Discover the unique shades of Preference with light-reflecting dyes for a luminous color full of reflections.
For the first time from L’Oréal Paris, discover Préférence 9 Level Lift Ultra Platinum. Our new innovative lightening technology delivers the ultimate platinum bleach color result and ultra-caring properties for up to 5x stronger hair*.
Formulated with innovative lightening technology and enriched with purple dyes to prevent a brassy effect, get a sophisticated and pure platinum blonde in just one step. Apply the reinforcing purple conditioner to intensely nourish your hair and get up to 5x stronger hair* (instrumental test).
*For best results, use on blonde to dark brown hair. Not recommended on predominantly gray or heavily highlighted hair.
Ultra-Platinum Bleach is a permanent hair color. Development time is 30-45 minutes.
Be color safe and always do your 48-hour patch test.
Shade 9L Ultra Platinum: Extreme lightening with brass-defying care.
Pure and Brilliant Platinum: Experience up to 9-level lightening power with Preference’s most advanced technology of extreme lightening performance.
Brass-Defy Conditioner: The Brass-Defy Conditioner provides cool tones to help prevent brassiness while leaving hair soft to the touch. Use it week after week to preserve the purity and luminosity of your platinum.
