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.