--- product_id: 57369064 title: "Preference Permanent Luminous Hair Dye, 7.23 Dark Rose Gold | Luminous Permanent Rich Hair Colour, Long Lasting Brilliance, Achieve Radiant Salon-Inspired Results" brand: "l'oreal paris" price: "R684" currency: ZAR in_stock: true reviews_count: 8 category: "L'oreal Paris" url: https://www.desertcart.co.za/products/57369064-preference-permanent-luminous-hair-dye-7-23-dark-rose-gold store_origin: ZA region: South Africa --- # Up to 9 weeks fade-defying colour Oil-in-gel non-drip formula UV-filter shine protect conditioner Preference Permanent Luminous Hair Dye, 7.23 Dark Rose Gold | Luminous Permanent Rich Hair Colour, Long Lasting Brilliance, Achieve Radiant Salon-Inspired Results **Brand:** l'oreal paris **Price:** R684 **Availability:** ✅ In Stock ## Summary > 🌹 Turn heads with Dark Rose Gold brilliance — because your hair deserves the spotlight! ## Quick Answers - **What is this?** Preference Permanent Luminous Hair Dye, 7.23 Dark Rose Gold | Luminous Permanent Rich Hair Colour, Long Lasting Brilliance, Achieve Radiant Salon-Inspired Results by l'oreal paris - **How much does it cost?** R684 with free shipping - **Is it available?** Yes, in stock and ready to ship - **Where can I buy it?** [www.desertcart.co.za](https://www.desertcart.co.za/products/57369064-preference-permanent-luminous-hair-dye-7-23-dark-rose-gold) ## Best For - l'oreal paris enthusiasts ## Why This Product - Trusted l'oreal paris brand quality - Free international shipping included - Worldwide delivery with tracking - 15-day hassle-free returns ## Key Features - • **Nourish & Protect:** Includes a shine protect conditioner enriched with Vitamin E and UV filters to preserve your hair’s silky softness and luminous shine. - • **Quick & Convenient:** Ready to rinse in just 25 minutes, perfect for busy professionals who demand beauty without the wait. - • **Long-lasting Radiance:** Enjoy vibrant, fade-defying colour that stays brilliant for up to 9 weeks, keeping you ahead in the style game. - • **Mess-Free Application:** Innovative oil-in-gel formula ensures drip-free, even coverage for a flawless salon-quality finish at home. - • **Rich, Multidimensional Shade:** Experience the captivating Dark Rose Gold tone that adds depth and a trendy, multidimensional glow to your hair. ## Overview L'Oreal Paris Preference Hair Dye in Shade 7.23 Dark Rose Gold delivers up to 9 weeks of fade-defying, multidimensional colour with high-impact shine. Its innovative oil-in-gel formula offers drip-free, easy application and is ready to rinse in just 25 minutes. The included nourishing shine protect conditioner, enriched with UV filters and Vitamin E, ensures hair stays up to 5x more nourished and brilliantly radiant. Perfect for professionals seeking salon-inspired, long-lasting hair colour at home. ## Description Product Description Introducing Permanent Colour Preference by L'Oreal Paris! Benefits of Preference by L'Oreal Paris • Up to 9 weeks of fade-defying colour* • Multidimensional Colour and High-Impact Shine • New oil-in-gel formula - doesn't drip and ensures optimal coverage. Now ready to rinse just in 25 minutes. • Includes a nourishing shine protect conditioner with UV-filter and Vitamin E to preserve shine. • Up to 5x more nourished hair** Read the instructions and do patch test 48 hours before use, 1.) Use gloves and pour colouring bottle into developer bottle and shake to mix evenly, 2.) Apply colour and leave for recommended time, 3.) Follow with conditioner and rinse. Each box includes: 1x caring colourant crème, 1x developer crème, 1x conditioner, 1x User guide & pair of protective gloves. What makes it special? FADE-DEFYING SYSTEM - Our high tenacity dyes powerfully enter the hair fibre for long lasting colour. NON-DRIP OIL-IN-GEL TEXTURE - Advanced texture for an easy application and optimal fibre coating. SHINE PROTECT CONDITIONER FOR SOFTER AND SILKIER HAIR - Enriched with UV-Filter and Vitamin E. It helps preserve shine. *Visual assessment, 36 washes, >76% agreement for brown/blonde/black shades, 