Préférence Ultra Platinum from LOréal Paris, thanks to its innovative shine technology and patented high-resistance dyes, offers an extreme shine power of up to 9 levels. Luxurious durability of bright and noble color and long-lasting pure platinum effect. The new Strengthening Balm intensively nourishes the hair and reduces hair loss. Enriched with purple dyes to neutralize yellow reflections. Hair is up to 5 times stronger*. *instrumental test