTING.

2.APPLICATION
BEFORE APPLICATION, WET AND TOWEL DRY YOUR HAIR – DO NOT WASH IT.

OPTION 1 – FULL HEAD – FOR HAIR THAT HASN’T BEEN COLOURED IN THE PAST 3 MONTHS.

APPLY MIXTURE ALL OVER THE HEAD. APPLY THE COLOUR MIXTURE TO YOUR ROOTS AND GREYS FIRST. NEXT, USE THE APPLICATOR TIP TO HELP SEPARATE YOUR HAIR INTO SMALL, EVEN SECTIONS AND APPLY THE MIXTURE ON YOUR LENGTHS AND SPREAD IT ALL OVER YOUR HAIR.
MASSAGE THOROUGHLY. MASSAGE THE MIXTURE ALL THROUGH YOUR HAIR UNTIL IT IS FULLY SATURATED. LEAVE IN FOR 30 MINS.

OPTION 2 – COLOUR TOUCH UP – FOR HAIR THAT HAS BEEN COLOURED WITHIN THE PAST 3 MONTHS IN A SIMILAR SHADE.

APPLY ON ROOTS. APPLY THE COLOUR MIXTURE TO YOUR ROOTS. USE THE APPLICATOR TIP TO HELP SEPARATE YOUR HAIR INTO SMALL, EVEN SECTIONS, AND THEN MASSAGE. LEAVE IN FOR 20 MINUTES.
APPLY ON LENGTHS. APPLY THE COLOUR MIXTURE TO YOUR LENGTHS. LEAVE IN FOR 10 MINUTES.

NEVER KEEP ANY UNUSED MIXTURE: DISPOSE OF THE PRODUCT DOWN THE DRAIN IMMEDIATELY. IN CASE OF SKIN CONTACT, CLEAN WITH DAMP COTTON.

3.RINSE AND NOURISH

3. RINSE. POUR WARM WATER ON YOUR HAIR AND MASSAGE GENTLY. RINSE THOROUGHLY UNTIL WATER RUNS CLEAR.

4. APPLY SHINE PROTECT CONDITIONER. SPREAD THE SHINE PROTECT CONDITIONER (3) ALL OVER YOUR HAIR AND MASSAGE GENTLY. LEAVE IN FOR 2 MINUTES. USE ONCE EVERY WEEK.

For more information, please visit our becoloursafe website.

Ingredients

Préférence Permanent Hair Dye Ingredients

1285105 T – COLOUR GEL: AQUA / WATER • PEG-4 RAPESEEDAMIDE • ALCOHOL DENAT. • DECETH-3 • PROPYLENE GLYCOL • AMMONIUM HYDROXIDE • LAURETH-5 CARBOXYLIC ACID • DIPROPYLENE GLYCOL • HEXYLENE GLYCOL • POLOXAMER 338 • OLEYL ALCOHOL • m-AMINOPHENOL • 2-AMINO-3-HYDROXYPYRIDINE • HYDROXYBENZOMORPHOLINE • HYDROXYETHYL-3,4-METHYLENEDIOXYANILINE HCL • 6-HYDROXYINDOLE • THIOGLYCERIN • TOLUENE-2,5-DIAMINE • AMMONIUM THIOLACTATE • N,N-BIS(2-HYDROXYETHYL)-p-PHENYLENEDIAMINE SULFATE • T E T R A SODI U M G LUTAMAT E D I ACE TAT E • OCTADECY L DI-T-BUTYL-4-HYDROXYHYDROCINNAMATE • CITRIC ACID • ERYTHORBIC ACID • 2,4-DIAMINOPHENOXYETHANOL HCL • PARFUM / FRAGRANCE. (F.I.L. Z70036959/1).

1190015– DEVELOPER CREAM: AQUA / WATER • HYDROGEN PEROXIDE • CETEARYL ALCOHOL • SODIUM SALICYLATE • TRIDECETH-2 CARBOXAMIDE MEA • PHOSPHORIC ACID • CETEARETH-25 • TETRASODIUM ETIDRONATE • TETRASODIUM PYROPHOSPHATE • GLYCERIN. (F.I.L. C202321/2).

1217043 A– SHINE PROTECT CONDITIONER: A Q U A / WAT E R • CETEARYL ALCOHOL • GLYCERIN • BEHENTRIMONIUM CHLORIDE • CANDELILLA CERA / CANDELILLA WAX • AMODIMETHICONE • CETYL ESTERS • ISOPROPYL ALCOHOL • TOCOPHERYL ACETATE • SODIUM PCA • PHENOXYETHANOL • ETHYLHEXYL SALICYLATE • TRIDECETH-6 • CHLORHEXIDINE DIGLUCONATE • LIMONENE • CAMELINA SATIVA SEED OIL • LINALOOL • BENZYL ALCOHOL • BENZYL BENZOATE • GERANIOL • CETRIMONIUM CHLORIDE • CITRONELLOL • HEXYL CINNAMAL • AMYL CINNAMAL • PARFUM / FRAGRANCE. (F.I.L. C232981/1).

*Disclaimer: Please see back of pack for the latest ingredients list

*Please be aware that ingredient lists for products in our brand are updated regularly. Please refer to the ingredient list on the product package for the most up-to-date list of ingredients to ensure it is suitable for your personal use.

Tap & Try

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Safety Information

HAIR COLOURANTS CAN CAUSE SEVERE ALLERGIC REACTIONS

Read and follow instructions.

This product is not intended for use on persons under the age of 16.TEMPORARY “BLACK HENNA” TATTOOS MAY INCREASE YOUR RISK OF ALLERGY.

Do not colour your hair if:
• you have a rash on your face or sensitive, irritated and damaged scalp
• you have ever experienced any reaction after colouring your hair
• you have experienced a reaction to a temporary “black henna” tattoo in the past

IGNORING AN ALLERGY CAN BE LIFE-THREATENING.
You must conduct an ALLERGY ALERT TEST 48 hours before each time you colour even if you have already used colouring products before. So remember to buy the product 48 hours in advance. (Read and follow the instruction leaflet). In case of any reaction or when in doubt consult a doctor before using any hair colour product. “Developer” contains hydrogen peroxide. “Hair colourant”contains: phenylenediamines, phenylenediamines (toluenediamines), resorcinol, ammonia
• Wear the gloves supplied in the box.
• Avoid contact with eyes. Do not use to dye eyelashes or eyebrows.
• Rinse the eyes immediately and thoroughly if the product comes into contact with them.
• Rinse hair well after application.

