Permanent colourant. Br br r233cital has been improved and become pr233f233rence. Still the same sophisticated colour with perfect grey coverage, but with a new shine enhancing conditioner. Br br fade resistant colour technology. Br an innovation from the l'or233al laboratories, pr233f233rence patented fade resistant colourants, ensures a colour that doesn't fade and a superior shine. The colour stays truly beautiful, shinier, for longer. No dullness. No flatness. Br br new shine enhancing conditioner. Br a new multi application shine enhancing conditioner up to 5 luxurious applications, to help keep in first day colour radiance and shine. With rich conditioners and a uv filter, it leaves your hair radiant and protects it from getting dry. Br br superior colouring experience. Br a colour gel technology with a luxurious scent that doesn't drip. Professional quality gloves which fit your hands. Br br the result depends on your natural hair colour. Br br this shade has a lightening effect which is much stronger than that of other pr233f233rence r233cital shades, however it is not a pre lightening shampoo. Therefore lightest natural blonde to light natural blonde effect will only be achieved on fair to medium hair. Br if your hair is darker, you need to use l'or201al super blonde pre lightener followed by selected blonde shades of pr233f233rence r233cital not blondissimes. Br br l'or233al has almost 100 years of experience at the forefront of scientific research and development in hair colouring. We are continuously listening to women's needs worldwide and are committed to offering them the most luxurious colouring experience combined with the latest technology and the widest colour choice. Br as the worldwide no. 1 in hair colourants, you can be confident that l'or233al better understands your needs and consistently delivers expert quality and results.