$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Light Auburn Permanent Hair Dye: For gorgeous, fade-defying and dimensional hair color; Includes color protective Care Supreme Hair Conditioner with Shine Serum formulated with Camelina Oil, Antioxidant Vitamin E and UV filter for vibrant, silky hair
- Shiny, Luminous Light Auburn Hair Color: Superior Preference Permanent Hair Color has been our true gold standard of color and shine since 1973; Available in over 50 luminous shades, ranging a wide spectrum from champagne blonde to rich brown and deep red
- Long-Lasting Hair Dye Kit: Crafted to reflect infinite tones so you can create your own Superior Preference hair color signature; Fade-defying Color & Shine system creates rich, long-lasting color that lasts up to 8 weeks
- L'Oreal Paris Hair Color: We offer permanent, semi-permanent, and temporary hair dye plus root cover up, anti-brass toners and lightening systems; Cover gray hair, highlight, go bold with bright color or even try an ombre hair color
- L'Oreal Paris Innovation: We are a total beauty care company that combines the latest in technology with the highest in quality for the ultimate in hair color, hair care, hair style, skin care and cosmetics
Description
Preference’s Superior Fade-Defying Color & Shine system creates luminous, lit-from-within color, with natural-looking highs & lows, and beautiful gray coverage. With up to 8 weeks of fade-defying color, rich, long-lasting color shines from every strand and resists fading or turning brassy week after week. The kit also includes a color protective Color and Shine Conditioner formulated with Golden Camelina Oil, Anti-Oxidant Vitamin E and UV filter to help keep first day color vibrancy and silky, resilient hair.
Whether you desire blonde hair, brown hair, black hair or red hair, Superior Preference has an at-home solution for you. Superior Preference is available in 49 luminous shades that range across a wide spectrum of different tones. Each shade is crafted to show infinite tones and reflects, so you can find your own Superior Preference signature.
Instructions vary by shade. For complete instructions, refer to package insert located inside hair color box.
_
How to use for the first time:
Apply All Over. Apply hair color mixture to dry, unwashed hair. Apply color at your root area and through ends until completely saturated.
Leave on for 25 minutes.
Rinse-out until water runs clear.
Condition. Apply enough Color & Shine Conditioner to thoroughly saturate hair and leave on for 2-3 minutes. Rinse.
How to touch up roots:
Touch up root area first. Make ¼” partings through dry, unwashed hair with applicator tip. Apply hair color mixture onto new growth root area only until completely saturated. Leave color on new growth root area for 20 minutes. TIP: For resistant grays, leave on for an additional 5 minutes.
Apply to rest of hair. Apple remaining product to rest of hair to refresh color. Let develop for 5 minutes. Total application time is 25 minutes.
Rinse-out until water runs clear.
Condition. Apply enough Color & Shine Conditioner to thoroughly saturate hair and leave on for 2-3 minutes. Rinse.
_
Questions on how to apply Preference hair color? Text our hair color Concierge for expert advice: 833-856-7325
What is the difference between L’Oreal Preference and L’Oreal Excellence haircolor?
Preference and Excellence are both permanent hair colors. Excellence is a crème color that provides 100% gray coverage. Preference is a liquid gel color that provides fade-defying, luminous color for up to 8 weeks. For multi-dimensional, salon-inspired results, we recommend using Preference. To cover resistant grays, we recommend using Excellence.
Which L’Oreal Preference shade should I choose?
There is a shade guide included on the side of each pack to show the color results depending on your starting hair color. Color result may vary depending on your starting hair color and condition.
Packaging may vary, what you see may not be reflected on site.
Whether you desire blonde hair, brown hair, black hair or red hair, Superior Preference has an at-home solution for you. Superior Preference is available in 49 luminous shades that range across a wide spectrum of different tones. Each shade is crafted to show infinite tones and reflects, so you can find your own Superior Preference signature.
Instructions vary by shade. For complete instructions, refer to package insert located inside hair color box.