Wait at least 2 weeks after using a relaxer, a perm or a straightening process on the hair. Do not use if your hair has been coloured with henna or with a progressive hair colourant. Keep out of reach of children.

FOLLOW THE INSTRUCTION LEAFLET
Please refer to the ingredients on the bottom of the pack.

FAQs

1.What is permanent hair colour?

Permanent hair colour is a long-lasting hair dye that penetrates the hair fibre to It’s a more lasting colour change, offering durable results and full grey coverage.

2.Is permanent hair colour really permanent?

Yes. Permanent hair colour is designed to last until new hair grows in, though vibrancy may gradually fade over time due to washing and environmental exposure. We recommend using a colour-protect shampoo to preserve colour and shine.

3.What is the best permanent hair colour?

The best permanent hair dyes deliver long-lasting colour, high shine, and reliable grey coverage while caring for the hair fibre, like our L’Oréal Paris Préférence range, which is formulated with High Shine Serum, Vitamin E and UV filters.

4.What is the longest lasting hair colour?

Permanent hair colour is the longest-lasting type of hair dye, with Préférence offering up to 9 weeks of colour longevity and shine.

5.Does permanent hair colour damage hair?

When used correctly, permanent hair colour can minimise damage. Préférence is infused with High Shine Serum, Vitamin E and UV filters to help reduce breakage and nourish hair.

6.What is a good permanent hair dye?

A good permanent hair dye provides consistent colour, fade resistance, shine, and grey coverage, while respecting the hair fibre – key benefits of Préférence.

7.How long does permanent hair dye last?

Permanent hair dye lasts until hair grows out. Préférence maintains colour longevity for up to 9 weeks.

8.How often can you use permanent hair dye?

Permanent hair dye is typically used every 6 to 8 weeks, depending on hair growth and regrowth visibility.

9.How does permanent hair dye work?

Permanent hair dye uses a colour gel and developer to open the hair cuticle, allowing pigments to penetrate the fibre and create a long-lasting colour change.

10.How to remove permanent hair dye?

Permanent hair dye cannot be fully washed out. Lightening or colour-removal products are required, or the colour can be grown out and recoloured.

11.How to colour hair permanently?

To colour hair permanently, choose a permanent hair dye colour, mix the colour gel and developer, apply evenly to roots and lengths, leave for the recommended time, then rinse and condition.

12.Difference between semi permanent and permanent hair dye?

Semi-permanent hair dye coats the hair surface and fades gradually, while permanent hair dye penetrates the hair fibre for long-lasting colour and grey coverage.

Reviews

Rating Snapshot

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84 reviews with 5 stars.

26 reviews with 4 stars.

7 reviews with 3 stars.

4 reviews with 2 stars.

15 reviews with 1 star.

Overall Rating

4.2

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Average Customer Ratings

Value for money, 4.6 out of 5

Texture, 4.6 out of 5

Fragrance, 4.5 out of 5

Moisturising benefits, 4.6 out of 5

Customer Images and Videos

Filter Reviews

1 to 8 of 136 Reviews

1 – 8 of 136 Reviews

1 out of 5 stars.

Extremely disappointed

24 days ago

Just used this on my light golden blonde hair. Beautiful colour on the box pictures, showing end results. My hair has turned out Dingey Grey, it's awful and nothing like the expected or advertised colour. It's awful. Have used this product for years with good results until now. Don't do it! Have to wait a couple of weeks now before I can get rid. I won't be using this product.

No, I do not recommend this product.

Originally posted on boots.com

5 out of 5 stars.

Beautiful cool Ash

a year ago

I have been using this product for a while now and it’s my favourite. The colour does develop at a darker tone but once developed and hair is blown dried it’s beautiful and cool. I notice some disappointed reviews and to note this colour will most likely not work for you if you have white/ heavily bleached /naturally greying hair or prefer a warmer blonde tones - this product does significantly lighten your hair. The colour on the box is slightly on the pinky tone which I don’t think is the exact hue most will achieve but that would solely depend on how this colour will develop on your own hair as this naturally hugely influences the outcome. As for myself I am naturally blonde and this gives me great option is changing the tone of my hair seasonally.

ProsHigh quality, Durable

Yes, I recommend this product.

Helpful?

Value for money, 5.0 out of 5

Texture, 5.0 out of 5

Fragrance, 5.0 out of 5

Moisturising benefits, 5.0 out of 5

1 out of 5 stars.

Not what it shows on the box

a year ago

What a disaster! My hair is turning gray and is white at the front. I wanted to get an allover look and judged by the colour choices on the box, I decidied with this one would give me the colout tones I wanted. To start with the coulrant started to turn dark brown after 10 minutes on my hair and got continually darker until I finally panicked and washed it off. Then cam the blue anti brass treatment which had to be left on for 5 minutes. I was hoping this would remove the mousey brown tinge. Welll something happened. I now have dry, dull, steely, gray hair with a purple tinge total disaster.

No, I do not recommend this product.

Helpful?

Value for money, 1.0 out of 5

Texture, 1.0 out of 5

Fragrance, 1.0 out of 5

Moisturising benefits, 1.0 out of 5

3 out of 5 stars.

Very ashy and the toner made the colour dark

a year ago

Very ashy compared to how it used to be. Left my hair quite dark

No, I do not recommend this product.

Originally posted on boots.com

1 out of 5 stars.

If you want lilac grey hair use this

a year ago

I bought this. My hair is almost white naturally. The purple stuff at the end was really thick and because your is more absorbent after dyeing it absorbed so much. My hair is grey now, not beige blonde. I washed again the next day and still grey , now do not use that purple conditioner, use a normal one. I’m so annoyed it’s like a lilac grey colour now Rubbidh!

No, I do not recommend this product.

