$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Our true gold standard of hair color and shine since 1973
- Fade-defying color for up to 8 Weeks and shine system
- Available in over 50 luminous shades
- Includes our color protective Care Supreme Conditioner formulated with Camelina Oil, anti-oxidant Vitamin E and UV filter
Description
Our gold standard in luxurious permanent hair color since 1973. Superior Preference at-home hair coloring kit is special because it delivers super shiny luminous hair color. Preference gives you long lasting hair color that’s fade-defying for weeks and weeks. From root to tip whether you have blonde hair, brown hair, black hair or red hair color, your color won’t look dull or brassy. We pair our translucent gel hair dye formula with our exclusive Care Supreme Conditioner with Shine Serum that help keep color vibrancy and provides silky and shiny hair. Preference is available in over 50 Luminous Shades. Each shade is crafted to show infinite tones and reflects, so you can find your own Superior Preference signature.
Packaging may vary, what you receive may not be what is reflected on site.
Instructions vary by shade. For complete instructions, please refer to package insert located inside hair color box.
Important: Haircolor and bleaches contain ingredients which may cause allergic and/or other types of reactions. A skin allergy test is required 48 hours before each use of a haircolor product. Bleaches contain persulfates. Bleaches and high-lift haircolor shades cannot be used on relaxed hair; for other haircolor shades, wait at least 14 days after bleaching, relaxing or perming before coloring. This is a safety summary. Read all product labeling and instructions completely prior to use.
Packaging may vary, what you receive may not be what is reflected on site.
Instructions vary by shade. For complete instructions, please refer to package insert located inside hair color box.
Important: Haircolor and bleaches contain ingredients which may cause allergic and/or other types of reactions. A skin allergy test is required 48 hours before each use of a haircolor product. Bleaches contain persulfates. Bleaches and high-lift haircolor shades cannot be used on relaxed hair; for other haircolor shades, wait at least 14 days after bleaching, relaxing or perming before coloring. This is a safety summary. Read all product labeling and instructions completely prior to use.
Hair Type: All Hair Types
Product Warning: Not recommended for those with sensitive skin
Product Form: Liquid
Beauty Purpose: Hair Coloring
Processing Time: 25 Minutes
TCIN: 89437185
UPC: 071249682838
Item Number (DPCI): 063-01-0088
Origin: Imported
If the item details above aren’t accurate or complete, we want to know about it.
Ingredients:
color gel: 1285369 b aqua / water / eau, peg-4 rapeseedamide, alcohol denat., deceth-3, propylene glycol, ammonium hydroxide, laureth-5 carboxylic acid, dipropylene glycol, hexylene glycol, poloxamer 338, p-phenylenediamine, oleyl alcohol, hydroxybenzomorpholine, parfum / fragrance, ammonium thiolactate, m-aminophenol, erythorbic acid, 2,4-diaminophenoxyethanol hcl, n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate, tetrasodium glutamate diacetate, hydroxyethyl-3,4-methylenedioxyaniline hcl, 2-amino-3-hydroxypyridine, octadecyl di-t-butyl-4-hydroxyhydrocinnamate, citric acid. developer creme: 1190015 aqua / water / eau, hydrogen peroxide, cetearyl alcohol, trideceth-2 carboxamide mea, ceteareth-25, glycerin, phosphoric acid, tetrasodium etidronate, tetrasodium pyrophosphate, sodium salicylate. shine protect conditioner: 1217043 a aqua / water / eau, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera / candelilla wax / cire de candelilla, amodimethicone, cetyl esters, isopropyl alcohol, parfum / fragrance, phenoxyethanol, sodium pca, trideceth-6, tocopheryl acetate, ethylhexyl salicylate, linalool, hexyl cinnamal, benzyl alcohol, chlorhexidine digluconate, cetrimonium chloride, limonene, amyl cinnamal, geraniol, benzyl benzoate, camelina sativa seed oil, citronellol.
Allergens & Warnings:
CAUTION: THIS PRODUCT CONTAINS INGREDIENTS WHICH MAY CAUSE SKIN IRRITATION ON CERTAIN INDIVIDUALS AND A PRELIMINARY TEST ACCORDING TO ACCOMPANYING DIRECTIONS SHOULD FIRST BE MADE. THIS PRODUCT MUST NOT BE USED FOR DYEING THE EYELASHES OR EYEBROWS; TO DO SO MAY CAUSE BLINDNESS., HAIRCOLOR CAN CAUSE AN ALLERGIC REACTION, Not recommended for hair that has been previously colored Black., Avoid contact of this product with eyes and skin. If product gets into eyes, rinse immediately. Wear gloves provided in kit. Thoroughly rinse hair after application. Do not use over compound henna or progressive color. Wait at least 14 days after bleaching, relaxing or perming before coloring. Keep product out of the reach of children. Do not apply on children., USAGE ADVISORY-SAFETY WARNINGS IMPORTANT: HAIRCOLOR CAN CAUSE AN ALLERGIC REACTION WHICH, IN CERTAIN RARE CASES, CAN BE SEVERE. THEREFORE, YOU MUST FOLLOW THESE PRECAUTIONS: DO NOT USE IF: You have already had a reaction to a haircolor product. You have a sensitive, itchy or damaged scalp. IF YOU HAVE A TATTOO, the risks of allergic reaction may be increased. PERFORM A SKIN ALLERGY TEST 48 HOURS BEFORE EACH USE OF THIS PRODUCT (see insert). REMEMBER TO BUY YOUR PRODUCT 2 DAYS AHEAD OF TIME.Shipping details
Estimated ship dimensions: 6.38 inches length x 3.55 inches width x 2.32 inches height
Estimated ship weight: 0.573 pounds
We regret that this item cannot be shipped to PO Boxes.