_
How to use for the first time:
Apply All Over. Apply hair color mixture to dry, unwashed hair. Apply color at your root area and through ends until completely saturated.
Leave on for 25 minutes.
Rinse-out until water runs clear.
Condition. Apply enough Color & Shine Conditioner to thoroughly saturate hair and leave on for 2-3 minutes. Rinse.
How to touch up roots:
Touch up root area first. Make ¼” partings through dry, unwashed hair with applicator tip. Apply hair color mixture onto new growth root area only until completely saturated. Leave color on new growth root area for 20 minutes. TIP: For resistant grays, leave on for an additional 5 minutes.
Apply to rest of hair. Apple remaining product to rest of hair to refresh color. Let develop for 5 minutes. Total application time is 25 minutes.
Rinse-out until water runs clear.
Condition. Apply enough Color & Shine Conditioner to thoroughly saturate hair and leave on for 2-3 minutes. Rinse.
_
Questions on how to apply Preference hair color? Text our hair color Concierge for expert advice: 833-856-7325
What is the difference between L’Oreal Preference and L’Oreal Excellence haircolor?
Preference and Excellence are both permanent hair colors. Excellence is a crème color that provides 100% gray coverage. Preference is a liquid gel color that provides fade-defying, luminous color for up to 8 weeks. For multi-dimensional, salon-inspired results, we recommend using Preference. To cover resistant grays, we recommend using Excellence.
Which L’Oreal Preference shade should I choose?
There is a shade guide included on the side of each pack to show the color results depending on your starting hair color. Color result may vary depending on your starting hair color and condition.
Packaging may vary, what you see may not be reflected on site.
Hair Type: All Hair Types
Health Facts: Contains Vitamin E
Product Warning: Not recommended for those with sensitive skin
Product Form: Liquid
Includes: Gloves
Beauty Purpose: Hair Coloring
Processing Time: 25 minutes
TCIN: 11475713
UPC: 071249253120
Item Number (DPCI): 063-01-0835
Origin: Made in the USA or Imported
If the item details above aren’t accurate or complete, we want to know about it.
Ingredients:
color gel: 1055895: aqua/water, trideceth-2 carboxamide mea, propylene glycol, hexylene glycol, peg-2 oleamine, polyglyceryl-4 oleyl ether, oleyl alcohol, alcohol denat., ammonium hydroxide, polyglyceryl-2 oleyl ether, oleic acid, sodium diethylaminopropyl cocoaspartamide, pentasodium pentetate, ammonium acetate, fragrance, sodium metabisulfite, p-aminophenol, 2-methyl-5-hydroxyethylaminophenol, 4-amino-2-hydroxytoluene, erythorbic acid, p-phenylenediamine, 2- amino-3-hydroxypyridine, m-aminophenol, resorcinol, alpha-isomethyl ionone, eugenol, linalool, citronellol f.i.l. # d33282/2, color optimizing creme: 178914 u: aqua/water, hydrogen peroxide, cetearyl alcohol, trideceth-2 carboxamide mea, ceteareth-25, glycerin, pentasodium pentetate, sodium stannate, tetrasodium pyrophosphate, phosphoric acid f.i.l. # d12836/18, care suprême® conditioner: 1087166 k: aqua/water, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera/candelilla wax, amodimethicone, cetyl esters, isopropyl alcohol, fragrance, sodium pca, trideceth-6, linalool, hexyl cinnamal, benzyl alcohol, chlorhexidine dihydrochloride, centrimonium chloride, butylphenyl methylpropional, limonene, alcohol denat, geraniol, amyl cinnamal, ppg-5-ceteth-20, benzyl benzoate, camelina sativa seed oil, oleth-10, citronellol, disodium cocoamphodipropionate, lecithin, phosphoric acid, tocopherol, ethylhexyl salicylate f.i.l. # d192716/1
Shipping details
Estimated ship dimensions: 2.25 inches length x 3.5 inches width x 6.25 inches height
Estimated ship weight: 0.58 pounds
Return details
This item can be returned to any Target store or Target.com.