Originally posted on boots.com

5 out of 5 stars.

Love this colour!

a year ago

Yes it can turn your hair a little purple or grey especially on areas that a a little dry, but it washes to an amazing brass free colour. I use it every time I colour my hair, sometimes I colour the roots and don't run it through the rest. I always leave the conditioner and keep it for back up if it goes brassy in-between which it never does. It's the only brass free colour I have found I would hate it to go due to bad reviews.

Yes, I recommend this product.

Originally posted on boots.com

1 out of 5 stars.

RUINS YOUR HAIR

a year ago

Nothing like shown on picture. I had some warmth to my roots, so I thought it being a cool tone it would tone them down. Did the opposite and turned the rest of my hair so dully with patches of purple and blue tinge.

No, I do not recommend this product.

Originally posted on boots.com

1 out of 5 stars.

Devastated

a year ago

This now is a new formula, it now burns my head and the colour is not as it has been for years! Absolutely gutted now with the result! No treatment oil in the pack and less ml I have noticed! Very upset with this product and may have to buy from another range!

ConsLow quality

No, I do not recommend this product.

Helpful?

Value for money, 2.0 out of 5

Texture, 3.0 out of 5

Fragrance, 2.0 out of 5

Moisturising benefits, 1.0 out of 5

1 – 8 of 136 Reviews

Next Reviews

Reviews

Rating Snapshot

Select a row below to filter reviews.

84 reviews with 5 stars.

26 reviews with 4 stars.

7 reviews with 3 stars.

4 reviews with 2 stars.

15 reviews with 1 star.

Overall Rating

4.2

Review this Product

Select to rate the item with 1 star. This action will open submission form.

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Average Customer Ratings

Value for money, 4.6 out of 5

Texture, 4.6 out of 5

Fragrance, 4.5 out of 5

Moisturising benefits, 4.6 out of 5

Customer Images and Videos

Filter Reviews

9 to 38 of 136 Reviews

9 – 38 of 136 Reviews

2 out of 5 stars.

Disappointing result

a year ago

I really liked the colour on the box, however the colour is nothing like the illustration & the result is a dull purple grey. Very disappointed. Will not use this again.

ConsNot durable

No, I do not recommend this product.

Helpful?

Value for money, 1.0 out of 5

Texture, 2.0 out of 5

Fragrance, 2.0 out of 5

Moisturising benefits, 2.0 out of 5

1 out of 5 stars.

Dirty Greyish patchy colour

2 years ago

Hair went a dirty patchy grey after using this, I blame the purple shampoo it comes with. The colour went dull and just looked absolutely awful. I have used Loreal for a few years this one though will stay on the shelf! Wasnt happy at all, had to stay indoors and the redye it ruined my hair

No, I do not recommend this product.

Originally posted on boots.com

1 out of 5 stars.

Won't use again

2 years ago

This turned my light blonde hair to a very dark purple grey

No, I do not recommend this product.

Originally posted on boots.com

5 out of 5 stars.

Great product

2 years ago

Great colour and much better than other brands for a true colour that’s on the box

Yes, I recommend this product.

Originally posted on boots.com

1 out of 5 stars.

Great if you want to be Mrs Slocombe!

2 years ago

Put on almost white hair. Awful it came out purple even without the conditioner! Nothing like what they suggest it should look like. Have used preference for some 50 years and never had such a bad result. Avoid at all cost.

No, I do not recommend this product.

Originally posted on boots.com

4 out of 5 stars.

Nice subtle colour.

2 years ago

Nice colour , not identical to the box but I used it to take away the brassiness of the peroxide I had put on previously and it worked like a charm.

Yes, I recommend this product.

Originally posted on boots.com

1 out of 5 stars.

Worst hair colour I've used

2 years ago

Before using this hair colour my hair had already been lightened a few months before. Mid lengths to ends were a light ash blonde and my roots which had grown through were dark blonde. After using this my hair darkened to the worst dirty grey ash blonde so I've had to use another haircolour to cover it up. I've been home colouring my hair for years and this had got to be the worst result I have ever had.

No, I do not recommend this product.

Originally posted on boots.com

5 out of 5 stars.

Great hair colour easy to use a bit pearly great

2 years ago

Great colour, easy to put on beware the conditioner a bit blue on drying

Yes, I recommend this product.

Originally posted on boots.com

5 out of 5 stars.

Great looking hair colour.

2 years ago

It has taken me until now to have tested this product as my hair over the winter was quite dark.I am now back being blonde. This product is a lovely shade of blonde and does not have a brassiness colour. Leaves hair in good condition.I would definitely use this colour again.

Helpful?

Value for money, 5.0 out of 5

Texture, 5.0 out of 5

Fragrance, 5.0 out of 5

Moisturising benefits, 5.0 out of 5

1 out of 5 stars.

Will never buy this hair dye again

2 years ago

Having died my hair light blonde for many years I thought I would try Loreal Preference 9.12 as I liked the look of this colour and it wasn't far off my colour. It came with a purple anti brassiness mask. My hair went steel gray all over with what looked like a purple rinse! I have had to re dye with a different make with a dark blonde to try cover it. It is still bad but it is more acceptable for me to go to work tomorrow! I will never get a Loreal hair dye again. I will stick to the other brand.

No, I do not recommend this product.

Originally posted on boots.com

5 out of 5 stars.

Cool blonde

3 years ago

The translucent gel formula gives your hair a blonde shade with luminous cool reflects and intensifies the natural nuances of your hair colour. Discover the unique cool blondes of Préférence with light-reflecting dyes, for a luminous and sophisticated colour.

ProsHigh quality

Yes, I recommend this product.

Helpful?

Value for money, 5.0 out of 5

Texture, 5.0 out of 5

Fragrance, 5.0 out of 5

Moisturising benefits, 5.0 out of 5

4 out of 5 stars.

Great but none are as light as they claim

3 years ago

Preference is great, but none of the colours are as light as the photo and description. Choose a lighter colour than you're looking for, if you are choosing blonde. Covers grey well. Don't forget to use the purple mask if you ten to go brassy.

Yes, I recommend this product.

Originally posted on boots.com

5 out of 5 stars.

