Preference Hair Dye, Luminous Permanent Rich Hair Colour, Long Lasting Brilliance, Achieve Radiant, Salon-Inspired Results, Shade: 11.11, Venice

I LOVE THIS COLOUR!!! 😍😍 absolutely my go to from now on!!

My hair is salt and pepper- about 45% grey and a natural level 7. It was highlighted about a year ago and since then I’ve used a level 8 ash blonde box dye colour to cover the roots but this left my hair very yellow. The grey/white hair I have is patchy and I wanted to blend this further and minimise the yellow tones so I choose the preference platinum blonde level 11 to see how it might look. Product was very easy to use and not messy at all. I concentrated the coverage on my grey/level 7 roots and brought the rest of the mixture through to the length of the hair, rinsing after 45 minutes. I was pleasantly surprised by the results to be honest. The root coverage is perfect, it lifted beautifully without any orange tones, blending nicely with the grey to a multi tonal look. I’m not a hairdresser but I do know that the developer in a box dye will lift virgin hair. I’d say my roots are now level 9/10 with the grey being 10+ This has saved me a lot of money as my highlights usually cost around £70 for a half head, I just wish I’d discovered this dye 2 years ago as I would’ve saved me a packet. Anyway, I’m a happy bunny now as my hair looks and feels great! Hope this helps anyone like me who is on the rollercoaster transition to the dreaded grey!

Much better than I was expecting! Previously I'd had dark red hair for many years, and after using a colour stripper and being ginger for a while I used some bleach to lighten out the orange. Obviously it then went that nasty bleach yellow so I decided to try this. The colour of my hair now is a natural looking light blonde, lighter than my natural colour which is a dark blonde/light brown colour (my roots were quite long). My natural hair from the roots has lightened a couple of shades and the previously dyed, bleached and everything else hair almost matches it, blending in really well and evening out any patchy bleach job patches, no yellow or orange tinges. The product smells extremely strong though, worse than the bleach, really makes your eyes water, and leaves your hair relatively dry. The conditioner provided is good but still leaves the hair thirsty. (No it's not dry from the bleach, coconut oil was used before and after so the bleach didn't actually dry my hair out and I left it a few weeks before trying this) All in all it's worked really well in my case.

I have naturally dark blonde hair and tried to lighten it with a different hair dye to this one but it only went orangey. So for the first time ever I decided to go and dye it proper brown using this one. I wanted a dye that would take out the orangey coppery tones the old hair dye added in to my natural colour, and hoped for a cool brown, this one looked ideal from the picture and reviews. I was so happy with the colour afterwards it’s my favourite hair colour I’ve ever had and was everything I hoped taking out all the coppery and orangey by 100%. I put some extra hair oils on my hair before cool blow drying my hair to add some extra moisture and my hair was in good condition afterwards and so far seems to have remained in good condition. I didn’t wash my hair for 72 hours after dyeing it to try and help it, like how the hairdressers recommend. I’ve noticed each time I’ve washed my hair since dyeing it, my copper tones from the hair dye mistake I made before this one are now coming through more and more and after approximately 5 washes after I dyed it im feeling like it’s almost a 50/50 mix of this dye and the one before unfortunately. The third picture I’ve uploaded is how it looks now, in real life it is a bit more faded I think than the picture shows. I will try this again in about two months when my hairs had a rest.

This is the most beautiful brown colour! Even though my hair was orange/red/brown after stripping out black hair dye. I do have some undertones but I'm going to give blue shampoo a go, then re-dye it again in a few weeks. Absolutley no staining on my skin, the dye is like a pearlescent lilac when you're putting it on then starts to look black. Its definitely not light brown like the box says, more of a medium, but exactly what I wanted and expected, dyes are always darker than they say! The only bad point is the strong smell, I had to open a window and it was still catching my breath

Lovely hair dye looks so natural.not harsh like most hair dyes

The Viking Ash Blonde has too much blue toner, turning my warm honey blonde to a dark grey! Most dyes between 9 to 10.1 turn my hair a cool clean platinum blonde. So this is not what I was going for! It also didn't give an even colour, having failed to really take on the roots, but over toned grey on the mids and ends. The smell is very strong, requiring good ventilation. It's only moderatly viscous so will drip if you arent careful; one of the more wartery dyes Ive tried. Nice conditioner, generous size. Gloves were missing from the box entirely. Very little hair loss afterwards. Though my hair is freshly cut and always lavishly conditioned daily as it's very fine. Not the best colour Ive tried and unlikely to bother with it again.

Cannot believe how much better box dyes have gotten while I was spending £375 for roots at my hairdresser this did an amzing job with no damage

Je ne prend que cette couleur pour mon blond polaire

Non è lo stesso prodotto . È falso

Colore favoloso

Color precioso

Le produit que j'ai reçu était destiné au marché scandinave, donc tout était écrit dans des langues nordiques. Il y avait une photocopie d'instructions en français, très pâle et à peine lisible. Et donc pas très clair. La mixture obtenue ne ressemblait en rien à ce que j'ai d'habitude. Je l'ai donc jetée plutôt que de prendre le risque de l'utiliser sur ma chevelure. Une perte de temps et d'argent, donc.