Préférence Preference Permanent Hair Colour - 9.1 Viking Light Ash Blonde

I have been buying this product for many years as it has been the perfect Light Ash Blonde and has kept my hair in good condition. The packaging has changed from Viking to “Oslo” with the claim “New Look New Name (BEFORE,VIKING) Same Shade”. This is absolutely false... this is now a sandy blonde... ie it throws Gold tones, NOT Ash. Loreal no longer offers an Ash Blonde at all. They have done the same with the Excellence Cream range. AWFUL COLOUR!!!!! One star and really shouldn’t get that for the blatant lie on the product. The product in addition now dries out my hair terribly. What on earth??? Why make a great product into a terrible product???? Bizarre.

I second the opinion of Iza. I'm a natural blonde a bit lighter than the shade as the lightest "pre" image on the back of the box. It turned my hair the darkest blonde "pre" shade almost exactly. I have never used L'Oreal's hair colourant before and I never will again. I bought one of the lighter shades thinking it would resolve it but it only took some of the redness away. I am so selfconscious at work and really angry with myself. I'll be switching back to my usual brand - nice n' easy - which at least gives results that match the box!
Very, very unhappy. Would strongly advise you to reconsider if you're thinking about giving this a go.

I recently used the New Look Same Shade 9.1 Viking Light Ash blonde which I have been using for 10 years. I have always loved the product and been proud of my hair. This new look same shade has made my hair a dark ash color and I hate it. wHY have you changed the product and not put more information on the box. Please explain?

I have used this sane colour 9.1 light Ash Blonde for about 5 years and I have always been happy with it, I used it about two months ago and it turned my hair a very dark warm colour with no sight of ash blonde at all, I thought I did something wrong so I brought it again and it has done the same thing again, i double checked the box that it said the correct colour on it I can only think that you have changed the formula with this colour as it’s nothing like the old colour, I absolutely hated this colour and has made me to afraid to try it again so sorry L’Oreal you have lost me.

I have been using L'OREAL Preference Oslo for many years and have been very happy with the results. I have strong hair and find I need to leave it on longer to now cover my grey hairs which I did not have when I started using it! Sadly, I am finding it more and more difficult to obtain as the shops where I used to buy it don't seem to stock Oslo. I have tried Excellence number 9 but it resulted in totally the wrong shade. Does this mean you are not manufacturing this product? Please could you give me feed back. If this is the case I will be a very disappointing customer!

I have naturally dark blonde hair and use this colour to lighten it and it gives me a lovely natural light blonde look, my only problem is the grey coverage only lasts for around 3 to 4 weeks and then the grey is noticable however this seems to happen with the other hair dye brands I have also tried that are available on the market, I would definately recommend this product to anyone who is already a natural blonde that wants to go a few shades lighter, its easy to use and there is enough solution to cover my long hair and leaves it feeling nice and soft and smooth.

i have used loreal for a long time now but this new dye with colour extender seems to have changed the product. after applying dye and rinsing out my hair felt matted and stripped of all oils etc. the conditioner made a differnce but my hair now feels like straw and has no shine. i will not be using this product again. i have also been disappointed with the root touch up. loreal what ever your doing please go back to the old dye it was lovely and worked well............all you have done now is ruin the product!

I recently used the New Look Same Shade 9.1 Viking Light Ash blonde, 3 times hoping for improvement! I've used this product and shade for more than 10 years. I loved the product as it wasn't harsh on my hair and I got the result I had been looking for, for a long time. The new look shade turned my hair a blue grey color and I hate it. Had to keep washing it to get rid of the awfull colour. This change certainly was not for the better. Now I'm looking for another brand to match my needs, so disappointing!!