Good

3 years ago

Nice product, but your hair should be light blond. Good and useful package. Easy to apply. Nice smell. Not so strong like I was expected. Not etchy for sculp. Doing it job like it shows .not damaged hair so much but i use a lot of masks and oils on my hair.

ProsHigh quality

ConsNot durable

Yes, I recommend this product.

Helpful?

Value for money, 4.0 out of 5

Texture, 4.0 out of 5

Fragrance, 4.0 out of 5

Moisturising benefits, 4.0 out of 5

5 out of 5 stars.

Beautiful colour

3 years ago

I absolutely love this colour. Its a really cool blonde and came out with an almost silvery ash colour. It was really easy to follow instructions and the purple conditioner really set the colour in nicely. My hair felt really well conditioned afterwards.

ProsHigh quality

Yes, I recommend this product.

Helpful?

Value for money, 5.0 out of 5

Texture, 5.0 out of 5

Fragrance, 4.0 out of 5

Moisturising benefits, 5.0 out of 5

1 out of 5 stars.

Turns your hair grey

3 years ago

Does not come out the right colour at all! Wanted to darken my hair a little since I'm normally bleach blonde, however this just turned my hair grey, very disappointed.

No, I do not recommend this product.

Originally posted on boots.com

5 out of 5 stars.

Non-brassy colour bright blonde

3 years ago

Nice wintery look with this cool blonde shade. This non-brassy hair dye was easy to apply and left my hair feeling smooth and silky, the ends are not dry. This is the lightest I had my hair so far, and the colour nicely contrasts my winter wardrobe.

ProsHigh quality

Yes, I recommend this product.

Helpful?

Value for money, 5.0 out of 5

Texture, 5.0 out of 5

Fragrance, 5.0 out of 5

Moisturising benefits, 5.0 out of 5

1 out of 5 stars.

Worst hair dye i have ever used

3 years ago

Rubbish my hair was already blonde its has turned my hair brassy and purple on ends it is by far the worst hair dye i have ever used

No, I do not recommend this product.

Originally posted on boots.com

4 out of 5 stars.

Beautiful icy blonde.

3 years ago

This is a lovely shade of icy blonde perfect for winter. The formulation is easy to use and non drip. The scent isn’t too bad either which is great for a hair dye! Overall a great product which I would recommend.

ProsHigh quality

Yes, I recommend this product.

Helpful?

Value for money, 4.0 out of 5

Texture, 4.0 out of 5

Fragrance, 4.0 out of 5

Moisturising benefits, 4.0 out of 5

4 out of 5 stars.

New hair colour

3 years ago

This was a lighter colour than I would usually use. Very happy with the results. Easy to apply. Hair felt soft and conditioned after use. Hair looks shiny and glossy. Would recommend and would use again in preference to usual hair dye

Helpful?

Value for money, 4.0 out of 5

Texture, 4.0 out of 5

Fragrance, 4.0 out of 5

Moisturising benefits, 5.0 out of 5

5 out of 5 stars.

Lovely shade.

3 years ago

Comes with everything you need to color hair at home. Left my hair feeling and looking soft and shining. Very please with outcome. Smell isnt too strong. Very quick and easy home hair dye. Very good coverage.

ProsHigh quality

Yes, I recommend this product.

Helpful?

Value for money, 5.0 out of 5

Texture, 5.0 out of 5

Fragrance, 5.0 out of 5

Moisturising benefits, 5.0 out of 5

5 out of 5 stars.

Amazing Hair Colour

3 years ago

Best Hair dyes going, I gave this to a friend,as I'm jet black. She said it was so easy to use. Easy to follow instructions, kit was easy to use too. Amazing results, so vibrant and soft. She was really pleased me.

ProsHigh quality

Yes, I recommend this product.

Helpful?

Value for money, 3.0 out of 5

Texture, 5.0 out of 5

Fragrance, 5.0 out of 5

Moisturising benefits, 5.0 out of 5

5 out of 5 stars.

Amazing

3 years ago

I absolutely love the colour. My hair looks so healthy and shiny. Very easy to use and amazing result. I haven’t had it on for long enough to check how it lasts. It I have never been disappointed by L’Oréal hair dye.

Yes, I recommend this product.

Helpful?

Value for money, 5.0 out of 5

Texture, 5.0 out of 5

Fragrance, 5.0 out of 5

Moisturising benefits, 5.0 out of 5

4 out of 5 stars.

Ease of use

3 years ago

Found the instructions clear and easy to follow the simple steps . It was easy to apply and only 30 mins for solution to work Left my hair feeling so soft and manageable. I feel I didn’t choose the perfect colour as I’m quite dark . But did blend in my greys well and next time I,ll go for a darker shade , But overall a great product that works really well and great results

ProsHigh quality, Durable

Yes, I recommend this product.

Helpful?

Value for money, 5.0 out of 5

Texture, 5.0 out of 5

Fragrance, 5.0 out of 5

Moisturising benefits, 5.0 out of 5

4 out of 5 stars.

Very light blond

3 years ago

This new hair colour from Loreal comes with everything what is needed for a very easy and quick home application. The frangrance is nice enough and the results quite pleasing with smooth and very shiny hair.

ProsHigh quality, Durable

Yes, I recommend this product.

Helpful?

Value for money, 4.0 out of 5

Texture, 4.0 out of 5

Fragrance, 4.0 out of 5

Moisturising benefits, 5.0 out of 5

5 out of 5 stars.

Lovely shade.

3 years ago

I loved this shade. Product left my hair feeling and looking soft and shiny. Easy to use and covered the gray hairs at the side of my face.Smell is not too bad. Purple mask is great. Will buy in future.

ProsHigh quality

Yes, I recommend this product.

Helpful?

Value for money, 5.0 out of 5

Texture, 5.0 out of 5

Fragrance, 4.0 out of 5

Moisturising benefits, 5.0 out of 5

4 out of 5 stars.