This item cannot be shipped to the following locations: American Samoa (see also separate entry under AS), Guam (see also separate entry under GU), Northern Mariana Islands, Puerto Rico (see also separate entry under PR), United States Minor Outlying Islands, Virgin Islands, U.S., APO/FPO, Alaska, Hawaii
Return details
This item must be returned to any Target store.
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 6680 reviews
effectiveness: 3.2 out of 5
quality: 3.17 out of 5
value: 3.09 out of 5
52% would recommend
371 recommendations
Amazing
5 out of 5 stars
terrylheureux_7102 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Really good coverage, smells pretty nice actually not reeking of chemicals. Easy application I expect nothing less from L'Oreal as they are always my go-to product to purchase when I dye my hair. But the hair turned out great and didn't stain for too long like other brands I've tried.
Very nice black color
5 out of 5 stars
dominiquegc98c_439 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The packaging is very nice, the smell does smell good. The application process was very easy. Definitely left my hair feeling shiny .tge coverage was very good too!
L’Oreal hair dye
5 out of 5 stars
angelacd772_1468 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oreal is a life saver for does who can’t afford an expensive hair salon change making things easy and affordable. Love the availability of different colors. It was much needed for a hair color change and L’Oreal did its magic easy to read instructions and easy to apply left my hair soft and smooth with a shine to it
Dull
1 out of 5 stars
Tammy1970 - 6 days ago
originally posted on lorealparisusa.com
I've tried many red's from you and every single one was dull. I now use splash ombre red/orange & it's vibrant. If you can create a bright red/orange that's shiny and vibrant then I'll reconsider.
Great shade.
5 out of 5 stars
cupcakejane_5635 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L'Oréal Superior Preference Permanent Haircolor in Medium Brown (Shade 5) is a highly reliable and impressive product. It delivers on its promises of rich, fade-defying color, excellent gray coverage, and a beautiful, high-impact shine. If you're looking for a dependable at-home hair color that yields professional-looking results and lasts, this is an excellent choice. 2 boxes were given but only 1 was used in these before and after photos.
Wrong color
1 out of 5 stars
Thumbs down graphic, would not recommend
YR - 8 days ago, Verified purchaser
I’ve used this brand and color before… this one was not right! Came out awful!
1 reply from L'OrealParisProductExpert team - 6 days ago
Hi there YR! Thank you for reaching out to us about the Superior-Preference-Cool-Blonde-Hair-Color, in the shade 5CB Chestnut Brown. We would like to speak to you directly so we can find the best suited product for you, please call us at 1-800-631-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
Perfect!!!
5 out of 5 stars
Eli E - 8 days ago
originally posted on lorealparisusa.com
First time using Preference. Always had my hair professionally colored, but the place i go has increased price tremendously. It is always hard to find the perfect red shade. They are all either too bright, too dark, or just too red. I found light amber brown and decided to give it a shot. It is very easy to apply. Don't over think doing the back. I just squeezed lined and rubbed into roots all around then pulled color through the rest of my hair. I have thin hair down to my waist. I wasted a new box because I thought I would need two boxes. I only used one. Followed all instructions to the T. Rinsed, conditioned and used a hair dryer to dry it fast so I could see end result. I was amazed. Yes, it is brown, but has a red tone to it. Because of prior foils, I had blonde left and now it looks like I have a reddish highlight to my hair. This will be my new go to color from now on. No more spending hundreds on hair color. And I'll be able to keep up with it. Thank you Loreal for this specific color!!!
Nice
4 out of 5 stars
vanessaelli_9763 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The packaging of the product is impressive, featuring a convenient twist-off cap rather than a traditional cut-off tip. This innovative design enhances usability and is a refreshing change. However, it's important to note that the scent is somewhat overpowering, with a noticeable ammonia odor. Despite this, the overall quality and effectiveness of the product remain satisfactory.
Great product
5 out of 5 stars
etherhaneefa_8612 - 13 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 - 15 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 - 15 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 - 17 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 - 17 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 - 18 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 - 19 days ago, Verified purchaser
I ordered it for my friend, she's very excited
Full coverage
5 out of 5 stars
- 20 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 - 21 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 - 23 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 - 24 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 - 24 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.