Experience Superior Preference Permanent Hair Color. Preference is our true gold standard of beautiful color and shine. The superior fade-defying color and shine system creates a rich, long-lasting spectrum with luminosity, shine, and beautiful gray coverage. Luminous color shines from every strand and defies fading for up to 8 beautiful weeks. Plus, our Color and Shine Conditioner, formulated with Golden Camelina Oil, Vitamin E, and UV Filter, helps keep first-day color vibrancy and provides silky, soft hair. Superior Preference is available in over 50 luminous shades that range across a wide spectrum of different tones. Each shade is crafted to show infinite tones and reflects, so you can find your own Superior Preference signature.