Hair needs prep before use

3 years ago

This hair dye was easy to use however as I had very little time to review the product the colour I ended up with did not quite resemble the box colour. I dye my hair frequently to cover greys and this leaves it a bit brassy so to prepare for this colour I had intended to lighten my hair for the best result. The product was late in arriving and I had already been asked twice to leave a review. When I was advised I would lose my place in labellefamille I decided to use it quickly. The end result on my dyed dark blonde hair turned out dark blonde! The purple hues in the dye did dampen the brassy tones slightly, I will probably buy the colour again to use when my hair has been prepared for it.

ProsHigh quality

ConsNot durable

Yes, I recommend this product.

Helpful?

Value for money, 4.0 out of 5

Texture, 4.0 out of 5

Fragrance, 4.0 out of 5

Moisturising benefits, 4.0 out of 5

3 out of 5 stars.

Will only work on light blonde hair

3 years ago

Unfortunately my hair colour was too dark for this colourant. As far as colourants go it smelled bearable and didn’t stain the skin. Before colouring your hair I’d recommend doing a patch test first. I’d be trying different shade next time.

Helpful?

Value for money, 4.0 out of 5

Texture, 5.0 out of 5

Fragrance, 3.0 out of 5

Moisturising benefits, 3.0 out of 5

3 out of 5 stars.

Not for me

3 years ago

Didn’t really give my hair an even coverage I have dark roots and an ombré colour on ends and thought this would highlight the colour however it didn’t give an even colour…it was easy to use and left my hair feeling soft and smelt ok

ProsHigh quality

ConsNot durable

Yes, I recommend this product.

Helpful?

Value for money, 5.0 out of 5

Texture, 5.0 out of 5

Fragrance, 5.0 out of 5

Moisturising benefits, 5.0 out of 5

3 out of 5 stars.

Good product

3 years ago

This was really easy to apply and the Instructions are very clear. However I found the formula a little runny so it dripped slightly. The coverage was good and the end results were ok. The colour was quite fresh and shimmery.

ProsHigh quality

Yes, I recommend this product.

Helpful?

Value for money, 3.0 out of 5

Texture, 3.0 out of 5

Fragrance, 5.0 out of 5

Moisturising benefits, 4.0 out of 5

5 out of 5 stars.

Worked so well

3 years ago

Gorgeous colour, has really helped my hair to shine. Looks lovely and have had lots of compliments. Will defo be buying this colour again. Got rid of all my greys, so fantastic results! Would recommend!

ProsHigh quality, Durable

Yes, I recommend this product.

Helpful?

Value for money, 5.0 out of 5

Texture, 5.0 out of 5

Fragrance, 5.0 out of 5

Moisturising benefits, 5.0 out of 5

9 – 38 of 136 Reviews

Rated 1 out of 5 by Sandra from Extremely disappointed Just used this on my light golden blonde hair. Beautiful colour on the box pictures, showing end results. My hair has turned out Dingey Grey, it's awful and nothing like the expected or advertised colour. It's awful. Have used this product for years with good results until now. Don't do it! Have to wait a couple of weeks now before I can get rid. I won't be using this product.

Date published: 2026-04-24

Rated 5 out of 5 by Clairice from Beautiful cool Ash I have been using this product for a while now and it’s my favourite. The colour does develop at a darker tone but once developed and hair is blown dried it’s beautiful and cool. I notice some disappointed reviews and to note this colour will most likely not work for you if you have white/ heavily bleached /naturally greying hair or prefer a warmer blonde tones - this product does significantly lighten your hair. The colour on the box is slightly on the pinky tone which I don’t think is the exact hue most will achieve but that would solely depend on how this colour will develop on your own hair as this naturally hugely influences the outcome. As for myself I am naturally blonde and this gives me great option is changing the tone of my hair seasonally.

Date published: 2025-05-05

Rated 1 out of 5 by Horrified from Not what it shows on the box What a disaster! My hair is turning gray and is white at the front. I wanted to get an allover look and judged by the colour choices on the box, I decidied with this one would give me the colout tones I wanted. To start with the coulrant started to turn dark brown after 10 minutes on my hair and got continually darker until I finally panicked and washed it off. Then cam the blue anti brass treatment which had to be left on for 5 minutes. I was hoping this would remove the mousey brown tinge. Welll something happened. I now have dry, dull, steely, gray hair with a purple tinge total disaster.

Date published: 2025-05-03

Rated 3 out of 5 by Nicki from Very ashy and the toner made the colour dark Very ashy compared to how it used to be. Left my hair quite dark

Date published: 2025-03-28

Rated 1 out of 5 by Magwar from If you want lilac grey hair use this I bought this. My hair is almost white naturally. The purple stuff at the end was really thick and because your is more absorbent after dyeing it absorbed so much. My hair is grey now, not beige blonde. I washed again the next day and still grey , now do not use that purple conditioner, use a normal one. I’m so annoyed it’s like a lilac grey colour now Rubbidh!

Date published: 2025-02-25

Rated 5 out of 5 by Rach El from Love this colour! Yes it can turn your hair a little purple or grey especially on areas that a a little dry, but it washes to an amazing brass free colour. I use it every time I colour my hair, sometimes I colour the roots and don't run it through the rest. I always leave the conditioner and keep it for back up if it goes brassy in-between which it never does. It's the only brass free colour I have found I would hate it to go due to bad reviews.

Date published: 2025-01-29

Rated 1 out of 5 by Jae93 from RUINS YOUR HAIR Nothing like shown on picture. I had some warmth to my roots, so I thought it being a cool tone it would tone them down. Did the opposite and turned the rest of my hair so dully with patches of purple and blue tinge.

Date published: 2024-12-09

Rated 1 out of 5 by Lady JJ from Devastated This now is a new formula, it now burns my head and the colour is not as it has been for years! Absolutely gutted now with the result! No treatment oil in the pack and less ml I have noticed! Very upset with this product and may have to buy from another range!

Date published: 2024-11-15

preference-cool-blondes-912-very-light-ash-beige-blonde-permanent-hair-dye Reviews - page 2

Rated 2 out of 5 by Blue rinse lady from Disappointing result I really liked the colour on the box, however the colour is nothing like the illustration & the result is a dull purple grey. Very disappointed. Will not use this again.

