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Préférence Vivids 5.664 Cherry Red is a permanent gel dye from L'Oréal Paris aimed at bold, saturated reds rather than natural copper tones. The kit pairs the color gel with a developer and a conditioning mask, and L'Oréal claims up to 100% gray coverage and hair that looks up to three times shinier. It suits adults with all hair types who want a long-lasting cherry red and are willing to commit to the upkeep. Against boxed reds from Clairol and Garnier, it is known for a vivid, cool-leaning red and a strong conditioning step, but reds fade faster than most shades whatever the brand.
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Lowest price we've seen: $11.62 on Nov 10 at amama. Tracked across 2 stores since Nov 10.
Owners praise the vivid cherry red and the soft, shiny finish right after coloring. Many say the color fades noticeably within a few weeks and needs refreshing, and some find the scent strong.
