L\'Oreal Paris Preference 9L Extreme Platinum Blonde Hair Dye provides an anti-fade system for up to 6 weeks of shine. L\'Oreal Paris Preference 9L Extreme Platinum Blonde Hair Dye has a unique formula which will pr your hair with a beautiful colour and perfect coverage, even for greys. It is packed with long-lasting and high shine colour conditioner which will leave your hair feeling irresistibly soft and smooth to touch. Unlike other brands of hair dye, L\'Oreal will not damage your hair and will instead keep it wonderfully nourished, during and after the colouring process.