Date published: 2024-08-06

Rated 1 out of 5 by Cjay from Dirty Greyish patchy colour Hair went a dirty patchy grey after using this, I blame the purple shampoo it comes with. The colour went dull and just looked absolutely awful. I have used Loreal for a few years this one though will stay on the shelf! Wasnt happy at all, had to stay indoors and the redye it ruined my hair

Date published: 2024-01-05

Rated 1 out of 5 by Girly from Won't use again This turned my light blonde hair to a very dark purple grey

Date published: 2023-12-12

Rated 5 out of 5 by Langers from Great product Great colour and much better than other brands for a true colour that’s on the box

Date published: 2023-11-04

Rated 1 out of 5 by Smiddy from Great if you want to be Mrs Slocombe! Put on almost white hair. Awful it came out purple even without the conditioner! Nothing like what they suggest it should look like. Have used preference for some 50 years and never had such a bad result. Avoid at all cost.

Date published: 2023-09-29

Rated 4 out of 5 by Suzi Hulbert from Nice subtle colour. Nice colour , not identical to the box but I used it to take away the brassiness of the peroxide I had put on previously and it worked like a charm.

Date published: 2023-09-07

Rated 1 out of 5 by Baraka69 from Worst hair colour I've used Before using this hair colour my hair had already been lightened a few months before. Mid lengths to ends were a light ash blonde and my roots which had grown through were dark blonde. After using this my hair darkened to the worst dirty grey ash blonde so I've had to use another haircolour to cover it up. I've been home colouring my hair for years and this had got to be the worst result I have ever had.

Date published: 2023-07-28

Rated 5 out of 5 by Yvonne from Great hair colour easy to use a bit pearly great Great colour, easy to put on beware the conditioner a bit blue on drying

Date published: 2023-06-10

Rated 5 out of 5 by doddfi from Great looking hair colour. It has taken me until now to have tested this product as my hair over the winter was quite dark.I am now back being blonde. This product is a lovely shade of blonde and does not have a brassiness colour. Leaves hair in good condition.I would definitely use this colour again.

Date published: 2023-06-05

Rated 1 out of 5 by Kizzy Dooley from Will never buy this hair dye again Having died my hair light blonde for many years I thought I would try Loreal Preference 9.12 as I liked the look of this colour and it wasn't far off my colour. It came with a purple anti brassiness mask. My hair went steel gray all over with what looked like a purple rinse! I have had to re dye with a different make with a dark blonde to try cover it. It is still bad but it is more acceptable for me to go to work tomorrow! I will never get a Loreal hair dye again. I will stick to the other brand.

Date published: 2023-05-21

Rated 5 out of 5 by MartinaM from Cool blonde The translucent gel formula gives your hair a blonde shade with luminous cool reflects and intensifies the natural nuances of your hair colour. Discover the unique cool blondes of Préférence with light-reflecting dyes, for a luminous and sophisticated colour.

Date published: 2023-03-15

Rated 4 out of 5 by MelanieMcc from Great but none are as light as they claim Preference is great, but none of the colours are as light as the photo and description. Choose a lighter colour than you're looking for, if you are choosing blonde. Covers grey well. Don't forget to use the purple mask if you ten to go brassy.

Date published: 2023-03-15

Rated 5 out of 5 by Lana83 from Good Nice product, but your hair should be light blond. Good and useful package. Easy to apply. Nice smell. Not so strong like I was expected. Not etchy for sculp. Doing it job like it shows .not damaged hair so much but i use a lot of masks and oils on my hair.

Date published: 2023-01-31

Rated 5 out of 5 by Emma from Beautiful colour I absolutely love this colour. Its a really cool blonde and came out with an almost silvery ash colour. It was really easy to follow instructions and the purple conditioner really set the colour in nicely. My hair felt really well conditioned afterwards.

Date published: 2022-12-29

Rated 1 out of 5 by Vikki h from Turns your hair grey Does not come out the right colour at all! Wanted to darken my hair a little since I'm normally bleach blonde, however this just turned my hair grey, very disappointed.

Date published: 2022-12-27

Rated 5 out of 5 by Swish from Non-brassy colour bright blonde Nice wintery look with this cool blonde shade. This non-brassy hair dye was easy to apply and left my hair feeling smooth and silky, the ends are not dry. This is the lightest I had my hair so far, and the colour nicely contrasts my winter wardrobe.

Date published: 2022-12-23

Rated 1 out of 5 by Cathy from Worst hair dye i have ever used Rubbish my hair was already blonde its has turned my hair brassy and purple on ends it is by far the worst hair dye i have ever used

Date published: 2022-12-15

Rated 4 out of 5 by MumofS from Beautiful icy blonde. This is a lovely shade of icy blonde perfect for winter. The formulation is easy to use and non drip. The scent isn’t too bad either which is great for a hair dye! Overall a great product which I would recommend.

Date published: 2022-12-14

Rated 4 out of 5 by Kezza from New hair colour This was a lighter colour than I would usually use. Very happy with the results. Easy to apply. Hair felt soft and conditioned after use. Hair looks shiny and glossy. Would recommend and would use again in preference to usual hair dye

Date published: 2022-12-13

Rated 5 out of 5 by DRizzo from Lovely shade. Comes with everything you need to color hair at home. Left my hair feeling and looking soft and shining. Very please with outcome. Smell isnt too strong. Very quick and easy home hair dye. Very good coverage.

Date published: 2022-12-10

Rated 5 out of 5 by Browneyez from Amazing Hair Colour Best Hair dyes going, I gave this to a friend,as I'm jet black. She said it was so easy to use. Easy to follow instructions, kit was easy to use too. Amazing results, so vibrant and soft. She was really pleased me.

Date published: 2022-12-09

Rated 5 out of 5 by Cristinamday from Amazing I absolutely love the colour. My hair looks so healthy and shiny. Very easy to use and amazing result. I haven’t had it on for long enough to check how it lasts. It I have never been disappointed by L’Oréal hair dye.