50% agreement for red/copper shades. ** Instrumental Test Ingredients 1242533- Colourant Gel: Aqua / Water, Trideceth-2 Carboxamide MEA, Propylene Glycol, Hexylene Glycol, PEG-2 Oleamine, Polyglyceryl-4 Oleyl Ether, Oleyl Alcohol, Alcohol Denat., Ammonium Hydroxide, Polyglyceryl-2 Oleyl Ether, Oleic Acid, Sodium Diethylaminopropyl Cocoaspartamide, 4-Amino-2-Hydroxytoluene, 2-Amino-3-Hydroxypyridine, p-Aminophenol, Sodium Metabisulfite, Thioglycerin, Toluene-2,5-Diamine, Ammonium Acetate, 2-Methyl-5-Hydroxyethylaminophenol, N,N-Bis(2-Hydroxyethyl)-p-Phenylenediamine Sulfate, EDTA, Erythorbic Acid, Parfum / Fragrance.(F.I.L. C234341/1)1152439 - 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. C202318/2)1217043 A- Shine Protect Conditioner: Aqua / Water, 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)1200281 - Precious Oil: PPG-5-Ceteth-20, Helianthus Annuus Seed Oil / Sunflower Seed Oil, Parfum / Fragrance, Cocos Nucifera Oil / Coconut Oil, Tocopherol, Camellia Oleifera Seed Oil. (F.I.L. C234136/1)Please see back of pack for the latest ingredients list Directions BEFORE YOU STARTREMEMBER TO CONDUCT YOUR ALLERGY ALERT TEST 48 HOURS BEFORE. COVER YOUR SHOULDERS WITH A TOWEL AND PUT ON THE GLOVES PROVIDED. 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. 1.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. 2.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. 1.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. 2.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. Safety Warning For external use only. Manufacturer Contact Information L'Oréal Paris, London, W6 8AZ Review: Lasts longer than the other rose gold colours - Best rose gold colour . First wear is slightly dark but better after first wash my fave one Review: True to box colour - Product is quite strong smelling!,I had very dark roots and old blonde mid length and very pale blonde ends! I left this colour on for 40 mins and used to box's to make sure I had enough product. The colour really suits my skin tone and green eyes ,I'm not sure how long the Rosey pinky hue will last and I'll just be a warm brown but I'm pleased with the coverage and would use again! ## Features - Up to 9 weeks of fade-defying colour* - Multidimensional Colour and High-Impact Shine - New oil-in-gel formula - doesn't drip and ensures optimal coverage. Now ready to rinse just in 25 minutes. - Includes a nourishing shine protect conditioner with UV-filter and Vitamin E to preserve shine. - Up to 5x more nourished hair** ## Technical Specifications | Specification | Value | |---------------|-------| | ASIN | B079VRJQJH | | Benefits | Hair Coloring | | Best Sellers Rank | 522 in Beauty ( See Top 100 in Beauty ) 12 in Permanent Hair Colour | | Brand | L'Oreal Paris | | Brand Name | L'Oreal Paris | | Colour | 7.23 DARK ROSE GOLD | | Container Type | Box | | Country Of Origin | Belgium | | Customer Reviews | 4.0 out of 5 stars 84 Reviews | | Full Cure Time | 8 Weeks | | Global Trade Identification Number | 03600523577293 | | Hair Color Permanence | Permanent | | Hair Type | normal | | Hair type | normal | | Item Form | Gel | | Item Type Name | L'Oréal Paris Preference permanent hair dye, optimal grey hair coverage, fade-defiant hair colour result, blonde hair dye, 7.23 Rose Gold Blonde | | Item form | Gel | | Manufacturer | L'Oréal | | Manufacturer Contact Information | L'Oréal Paris, London, W6 8AZ | | Manufacturer Part Number | 3600523577293 | | Material Features | Permanent hair colour | | Material Type Free | Ammonia Free, Peroxide Free | | Model Number | 3600523577293 | | Number of Items | 1 | | Package Size Name | Pack of 1 | | Package information | Box | | Product benefits | Hair Coloring | | Recommended Uses For Product | Hair coloring | | Set Name | Preference Complete Set | | Suitable Hair Colour | All Hair Colours | | Unit Count | 250.0 gram | ## Product Details - **Brand:** L'Oreal Paris - **Colour:** 7.23 DARK ROSE GOLD - **Hair type:** normal - **Item form:** Gel - **Material Type Free:** Ammonia Free, Peroxide Free - **Material feature:** Permanent