Superior préférence Coloration Permanente - 665 Châtain Moyen Rouge

I have always been a big fan of Superior Preference by L’Oréal. I used the shade 111 very light beige blonde for well over 15 years. I always received compliments and many believed it was my natural colour ( including professional colourists) When it was discontinued, I consulted L’Oréal and was told to mix 10 and 19 to achieve ( half of each) similar results. The results have not been similar, at all. Very ashy and too dark. I’d also like to add that the new formula was very hard on my scalp. I have never had problems with the old formula. Also, I find that the colour has faded almost on a daily basis. I never had this problem with the old formula.This was not a cheap fix for me. I had to purchase two boxes of colour and now the rest will be disposed of because it is not a suitable product. I would not recommend purchasing Superior Preference.

Used UL61 on medium brown hair with natural highlights and some grey. Did not cover the greys to the color shown, instead turned them purple. Do not use this product if you have grey. Does not advise that on the box.

Love 10NB. Now I can't find it anywhere. Is this color discontinued? If so what color replaces it?

[This review was collected as part of a promotion.] My on the go color ! It’s the best color ! L’Oréal preference light Aurburn !

I have used LB01 Extra Light Ash Blonde for years and have loved the results. The new and improved formula did not lighten my hair (normally medium/dark blonde) hardly at all, left uneven color on the gray hairs, and had brassy results. So disappointed! I have been using a purple conditioner to try to mask the brassiness. For me, this is not an improvement.

Total waste of time and money. Did not cover my grays. Dried out hair; I’m now left with a patchy stringy mess.

I have been using Loreal 10NB for years. This time doing my roots I noticed my hair had more of an orange tint to it. I was wondering if I got a defective box..I'm usually satisfied with the hair color and never have an issue. I want a cooler shade. ash seems to give it an ugly grayish color so I tend to stick with the Neutrals. I used to LOVE Extra light Beige blonde, it was discontinued. Any chance of its return?

So I bought this product as a brunette girly, and the difference was not really noticeable. However! I’ve always been scared to try lighter colors because I was afraid of hair damage, and this product did amazing! No hair damage! Just treat the hair gently and it came out nice and soft! I wpuld recommend if you wanna do a touch up or a slightly brighter color if you have the same hair color as mine.

[This review was collected as part of a promotion.] This is the color I got because I didn’t bleach my hair I guess. However I love it and it compliments my skin well. My hair still feels the same and I don’t see breakage after use.

[This review was collected as part of a promotion.] The overall process and application was easy to follow. My scalp didn't feel dry or itch like some other products! The end result looked very natural and blended very well! I would recommend this product as the overall process and results were great

I have a few grays in my hair, but mainly concentrated at my temple area and a little along my hairline. I have been using Loreal Preference 5G on only these areas for years and it has blended perfectly with the rest of my natural color. My hairdresser even commented many times about how perfect the color was for me. I have now used the new formula two times and to my horror it's a completely different color and no longer a match to my natural color. There is now a definite and odd looking line of demarcation from where I just color the small gray areas. There is so much orange to this new color that it's ridiculous. I gave it a second chance and I had the exact same experience. I am begging you to revert back to your previous formula shade in this new line! When I read that another user's experience with ash brown had also produced the orange tones, I have sadly decided it's time to look for a different brand. Also, the smell of this new and "improved" line is frighteningly strong and harsh. I am BEGGING you to revert back to the previous formula, otherwise I feel that you'll lose a lot more of your product users than just me.

I purchased two boxes of L'Oreal Superior Preference colour 17 ( dark ash blonde) in October 2025 at Walmart for my mother. In October I applied the colour. To my surprise the colour came out with a purple tinge. At first I though maybe we left the dye too long before washing her hair. I coloured her hair again a few days ago and the same thing happened. The colour came out with a purple tinge. I believe there is something wrong the the lot #70Z506. Do not use this product.

