Preference 10.1 Helsinki Very Light Ash Blonde Hair Dye
Shade 10.1 was inspired by Helsinki, the city that rests on the Baltic Bay. This true Nordic blon...
Shade 10.1 was inspired by Helsinki, the city that rests on the Baltic Bay. This true Nordic blon...
RECOMMENDED FOR YOU
RECOMMENDED FOR YOU
Product Information
Shade 10.1 Helsinki
Shade 10.1 was inspired by Helsinki, the city that rests on the Baltic Bay. This true Nordic blonde, enriched with ashy reflects, will illuminate your hair like the Midnight moon over the city.
Luminous Colour Full of Reflects
The translucent gel formula associated with the new precious oil drop intensifies natural tones of your hair colour. Up to 100% grey coverage.
Discover the unique shades of Preference with light-reflecting dyes, for a luminous colour full of reflects.
New Sensorial Fragrance
A new floral fragrance with amber notes for an improved sensorial experience at application.Shine Protect Conditioner
Enriched with a UV filter and Vitamin E derivative. Use week after week to preserve the shine of your coloured hair.
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
1055786 - Colourant Gel: Aqua / Water, Trideceth-2 Carboxamide MEA, Propylene Glycol, Hexylene Glycol, PEG-2 Oleamine, Polyglyceryl-4 Oleyl Ether, Oleyl Alcohol, Ammonium Hydroxide, Alcohol Denat., Polyglyceryl-2 Oleyl Ether, Oleic Acid, Sodium Diethylaminopropyl Cocoaspartamide, 2,4-Diaminophenoxyethanol HCL, m-Aminophenol, Sodium Metabisulfite, Hydroxypropyl BIS(N-Hydroxyethyl-p-Phenylenediamine) HCL, Eugenol, Ammonium Acetate, Pentasodium Pentetate, Linalool, Alpha-Isomethyl Ionone, p-Phenylenediamine, Resorcinol, Citronellol, Erythorbic Acid, Parfum / Fragrance, F.I.L C32834/1,178914 - Developer Creme: Aqua / Water, Hydrogen Peroxide, Cetearyl Alcohol, Sodium Stannate, Trideceth-2 Carboxamide MEA, Pentasodium Pentetate, Phosphoric Acid, Ceteareth-25, Tetrasodium Pyrophosphate, Glycerin, F.I.L. C13169/25,1087166 E - High Shine Conditioner: Aqua / Water, Cetearyl Alcohol, Glycerin, Behentrimonium Chloride, Candelilla Cera / Candelilla Wax, Amodimethicone, Cetyl Esters, Isopropyl Alcohol, Tocopheryl Acetate, Alcohol Denat., Lecithin, Tocopherol, Sodium PCA, Oleth-10, PPG-5-Ceteth-20, Ethylhexyl Methoxycinnamate, Ethylhexyl Salicylate, Trideceth-6, Chlorhexidine Dihydrochloride, Limonene, Camelina Sativa Oil / Camelina Sativa Seed Oil, Linalool , Benzyl Alcohol, Benzyl Benzoate, Phosphoric Acid, Geraniol, Disodium Cocoamphodipropionate, Cetrimonium Chloride, Butylphenyl Methylpropional, Citronellol, Hexyl Cinnamal, Amyl Cinnamal, Parfum / Fragrance, F.I.L. C159572/2,1166538 - Colour Extender: Aqua / Water, Cetearyl Alcohol, Behentrimonium Chloride, Amodimethicone, C12-15 Alkyl Benzoate, Guar Hydroxypropyltrimonium Chloride, Hydroxyethylcellulose, Hydroxyanthraquinoneaminopropyl Methyl Morpholinium, Methosulfate, Sodium Hydroxide, Stearyl Alcohol, Trideceth-6, Chlorhexidine Digluconate, Limonene, Fumaric Acid, Linalool, Benzyl Alcohol, Benzyl Benzoate, Isopropyl Alcohol, Myristyl Alcohol, Geraniol, Cetyl Alcohol, Citric Acid, Butylphenyl Methylpropional, Cetrimonium Chloride, Hexyl Cinnamal, Amyl Cinnamal, Parfum / Fragrance, F.I.L C178462/1,Please check back of pack for up to date ingredients
Product code: 21949
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.