hair colour - **Number of items:** 1 - **Package information:** Box - **Product benefits:** Hair Coloring - **Unit count:** 250.0 gram ## Images ![Preference Permanent Luminous Hair Dye, 7.23 Dark Rose Gold | Luminous Permanent Rich Hair Colour, Long Lasting Brilliance, Achieve Radiant Salon-Inspired Results - Image 1](https://m.media-amazon.com/images/I/81IZiHTjbgL.jpg) ![Preference Permanent Luminous Hair Dye, 7.23 Dark Rose Gold | Luminous Permanent Rich Hair Colour, Long Lasting Brilliance, Achieve Radiant Salon-Inspired Results - Image 2](https://m.media-amazon.com/images/I/91ZKtVpSroL.jpg) ![Preference Permanent Luminous Hair Dye, 7.23 Dark Rose Gold | Luminous Permanent Rich Hair Colour, Long Lasting Brilliance, Achieve Radiant Salon-Inspired Results - Image 3](https://m.media-amazon.com/images/I/917YbTX2uFL.jpg) ![Preference Permanent Luminous Hair Dye, 7.23 Dark Rose Gold | Luminous Permanent Rich Hair Colour, Long Lasting Brilliance, Achieve Radiant Salon-Inspired Results - Image 4](https://m.media-amazon.com/images/I/91bUPQE6SgL.jpg) ![Preference Permanent Luminous Hair Dye, 7.23 Dark Rose Gold | Luminous Permanent Rich Hair Colour, Long Lasting Brilliance, Achieve Radiant Salon-Inspired Results - Image 5](https://m.media-amazon.com/images/I/91i0+crgz-L.jpg) ## Available Options This product comes in different **Color, Size** options. ## Questions & Answers **Q: How long does this hair colour last?** A: Preference is a permanent hair dye with up to 8 weeks of fade-defying colour and shine. **Q: Can I use this to cover my grey roots?** A: Preference provides up to 100% grey coverage. If you hesitate between two shades, choose the lightest between the two. If you have a lot of grey hair, this shade will cover perfectly **Q: How do I choose the right shade?** A: We suggest you 1) use the full shade matrix above to pick your base colour by deciding how light or dark you prefer 2) pick your reflect by choosing a neutral, cool or warm tone in your colour; avoid going more than 2 levels above your base colour. ## Customer Reviews ### ⭐⭐⭐⭐⭐ Lasts longer than the other rose gold colours *by M***N on 27 March 2025* Best rose gold colour . First wear is slightly dark but better after first wash my fave one ### ⭐⭐⭐⭐⭐ True to box colour *by M***A on 29 March 2024* Product is quite strong smelling!,I had very dark roots and old blonde mid length and very pale blonde ends! I left this colour on for 40 mins and used to box's to make sure I had enough product. The colour really suits my skin tone and green eyes ,I'm not sure how long the Rosey pinky hue will last and I'll just be a warm brown but I'm pleased with the coverage and would use again! ### ⭐ Faded within days which was lucky as it just turned my hair an awful shade of pink *by B***E on 18 May 2023* I've used this before and it was OK but the colour only lasted through a handful of washes. I liked thecolour result though so purchased again. Something must have changed however as this time it really damaged my hair and turned it a horrible shade of pink. Really disappointing. ## Frequently Bought Together - L'Oreal Paris Preference Hair Dye, Long Lasting, Luminous Permanent Hair Colour, 7.23 Bali - Clairol Colour Gloss Up Conditioner, Rose All Day, 130ml --- ## Why Shop on Desertcart? - 🛒 **Trusted by 1.3+ Million Shoppers** — Serving international shoppers since 2016 - 🌍 **Shop Globally** — Access 737+ million products across 21 categories - 💰 **No Hidden Fees** — All customs, duties, and taxes included in the price - 🔄 **15-Day Free Returns** — Hassle-free returns (30 days for PRO members) - 🔒 **Secure Payments** — Trusted payment options with buyer protection - ⭐ **TrustPilot Rated 4.5/5** — Based on 8,000+ happy customer reviews **Shop now:** [https://www.desertcart.co.za/products/57369064-preference-permanent-luminous-hair-dye-7-23-dark-rose-gold](https://www.desertcart.co.za/products/57369064-preference-permanent-luminous-hair-dye-7-23-dark-rose-gold) --- *Product available on Desertcart South Africa* *Store origin: ZA* *Last updated: 2026-07-30*