Experience Preference, our true gold standard of beautiful color and shine. Preference's Superior Fade-Defying Color and Shine System creates a rich long-lasting color spectrum with luminosity, shine and beautiful gray coverage. Luminous color shines from every strand and defies fade-out for up to 8 beautiful weeks. Plus, our color protective Care Suprme Conditioner formulated with golden camelina oil, anti-oxidant vitamin E and UV filter helps keep first day color vibrancy and provides silky, resilient hair. From root to tip, color won't fade-out, turn dull or brassy. Because You're Worth It.