This item must be returned within 90 days of the date it was purchased in store, shipped, delivered by a Shipt shopper, or made ready for pickup.
See the return policy for complete information.
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Guests are saying
This hair dye offers an easy application process and impressive results, making it a great choice for guests looking to color their hair at home. Many guests appreciate the nourishing conditioner that leaves hair soft and shiny, while the color accuracy and gray coverage are frequently praised. The product is suitable for various hair types and colors, providing a pleasant experience overall, despite some concerns about the strong scent.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
4.2 out of 5 stars with 6660 reviews
effectiveness: 3.2 out of 5
quality: 3.18 out of 5
value: 3.1 out of 5
52% would recommend
370 recommendations
Great product
5 out of 5 stars
etherhaneefa_8612 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I really love this hair dye because it doesn’t dry my hair out like some others do and instead it makes my hair shine and smell so good. It covers my grays completely and the applicator makes it easy to distribute in my hair. Love it. My new favorite
Change it back please
2 out of 5 stars
Mellie - 5 days ago
originally posted on lorealparisusa.com
You changed the formula, and made it thinner, less moisturizing and it now dries out my hair. The smell is also overbaring as well. I've been using this product for years and I noticed the change immediately. I can not tell you how annoying it is when companies do this, just leave things as they are. Go back to the original formula, this one is drying and damaging. You removed the Original: More emollient, fatty-alcohol rich = smoother application, silkier finish. The new formula is thinner, more watery or quick-drying and dries out the hair shaft and makes application difficult. It is also not as dark of a black, it's more brown, I have to look for a new brand now or color which is upsetting as this left my hair absolutely beautiful and everyone thought it was natural on me, I got so many compliments on how healthy my hair looked unti you recently changed it and it started damaging my hair and fading faster. I thought at first it was due to something with my hair but then I studied the changes you made to the product. Please change the formula back and..maybe the original picture, cause...new one is kinda meh...
Good coverage
3 out of 5 stars
jtorres1_612 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L'Oreal Paris Superior preference is a pretty good product. It gives great gray coverage. My main complaint about this product would be, that it's very drying and the conditioner that is provided with it did not seem to revive the dryness.
Amazing
5 out of 5 stars
crystalm655_3671 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I was honestly nervous to try a light ash blonde at home, but L’Oréal Superior Preference completely blew me away! 💁🏼♀️ The color came out exactly as I hoped—bright, cool-toned, and super shiny. I love that it comes with two boxes (perfect for long or thick hair) and the instructions were super clear. It didn’t smell too strong, and the conditioner included made my hair feel salon-soft. I had some brassiness from old color, and this neutralized it beautifully. Great texture. If you’re trying to get that clean, luminous blonde without going to the salon, this is the one. I’ll definitely be repurchasing for touch-ups! ✨
Love
5 out of 5 stars
mariama9b3_4794 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love the shine it left my hair. It made it look so nice and the application was easy to Follow. I would do this again to dye my hair. I really loved it
9V hair dye is the best for even lift all over
5 out of 5 stars
Thumbs up graphic, would recommend
Olivia - 8 days ago, Verified purchaser
I got the 9V and it worked so well! It evened out my hair completely blended the roots and now I tone with redken shades eq! Literally perfect! Thick hair use 2 bottles as well.
Jamilah
5 out of 5 stars
Thumbs up graphic, would recommend
Jamilah - 9 days ago, Verified purchaser
I ordered it for my friend, she's very excited
Full coverage
5 out of 5 stars
- 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This is one of the best brands in my opinion. Thank you influenster for the free hair dye not only that you gave me two. You must know I have a lot of hair because I always need two boxes 💕 Doesn’t really have a scent but it does make my hair shiny and restores it naturally state.The applicator was easy to assemble instructions and gloves are available in the box.
Liked it!
