For the last 40 years, women have had the ability to create multi-tonal colour at home, all thanks to the L'Oréal Paris Preference range. Breaking free of block shades of blonde, red and brown, Preference has given women the opportunity to create hair colour previously reserved for the salon.
L’Oréal Paris’ creative colourist director Christophe Robin says he isn’t surprised by the popularity of the range. Preference gives a woman any sort of hair colour result she could possibly want… from pure blondes to the most intense shades of brunette, not to mention the densest, most chromatic reds,” Robin says.
To celebrate the 40th anniversary, Robin has created a collection of unique Preference hair colour shades to celebrate the birthday. The bespoke shades have been developed in collaboration with some of the brand’s most glamorous ambassadors, including Claudia Schiffer, Doutzen Kroes and Bianca Balti.
Additionally, Preference’s packaging will be receiving a makeover. For the first time, the hair colour visuals used on the packaging were shot with using fashion models and fashion shoot-standard lighting. The new-look products will also now feature a special make-up look created especially for that hair colour.