Experience Preference, our true gold standard of beautiful color and shine. Preference's superior fade-defying color and shine system create 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. Sun-kissed caramels lighten the darkest hair up to 3 shades lighter, without a hint of brassiness achieving beautiful balanced browns. Plus, our color protective care supreme 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, and turn dull or brassy.