Superior Preference Fade-Defying Color + Shine System Experience Preference, our true gold standard of beautiful color and shine. Fade Resistant Technology: High Tenacity Dye molecules lock together in the hair fiber to help resist wash out and keep color fresh. 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 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, turn dull or brassy. Shade Guide rr04 is a rich, ravishing dark auburn shade with an intense red tone, which will enhance warmth in your hair. For optimal color results, use on your natural dark blonde to darkest brown hair. Shade Tips If you hesitate between two Preference shades, choose the lightest one. On more than 50% gray, your results will be slightly lighter-looking than the results shown. On red hair, your color results will be dark intense auburn.