LOreal, Permanent Color Preference are fade resistant high shine color shampoos are combined with the tube of color maximizer, lock into the hair. This is designed to ensure a long lasting and luminous color. The high shine conditioning shampoo offer you several applications that renew and prolong your colors high shine, keeping your hair feeling soft and silky. LOreal, Permanent Color Preference are fade resistant high shine color shampoos are combined with the tube of color maximizer, lock into the hair. This is designed to ensure a long lasting and luminous color. The high shine conditioning shampoo offer you several applications that renew and prolong your colors high shine, keeping your hair feeling soft and silky. Up to 8 weeks of fade-defying colour Lustrous day-1 colour and shine Ultra-intense Glamorous, fade-defiant colour with up to 100% grey coverage Preference, an expert in fade-defying colour, now includes for the first time an additional Colour Extender. It revives the look of day 1 colour & shine for show-stopping gorgeous colour.