4 out of 5 stars
alainaw4fed_2791 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This product delivers a beautiful, natural-looking blonde shade that isn't too harsh or artificial. The color turned out exactly as expected.
Works great
5 out of 5 stars
milanip1_6738 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] it was well packaged. Easy to open and mix. Everything included. The smell was there not over powering. It cover all my gray hair. It works really well. No smell afterwords since the conditioner smells really good leaves hair really soft.
Good Kit
5 out of 5 stars
freebiefavesfinder_8590 - 14 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I am usually not a boxed hair dye kind of person because my sister is a hair stylist and does my hair for me, however, with her guidance we tried out the L'Oreal Paris Superior Preference Permanent Hair Color in the shade 6 Light Brown. The boxed kit came with everything needed to color my hair such as the developer, gel color, and shine protectant conditioner. The steps were pretty easy to follow and application went on fine. I would have liked to have some gloves and a brush included in the kit but luckily I had my own gloves. Process was pretty easy, smell wasn't too bad and the results were a shiny head of light brown hair!
Try it.
5 out of 5 stars
jonielle679_6064 - 14 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This lasted a lil over 3 months for me. I loved the color and I received so many compliments on it. It has such a shine. Covered my grays perfectly, smelled heavenly. I had a lot left over too in the bottle it went on super easy. Packaging was your normal box dye setup.
Black hair
5 out of 5 stars
lizzie_13_4711 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Love this brand been using it for a long time now and honestly I love it the packaging looks amazing and the application process is really good and easy the scent not to strong but you can smell it tho the texture of it is amazing very pigmented
Hair color
5 out of 5 stars
vanessal199_1408 - 16 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Amazing hair dye I love how black this hair dye is there is a lot of shine added to my hair after dying it I highly recommend this product the application was super easy
Perfect!
5 out of 5 stars
stephaniew210_3679 - 16 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have brown hair and wanted to go dark but not too dark, so a soft black was what are you?It chose to use to color my hair, and I cannot be happier! It was so easy to apply, and 2 boxes was plenty to cover my thick hair from root to tip. Looks professional for a low price point straight from the shelves of any grocery store. I love it!
Rich Brown, stunning shine.
5 out of 5 stars
evangelinem8_1947 - 16 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] It's been a while since I've dyed my hair, so this was a nice surprise to have in getting a new look! L'oreal hair care has been a trusted name, and this stunning color was of no surprise - absolutely gorgeous. It created bold, rich brown tones and left my hair incredibly soft. It's been about a month since dying and color hasn't faded in the least. 5/5 stars!
My favorite
5 out of 5 stars
- 18 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] My hair has always been black, but I hate that it becomes dull super fast. I’ve used L’Oréal for the last 12 months and I’ve seen it more shiny and smooth, my hair is not breaking as much as I don’t loose much hair after dying. So I totally will keep using it
Covers Gray
4 out of 5 stars
Lisa Lee73 - 19 days ago
originally posted on lorealparisusa.com
I’ve used the 6am color for years. This brand offers the best gray coverage overall but the color has always been perfect. I just returned to the color after about 2 years off. The new 6am color turned out more copper. I found 2 of my original boxes this month and it’s the color I’m used to from years ago. Not sure if the box change came with a formula change. Either way, the color takes to gray very well and my natural red hair blends in perfectly with the colored grays.
Great coverage for grays, but irritated my scalp s
4 out of 5 stars
chicka007_4211 - 19 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Application is easy you mix everything together in a bottle container and apply, The scent is very chemically strong i wish they would get rid of it, it kind of irritated my scalp a little it, It comes in a box with instructions and a conditioner, i applied the conditioner that comes inside the box, coverage its great it covered my grays... You see the results but it irritated my scalp a little bit.
Gentle and effective
3 out of 5 stars
callmepinky_9991 - 19 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I gave this hair color to my niece. She loves to color her hair regularly. I will post a pic when I can. She stated it was gentle on her already colored hair and did not cause any damage. L’Oreal is always a good trusted product for hair and make up!