I have been using L'Oreal Paris Superior Preference Fade-Defying + Shine Permanent Hair Color, 6.5G Lightest Golden Brown for years. It's been a reliable product and I've gotten compliments on my hair often, thanks to it and my other hair care products. It hasn't seemed to be lasting as long at covering my grey as in the past so I thought I'd try this product, advertised as being better at this and with lasting results. I knew that there would be a difference in results, from past personal experiences and reading the reviews, so I ordered a lighter color. I'm happy that I did as it did turn out substantially darker than I thought from the manufacturer's indications.

It is mixed and applied similarly to my former kit. This comes with a brush to help with application but I didn't see the need to use it. My hair is just shoulder length and I was able to easily and thoroughly cover it with the amount of dye. I applied it to my temples and the roots first and then to the rest of my head. I also applied it to my eyebrows (carefully) as I usually do, as I have salt and pepper greys in them, which very much annoy me. I normally would just treat the roots but decided to do a whole head application since this was a new product. I'm glad that I did. I left the dye on for the advised 30 minutes before rinsing and conditioning.

The resulting coverage was good, for the most part, but much darker than I expected, and even darker than my former, "light golden brown" dye. Grey coverage is acceptable but I will have to update my review as to longevity as it's only been a few days. My hair appeared pretty dull at first but is looking better after one wash, and is shinier and more natural looking. My eyebrows even look pretty good.

The odor was stronger than my former color kit. The conditioner even had a strong scent. It lingered for at least a day, so that may bother some people. My biggest surprise was that this, "Dark Natural Golden Blonde" was so much different and darker than my former, "Light Golden Brown" even though they are both by L'Oreal. Fortunately, it doesn't look unnatural or bad on me, just different.

I will update my review as to the longevity as the weeks pass. I would not say that I have a lot of grey yet, even as I'm closing in on 70, but I've never let my color go that long either. My natural color, I believe, is probably close to what it is now, after this product, or a tad darker, FWIW. I will probably continue to use this product if the effects are longer lasting than my former coloring product, but will just do the root touch up so it's not such a drastic change.

I tried to take pictures to share but they do not show the color accurately and tend to red tones.

I recommend this but will update my review to address the long term effectiveness.

Update- I have used this a few times now and like it even more. It does seem to last longer than the former Preference color I was using, having better color "staying power". After the first use, it seemed that the color was less noticeably dark, or I was just used to it. Possibly, the change in formulas effected it the first time? I don't know. I'm happy with the results at this point.

As you can see from the pic, it dyed my roots perfectly, which is very impressive because this is my first time dying my hair myself this year, the other color was done by salons and I don't know which products they used, so the fact that it turned out the same color is amazing. ALSO! My natural hair is almost black and this lightened it a lot (tho I use vol 30 instead of the vol 20 that comes in the box) so it's great for lightening dark hair without bleach

I've used this for years. Love the color. People tell me it looks really natural. No complaints!

This is my favorite hair color but it's been discontinued. I did buy 6 boxes when I found out that they did discontinue this particular product so I would have some on hand until I could find a suitable replacement. I use the 7G color and it just seems like a perfect color for my skin tone and closest to my natural pre-gray color. Every single time I find a color I love with L'oreal, they discontinue it and I have to search out another color that works for me.

Pretty color, and it last like it says, seems gentle on hair too. I will buy again