Date published: 2022-12-08

Rated 4 out of 5 by Jocool39 from Ease of use Found the instructions clear and easy to follow the simple steps . It was easy to apply and only 30 mins for solution to work Left my hair feeling so soft and manageable. I feel I didn’t choose the perfect colour as I’m quite dark . But did blend in my greys well and next time I,ll go for a darker shade , But overall a great product that works really well and great results

Date published: 2022-12-08

Rated 4 out of 5 by Joanna974 from Very light blond This new hair colour from Loreal comes with everything what is needed for a very easy and quick home application. The frangrance is nice enough and the results quite pleasing with smooth and very shiny hair.

Date published: 2022-12-07

Rated 5 out of 5 by LizD from Lovely shade. I loved this shade. Product left my hair feeling and looking soft and shiny. Easy to use and covered the gray hairs at the side of my face.Smell is not too bad. Purple mask is great. Will buy in future.

Date published: 2022-12-07

Rated 4 out of 5 by Sandra from Hair needs prep before use This hair dye was easy to use however as I had very little time to review the product the colour I ended up with did not quite resemble the box colour. I dye my hair frequently to cover greys and this leaves it a bit brassy so to prepare for this colour I had intended to lighten my hair for the best result. The product was late in arriving and I had already been asked twice to leave a review. When I was advised I would lose my place in labellefamille I decided to use it quickly. The end result on my dyed dark blonde hair turned out dark blonde! The purple hues in the dye did dampen the brassy tones slightly, I will probably buy the colour again to use when my hair has been prepared for it.

Date published: 2022-12-07

Rated 3 out of 5 by Eve_G from Will only work on light blonde hair Unfortunately my hair colour was too dark for this colourant. As far as colourants go it smelled bearable and didn’t stain the skin. Before colouring your hair I’d recommend doing a patch test first. I’d be trying different shade next time.

Date published: 2022-12-07

Rated 3 out of 5 by Lindseytoma from Not for me Didn’t really give my hair an even coverage I have dark roots and an ombré colour on ends and thought this would highlight the colour however it didn’t give an even colour…it was easy to use and left my hair feeling soft and smelt ok

Date published: 2022-12-07

Rated 3 out of 5 by Lou24 from Good product This was really easy to apply and the Instructions are very clear. However I found the formula a little runny so it dripped slightly. The coverage was good and the end results were ok. The colour was quite fresh and shimmery.

Date published: 2022-12-06

Rated 5 out of 5 by Icynaz from Worked so well Gorgeous colour, has really helped my hair to shine. Looks lovely and have had lots of compliments. Will defo be buying this colour again. Got rid of all my greys, so fantastic results! Would recommend!

Date published: 2022-12-05

preference-cool-blondes-912-very-light-ash-beige-blonde-permanent-hair-dye Reviews - page 3

Rated 5 out of 5 by Marieb from Happy with result After waiting too long for this to be delivered, i was pleasantly suprised by the outcome. It went on really easily with food instructions and the outcome was great considering ths is a home kit, very good

Date published: 2022-12-05

Rated 5 out of 5 by linda from Healthy Blondes Oh, what a nice light blond colour! I like to experiment with hair colours. I have chosen L’Oreal Preference Cool Blondes 9.12 Siberia Very Light Ash Beige Blonde Permanent Hair Dye this time. It was really easy to apply at home. My hair looks natural, very healthy and luminous. I am sure the shine protect conditioner enriched with a UV filter and Vitamin E also makes a difference. I can recommend.

Date published: 2022-12-05

Rated 4 out of 5 by bm001 from Use on undyed hair for best results. Covers well Needs to be used on uncoloured hair as blonde does not cover previously dyed hair if darker than bronde. At least goes on easily and covers a full head of hair. No drip. No fuss. No strong chemical smell

Date published: 2022-12-04

Rated 5 out of 5 by Library Lottie from Glossy, Glitzy with Grey Gone. Fabulous new addition to the L'Oréal Paris Prèfèrence range. Easy to mix as I expected but due to only coming home from hospital a week ago I had to have a friend do the actual application. They were impressed with the addition of the shine oil, commenting at the fresh fragrance rather than the usual chemical smell of other hair colourants. After rinsing and treating with the purple anti-brassiness mask ror 5 minutes, we continued to style my hair which felt and looked amazing with an almost glitzy look. I highly recommend this new product.

Date published: 2022-12-04

Rated 5 out of 5 by Pipla78 from Amazing colour Amazing colour and coverage, doesn’t drip like others either and the smell it leaves behind is so fresh. Really easy to apply and does exactly what it says it will. Mixes so well too, I’d highly recommend

Date published: 2022-12-04

Rated 5 out of 5 by sidota from Icy blonde cool colour Great colour product, love the condition of my hair following use. Such a cool tone to this shade of blonde, great colour technologies. My hair feels soft and healthy post colouring, and it’s long lasting too

Date published: 2022-12-04

Rated 5 out of 5 by Anita from Beautiful multifaceted tones This colour is slightly lighter than my hair shade however it provided a lovely multi tonal shade. The purple mask eliminates any brass tones and made my hair feel super soft with a lovely ashy tone. It didn’t dry my hair at all and it felt salon ready once blow dried and styled loved it!

Date published: 2022-12-04

Rated 5 out of 5 by GreekGoddess from Cool Blond shade Very bright and flattering blond shade with a lot of reflects and shine. It's easy to apply, moisturising and the purple mask really helps enhance the colour! It smells really pleasant when you apply and the colour lasts very long!

Date published: 2022-12-03

Rated 5 out of 5 by Lorrick from Love it Love this product makes my hair look amazing.Feels good washes great covered bits of grey very good.No problems putting it on or rinsing it of.let it on exact time said so it turned out great.My friends have already bought this product.

Date published: 2022-12-03

Rated 5 out of 5 by KarenE from Lovely colour and easy to apply. This colour is very easy to apply and the results are great. My hair feels very luscious and in a really good condition. I never knew being blonde could be so much fun, and all of my friends have commented on how good my hair looks now.

Date published: 2022-12-03

Rated 5 out of 5 by Ann549 from Stunning shade I loved how this colour turned out. I can honestly say that I found it far superior to any of the other home dye kits that I have used in the past and it covered my mid brown hair and greys so well. With no brassy or yellow tones. It left my hair feeling grat- soft, healthy and conditioned.

