NEW Preference Vivids range is our most innovative expertise in bold colours. The formula is infused with a blend of powerful pure dyes selected by our hair colour experts for ultra-vibrant colours. Instrumental test Achieve up to 3X shinier hair with Préférence ultra vibrant colours, featuring light reflecting dyes, for a luminous colour full of reflects. Instrumental test The Shine Protect Conditioner is enriched with a UV filter and Vitamin E to preserve your shine for up to 8 weeks of radiant colour (if the shine protect conditioner is applied weekly). Preference Vivid Colours is available in 7 fashion inspired shades. Shade Magnetic Plum was inspired by the crazy magnetic neon purple lights that invade the night clubs in Pigalle. Create your own look with this vivid Magnetic Plum colour. Made for all hair types, the formula comes in a gel texture and 150ml mix kit to provide an easy and even application.