Preference Platinum Ultra Platinum Blonde Hair Dye
Reveal your inner blonde goddess with our new generation of extreme lightening tech...
Reveal your inner blonde goddess with our new generation of extreme lightening tech...
RECOMMENDED FOR YOU
RECOMMENDED FOR YOU
Product Information
Absolute platinum, lustrous shine
Reveal your inner blonde goddess with our new generation of extreme lightening technology, with up to 8 levels of lift. Keep colour and shine lustrous for weeks and protect against brassiness with our Brass-Defy Conditioner. Also with our exclusive High Shine Elixir.
Wit a luxurious fragrance to help enhance your lightening experience.
Our expert advice
"This Extreme platinum Blonde offers up to 8 level lightening power so it can even work beautifully on dark hair.''
Christophe Robin, Expert Colourist for L'Oreal Paris
Complete the look: Our model wears L'Oreal Paris Colour Riche Eyeshadow Palate in Nude Lingerie and Rouge Caresse Fashionista Pink 01.
Brass-defy conditioner
Enriched with cool colour tones to help protect against brassiness. Contains up to 6 weekly treatments.
Group IV: Lightening
Grey coverage: Not adapted for grey hair
Texture: Creme
Development time: 30 to 45 minutes
Features
Up to 8 weeks of fade-defying colour
Lustrous day-1 colour and shine
Ultra-intense
Warning or Restrictions
We advise, and it is stated on the product instructions, everyone should perform a strand test before dyeing their hair, even if they have used the product before, as that ensures they will achieve the right result
Product Specification
Lightening Powder: Formula No: 1113401, Potassium Persulfate, Sodium Metasilicate, Sodium Persulfate, CI 77891 / Titanium Dioxide, Silica, Kaolin, EDTA, F.I.L. Code: C54017/1,Lightening Creme: Formula No: 1113465, Aqua / Water, Cetearyl Alcohol, Ethanolamine, Propylene Glycol, Deceth-3, Laureth-12, Oleth-30, Lauric Acid, Glycol Distearate, Polyquaternium-22, Silica Dimethyl Silylate, Pentasodium Pentetate, Carbomer, Parfum / Fragrance, F.I.L. Code: C54016/1,Developer Creme: Formula No: 1071243, Aqua / Water, Paraffinum Liquidum / Mineral Oil, Hydrogen Peroxide, Cetearyl Alcohol, Steareth-20, PEG-4 Rapeseedamide, Tocopherol, Sodium Stannate, Polyquaternium-6, Pentasodium Pentetate, Phosphoric Acid, Tetrasodium Pyrophosphate, Hexadimethrine Chloride, Glycerin, F.I.L. Code: C41208/1,Brass-defy Conditioner: Formula: 1102469, Aqua / Water, Cetearyl Alcohol, Behentrimonium Chloride, Amodimethicone, Cetyl Alcohol, C12-15 Alkyl Benzoate, Isopropyl Alcohol, Hydroxyethylcellulose, Trideceth-6, Guar Hydroxypropyltrimonium Chloride, Linalool, Hexyl Cinnamal, Chlorhexidine Digluconate, Benzyl Alcohol, Citric Acid, Butylphenyl Methylpropional, Cetrimonium Chloride, Limonene, Geraniol, Amyl Cinnamal, Benzyl Benzoate, Hydroxyanthraquinoneaminopropyl Methyl Morpholinium, Methosulfate, Sodium Hydroxide, Parfum / Fragrance, F.I.L. Code: C54188/1,Hi-Shine Elixir: Formula No: 1089359, PPG-5-Ceteth-20, Helianthus Annuus Seed Oil / Sunflower Seed Oil, Parfum / Fragrance, Ethylhexyl Methoxycinnamate, F.I.L. Code: C48976/1,Please check back of pack for up to date ingredients
Product code: 547358
Product Uses
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.
Delivery (United Kingdom)
RAPID PICK UP IN-STORE FROM 30 MINUTES
Order online and collect from 30 minutes if your items are in stock in your chosen store
Cost: Free
Quick Pick Up In-Store is Logistics Lite
meaning when you pick up instore you are helping us to reduce our emissions by reducing the number of deliveries we have to make to our customers across our logistics network
RAPID HOME DELIVERY WITH 
Once your order is confirmed you may be able to arrange for your order to be delivered to your door
Cost: From £5.40 (excl.VAT)
NEXT DAY ORDER & COLLECT
Order before 5pm Monday - Friday (4.30pm in Northern Ireland) and collect next day in-store
Cost: From Free
NEXT DAY DELIVERY
Order before 8pm Monday - Friday for next day delivery. Orders placed between 8pm Friday and 8pm Monday will arrive on Tuesday
Cost: £4.90
ORDER & COLLECT
Order before 8pm and collect in-store in 3 - 4 working days
Cost: From Free
STANDARD DELIVERY
Order before 8pm - For delivery arriving in 3 - 4 working days
Cost: From Free
MARKETPLACE DELIVERY
Superdrug Marketplace sellers ship directly to customers, items are usually delivered within 3 - 5 working days.
For more information see our delivery information hub or view our returns policy.