[This review was collected as part of a promotion.] I found that the color was vibrant and rich but it did not last long for me and noticed it would rinse out heavily over time. The smell during application was also a bit strong and I found that the formula is very runny. This made the process a bit difficult. I would choose a different hair dye.

[This review was collected as part of a promotion.] L'Oreal permanent hair color was easy to use it was mess free the only thing I did do was protect the counter. I used two kits for my medium size hair and let it process for 25 minutes rinsing was just as easy with Luke water and used their conditioner for step 3 results were beautiful full coverage and even tone and no damage to hair.

I've used this dye monthly for many years. I stocked up my supply and recently realized they've changed the formula. The old formula made my hair heavenly soft, but after using the new formula, my hair is dry and unruly. I can barely comb through it and I have to use so much conditioner and leave in detangler that my hair requires more frequent washing, which fades the color faster. I'm researching other hair color brands now because I can't continue to use this L'Oreal product. It's a shame, as the old formula was fantastic and the color was amazing for me.

have used this shade for years and the NEW formula is awful. My hair turned brassy and reddish/orange instead of ash brown. It looks nothing like the box or the old version. I wasted my money and now I have to fix my hair. Please bring back the old formula , this one does NOT deliver an ash tone.

[This review was collected as part of a promotion.] The best thing about this product was that it didn’t have the harsh ammonia smell like other dyes. However, the grey coverage was not great and the color faded after a week. I wouldn’t buy this again.

[This review was collected as part of a promotion.] I picked the wrong shade, therefore did not personally use this product, but I did give assistance using it on a friend. The mixing phase was very simple, it created the perfect creamy texture. It was very easy to apply, there was no runny mix, it enveloped every strand perfectly. It was way easier to rinse out than a lot of hair dyes I've used, didn't take forever. When all was said and done the color looked amazing on my friend. Over time there was very little fading, the color lasted longer than I expected. After using this on my friend, I had to go get my own box of the shade that works best for me. I 100% recommend.

[This review was collected as part of a promotion.] Easy to apply! Great at covering roots. The product had a low odor and the ending color had a good shine. The products color faded somewhat quickly however.

Shame that loreal changed formula and cheating loyal customers. Hair color which has been working for years but no longer works. Stop cheating and read all the customer feedback in the recent months.SHAME!!!

I love the color but it within three days, the gray showed through. It's now been three weeks and I need to color my hair again. I usually use Excellence Creme my color was sold out so I decided to try Preference. I'm going to stick with Excellence Creme. It usually lasts six weeks.

[This review was collected as part of a promotion.] I received the L’Oreal Paris Preference Permanent hair color. The results were great when I first colored it but soon after the color faded fast from the sun and my hair had a lot of red and orange hues which I did not care for. The color did not hold for long. The process was easy and straight forward but hoping for better results.

Love this color. Easy to apply. I get a lot of compliments on this color.

[This review was collected as part of a promotion.] Great product that left my hair feeling Suprisingly conditioned after a color. This left my hair feeling soft and didn’t seem to act like a box dye. I would absolutely use this again.

[This review was collected as part of a promotion.] Wow! I was not expecting these results! My hair is so shiny! My husband helped me apply it but I think I could have done on my own. There was absolutely no mess, it was so easy and the payoff is incredible! I love it! The texture is not runny and it didn’t feel runny. It was a thicker formula but easy to work with.

Bring this shade back! Quit discontinuing shades!!

[This review was collected as part of a promotion.] I liked the non-chemical smell of this product. The application was easy and color was true to the photos. I intentionally applied this over some blonde highlights as I wanted the highlight parts to fade over time to bring dimension into the look. The color holds well for a box dye. The conditioner definitely made it feel soft and not overly dyed.

I purchased this based on some online research- did an all over color and when it was all done? It didnt do anything! I wonder if the product was somehow defective- this didnt even color the grey hair at my roots and temples. Still VERY grey. I even left the product on a few minutes longer- but nothing.