Date published: 2022-12-03

Rated 5 out of 5 by Judi from Still a little warm for me... A little warm for me as I am almost silver white so the contrast is marked. Texture and ease of use fantastic, but will get the crystal one myself and take back to white blonde. I did find it easy to use and pleasantly fragranced.

Date published: 2022-12-02

Rated 4 out of 5 by Amandalily from Does what it says on the box Firstly…..great grey coverage, this shade is perfect if you don’t like brassy tones. I’m really pleased with this. Not only did my hair feel beautifully conditioned after the first wash but it looked and smelled great too. I recently dyed my hair a similar shade but there was far too much yellow in it. This dye did the job perfectly my yellow tones are gone but it’s still shiny enough to stop it feeling dull. Only reason it has 4 stars is my hair felt a little dry after the second wash.

Date published: 2022-12-02

Rated 4 out of 5 by Alona from Preference hair colour Preference is very vibrant and natural looking colour, easy to apply and beautifully looking too. I get compliments since I coloured my hair, love it and highly recommend try it and be beautiful !!!4*

Date published: 2022-12-02

Rated 5 out of 5 by Toni from Hair colour Absolutely love a good L’Oréal hair product. This fantastic hair product is no exception. I used this on my hair and it gave me amazing results. Will definitely use this again as my hair was soft to touch with amazing colour.

Date published: 2022-12-02

Rated 4 out of 5 by Klc78 from Glossy locks Used as a highlighter on my hair with good results. I have slightly darker hair so not suitable for an all over colour for me. Easy to apply, not too messy and the conditioner is fab and smells lush. Hair felt silky smooth after

Date published: 2022-12-02

Rated 4 out of 5 by Myburgh80 from Very good. This is a lovely colour and covered most of my greys. My hair definitely feels nourised, moisturised and in great condition. I would definitely recommend this as Loreal products are excellent quality.

Date published: 2022-12-02

Rated 5 out of 5 by MJW24 from Excellent This wonderful hair dye really cares as it colours thanks to the inclusion of the flower oils pod that you add into the dye mix prior to application - my hair looked and felt so much more healthy after use. The product only lifts by one or two shades but it's such a beautiful cool toned blonde that looks so natural and gloss. You are able to easily maintain this luscious cool tone by using the lovely fragranced anti-brassiness mask which is included in the kit. I love everything about this dye and will definitely repurchase in future

Date published: 2022-12-02

Rated 5 out of 5 by Garfield from Great hair dye Used this hairdye on a friend and the colour came out lovely. She had naturally light hair anyway and this lightened and put lovely tones in her hair without looking brassy. Impressed with the colour as still looks natural

Date published: 2022-12-02

Rated 5 out of 5 by mich101 from Lovely shade Lovely shade and easy to apply. It doesn't smell strong like other hair dyes. It actually has a nice scent. It made my hair feel amazing and really shiny. I would definitely recommend this product to friends and family

Date published: 2022-12-02

Rated 4 out of 5 by Magda from Siberia L'oreal preference, cool blonde in shade Siberia is anti brassiness hair dye. It covers greys completely. Has natural looking hair colour results. It has cool reflect. There is a anti brassiness purple mask incluted

Date published: 2022-12-02

Rated 5 out of 5 by Petya from Natural and cool blond shade The hair dye leaves hair in nice natural blond colour without the unpleasant yellowish shades that are quite common.Instead hair is lovely blonde in cool shade that doesn’t wash out but is long lasting.Colour is vibrant,natural and shiny.There’s anti brassiness mask included which makes the results even lasting for longer.

Date published: 2022-12-01

Rated 5 out of 5 by Libby from Preference Cool Blondes This left my hair feeling soft, strong and healthy. It was simple to apply and the colour turned out exactly as I wanted and covered all my grey hairs. It is very natural and and has a beautiful shine. I would highly recommend.

Date published: 2022-12-01

Rated 5 out of 5 by Madz1982 from Easy to apply nice colour This dye was easy to set up and apply. It wasn’t too messy and the smell wasn’t overpowering like some dyes can be. It dyed my hair nicely and evenly and was a lovely colour after I’d finished off using the purple toning conditioning mask that comes with it. Left my hair feeling shiny and silky.

Date published: 2022-12-01

Rated 5 out of 5 by BecksB82 from Love this shade! Really easy application, added oils and purple mask for amazing condition, shine, and brass-free tones. This colour doesn't have a strong scent like some blonde colourants, the texture is creamy but not too runny, gave 100% grey coverage, will definitely be buying again

Date published: 2022-11-30

Rated 5 out of 5 by LucieJ from Great I colour my hair pink and have to bleach my roots for the colour to take and to lighten my naturally dark hair. This is great for doing this as it’s really easy to apply with the bottle and it does the job without causing damage to my hair.

Date published: 2022-11-30

Rated 4 out of 5 by Louise from Fun night new look Easy to follow instruction. Not overpowering, easy to apply. Great coverage, done in good time and no waste. Conditioner smells amazing and hair feels soft but alive. I say this again L’Oreal is not just a dye but a treatment and you feel spoilt after. Girls night sorted with new fabulous look for all. A definite repeat.

Date published: 2022-11-30

Rated 5 out of 5 by shiny from Preference Cool Blondes- Siberia-A lovely hair dye A lovely hair dye that worked very well on my shoulder length bob - It covered up my hair perfectly and now looks completely natural, and it disguised my greying locks !! It was very easy to apply and has lasted through many washes. My hair felt silky and in good condition. A lovely product and worth the money!

Date published: 2022-11-30

Rated 5 out of 5 by Michb1 from Great colour This is a very good product. It is very easy to use. The fragrance is nice and not over powering. The colour is very true although mine came out slightly darker. The mask at the end is beautiful and leaves your very soft.

Date published: 2022-11-29

Rated 5 out of 5 by juehew from Gorgeous and easy Product came with detailed, easy to read/follow instructions, as well as all equipment/colour needed. Easy to mix and apply myself, coverage was more than enough for my shoulder length, thick hair, no awful smell. Colour was beautiful, and hair was left feeling nourished and soft.