L’Oréal Paris Preference Ultra Platinum Bleach Permanent Hair Dye, Ultimate Advanced Lightening, Up to 9 Level Lift
In order to buy non-prescription medicines you must be a registered user of our site as we are obliged to record your transaction history. We also ask that you complete our questionnaire so our pharmacy team can check that this product is suitable for you to buy.
Disabled or chronically sick people can claim VAT relief on purchases for personal or domestic use that are applicable to their disability or sickness.
Collect 33 points with this purchase
Check store stock overlay
Please use this overlay to check for product availability
L'Oréal Preference Platinum Extreme Platinum Blonde Permanent Hair Dye
L'Oréal Paris Preference permanent hair dye, optimal grey hair coverage, fade-defiant hair colour result, blonde hair dye, Extreme Platinum, up to 9 level lift.
Preference by L'Oréal Paris is an expert of fade-defying hair colour. Go from brown to Platinum Blonde in just 1 step. The permanent hair dye provides a rich and long lasting hair colour with optimal grey hair coverage. Enriched with purple dyes to prevent a brassy effect. A reinforcing purple conditioner that intensely nourishes hair and reduces breakage, for up to 5x stronger hair* (instrumental test)
- Up to 8 weeks of fade-defying colour
- Lustrous day-1 colour and shine
- Ultra-intense. Enriched with purple dyes to prevent a brassy effect. A reinforcing purple conditioner that intensely nourishes hair and reduces breakage, for up to 5x stronger hair* (instrumental test)
How to use
STEP 1 – BEFORE COLOURING: Remember to be colour safe and always do your patch test 48 hours before use, even if you have already used colouring products before. Please follow the instruction leaflet and read the safety information. STEP 2 – PREP: Cover your shoulders with a towel and put on the gloves. Open the colouring bottle and pour it entirely into the developer bottle. Close with the applicator tip and shake it to obtain a completely even mixture. Twist off the applicator tip immediately to avoid bursting and damage from the product over flowing. STEP 3 – APPLY COLOUR: Part your hair into small, even sections and apply the colour. Refer to instructions for development time. Apply conditioner and then rinse thoroughly.
Hazards and Cautions
Important: This product contains persulfates and direct colourants. It can cause an allergic reaction which in certain rare cases may be severe.
It is essential to follow the precautions below:
Do not use if:
You are sensitive to persulfates or have previously experienced a reaction to a lightening product.
You have a rash on your face or sensitive, irritated and damaged scalp,
You have ever experienced any reaction after colouring your hair.
For all questions relating to your personal sensitivity, consult a doctor.
The brass-defy conditioner contains direct colourants.
You must do a skin allergy test without fail 48 hours before each use of this product (read and follow the instruction leaflet).
Remember to buy this product in advance in order to do the skin allergy test 48 hours before use.
The lightening mixture contains, hydrogen peroxide and persulfates.
Do not inhale or ingest.
In case of ingestion, do not induce vomiting and seek immediate medical attention.
Wear suitable gloves supplied in the carton.
Avoid contact of the product with eyes.
Do not use to lighten the eyelashes or eyebrows or any usage other than lightening the hair. To do so may cause blindness.
Rinse eyes immediately and thoroughly if product comes into contact with them.
If you wear contact lenses, take them out before rinsing the eyes.
In case of intense stinging, swelling, or burning sensation on the scalp or respiratory problems, rinse immediately with warm water and stop use. Before doing another lightening, consult a doctor.
Do not exceed development time. Rinse hair very carefully with warm water.
Do not use on hair that is very fine and fragile, sensitised, straightened or just after a perming process.
Do not use if the hair has been coloured with henna or a progressive hair colourant.
Never keep any mixture after application.
Keep out of reach of children.
Do not use on children
1113401 - Lightening Powder: Potassium Persulfate, Sodium Metasilicate, Sodium Persulfate, CI 77891 / Titanium Dioxide, Silica [Nano] / Silica, Kaolin, EDTA. (F.I.L. C54017/4)
1190317 - Lightening Cream: Aqua / Water, Cetearyl Alcohol, Ethanolamine, Propylene Glycol, Deceth-3, Laureth-12, Oleth-30, Lauric Acid, Glycol Distearate, Polyquaternium-22, Silica Dimethyl Silylate [Nano] / Silica Dimethyl Silylate, Carbomer, EDTA, Parfum / Fragrance. (F.I.L. C208215/1)
1190207 - Developer Cream: Aqua / Water, Paraffinum Liquidum / Mineral Oil, Hydrogen Peroxide, Cetearyl Alcohol, Sodium Cetearyl Sulfate, Sodium Salicylate, Sodium Sulfate, PEG-40 Hydrogenated Castor Oil, Phosphoric Acid, Tetrasodium Etidronate, Tetrasodium Pyrophosphate. (F.I.L. C199395/2)
1215605 - Brass-Defy Conditioner: Aqua / Water, Cetearyl Alcohol, Behentrimonium Chloride, Amodimethicone, Cetyl Alcohol, C12-15 Alkyl Benzoate, Guar Hydroxypropyltrimonium Chloride, Sodium Hydroxide, Hydroxyethylcellulose, Hydroxyanthraquinoneaminopropyl Methyl Morpholinium Methosulfate, Trideceth-6, Chlorhexidine Digluconate, Fumaric Acid, Isopropyl Alcohol, Citric Acid, Cetrimonium Chloride, Parfum / Fragrance. (F.I.L. C217502/1)