Get superior permanent hair color with L Oréal Paris Superior Preference Fade-Defying Color. The superior fade-defying color and shine system creates a rich long-lasting spectrum with luminosity shine and beautiful gray coverage. Our unique Hi-Lift No-Brass technology lightens even the darkest hair so you can get your desired shade without any brassiness. Plus our Color and Shine Conditioner formulated with Camelina Oil Vitamin E and UV Filter helps keep first-day color vibrancy and provides silky soft hair.