The new-and-improved Superior Preference Hair Color is powered by a new Fade-Defying system: a perfect concentration of long-lasting dyes combined with conditioning gel texture for better fiber coating. The formula provides long-lasting rich tones with up to 9 weeks of fade-defying color. Now with a no-drip texture, the new conditioning oil-in-gel formula offers a more precise application. Combined with the Shine Protect Conditioner, which is infused with a UV filter and Vitamin E, Superior Preference provides silky, resilient hair and high-impact shine and gives beautiful gray coverage for all hair types. Superior Preference is available in over 50 luminous shades, ranging a wide spectrum from champagne blonde to rich brown and deep red.