Because you're worth it. experience new 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 new color protective care supreme conditioner now 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.