$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Natural Blonde 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 Natural Blonde 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.
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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.
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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: 11475709
UPC: 071249253243
Item Number (DPCI): 063-01-0847
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: aqua/water, trideceth-2 carboxamide mea, propylene glycol, hexylene glycol, peg-2 oleamine, polyglyceryl-4 oleyl ether, ammonium hydroxide, oleyl alcohol, alcohol denat., polyglyceryl-2 oleyl ether, oleic acid, sodium diethylaminopropyl cocoaspartamide, pentasodium pentetate, ammonium acetate, fragrance, sodium metabisulfite, erythorbic acid, resorcinol, p-aminophenol, p-phenylenediamine, alpha-isomethyl ionone, eugenol, m-aminophenol, linalool, citronellol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl f.i.l. #d33266/2, color optimizing creme: 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: aqua/water, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera/candelilla wax, amodimethicone, cetyl esters, isopropyl alcohol, alcohol denat., lecithin, tocopherol, sodium pca, oleth-10, ppg-5-ceteth-20, ethylhexyl salicylate, trideceth-6, chlorhexidine dihydrochloride, limonene, camelina sativa oil/camelina sativa seed oil, linalool, benzyl alcohol, benzyl benzoate, phosphoric acid, fragrance, geraniol, disodium cocoamphodipropionate, cetrimonium chloride, butylphenyl methylpropional, citronellol, hexyl cinnamal, amyl cinnamal f.i.l. #d158454/4
Shipping details
Estimated ship dimensions: 6.4 inches length x 3.52 inches width x 2.42 inches height
Estimated ship weight: 0.57 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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Summary of reviews
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 6542 reviews
effectiveness: 3.18 out of 5
quality: 3.17 out of 5
value: 3.07 out of 5
52% would recommend
367 recommendations
Love it
5 out of 5 stars
Thumbs up graphic, would recommend
TargetLover - 7 days ago, Verified purchaser
Pleased with the color and longevity. I've been struggling with other box dye washing out but this one has performed much better and not gotten brassy after 5 weeks.
I wanted light blond, I got light purple
1 out of 5 stars
Purple - 10 days ago
originally posted on lorealparisusa.com
I tried Loreal Preference Light Ash Blond 9.12. Permanent hair color. I followed the instructions to the letter. What I got was a light purple over my white grey hair. It did not cover the grey and it is far from looking like the color on the cover of the box. It is not blond, it is light purple! Now I have to go back to the store and repair the damage with another product.
They changed the product and ruined it.
1 out of 5 stars
Cynthia G - 11 days ago
originally posted on lorealparisusa.com
I have used this since I was 15 years old and I got gray hair and started dying it. I am now 64 and you change the color. This is not the color. I have dyed my hair for decades. I’m very disappointed in you as a company for changing the die colors. The 9N was what I used, now that color is a dull brownish looking color. It is horrible like a dark blonde. I have never used a dark blonde three days after dying it the gray was showing again, so no, you did not improve your hair color. Now I have to find a new color and probably a new brand.
Pref 7 looks strawberry blond instead dark blond
3 out of 5 stars
rdc17 - 11 days ago
originally posted on lorealparisusa.com
I have used Preference L’Oréal 7 for years and the last 2 times I used it my hair has a strawberry blond tint to it instead of Dark Brown that it used to have. I liked the dark brown as it was because I do highlights after coloring and it doesn’t seem the same the last 2 times. Seems to be burning my scalp more when also the last 2 times as well. Says different box, same product. Did you change your formulation and coloring? Might have to go to a different product.
Didn't disappoint.
5 out of 5 stars
juanellm_9871 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Thank you, Influenster and L'Oréal Paris, for the opportunity to review this product. The product was easy to apply and had a very pleasant smell. I have thick medium length hair and was glad they sent two applicatons. My hair felt soft and had a little shine. I would recommend this product.
Great for touchups
5 out of 5 stars
funthingsnstuff22_5910 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I get highlights at a salon every 5-6 months, but in between appointments, I touch up my roots at home. This color works perfect because it lifts the root color slightly, camouflages grays, and tones down the warmth at the same time. It creates a very natural color and blends in with my highlights seamlessly. The color is very easy to mix and apply, and I also use a brush (not included) to help with application. The color seems to cause minimal damage, and the included conditioner leaves my hair feeling super soft. I will definitely continue using this color for maintenance in between salon visits.
Change in box, change in color
2 out of 5 stars
cath123 - 12 days ago
originally posted on lorealparisusa.com
Since the box has changed the color has changed. I know that the box says it is the same however I have had more people tell me my hair looks red since the change and I agree with them. I don't know how to compensate for this.
My hair is so shiny. It’s amazing.
5 out of 5 stars
rosannat11_1079 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I really like this because it’s coverage really good. The packing in their application is really easy to use in my hair now is so shine. It doesn’t smells like bad.
No damage. Strong smell!
4 out of 5 stars
amandat186_2648 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’m overdue for my @influenster review on this L’Oréal Superior Preference box dye. BUT, I would argue for good reason because I actually tried it out. I didn’t do my whole head but I did a fairly large lock of hair which included some of my current highlights and some natural growth. The Champaign blonde was a bit of a mistake of choice on my part. I had it in my head that this was a cool toned blonde but it’s definitely warm. Not sure what I was thinking. But It lightened and brightened my roots visibly. Not sure how it would look all over. Maybe like a strawberry blonde? Anyway, it was easy to use but my god the smell was so strong! I even went back to the instruction pamphlet to make sure I didn’t accidentally make mustard gas. I don’t know how I’d be able to put up with the whole bottle on my head. But my hair felt nice and not damaged
Great for highlights
3 out of 5 stars
midwest_jessw_3039 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I used this to give myself some highlights. It worked well but it does take time. I have blonde hair and like to have some dimension to my hair. I used this and let it set. It took longer than 25 minutes though and I didn’t want to leave it on my hair for longer than 35. It smelled like a normal hair developer. This would be great for touch ups and small highlights but I wouldn’t color my entire head with it.
Very Satisfied
5 out of 5 stars
tia1983_3390 - 16 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair color is so easy to use. It does have a very strong ammonia smell but it works very good. I was very satisfied with coverage it gave me on all of my grey hairs.
Luxurious lovely looking hair
5 out of 5 stars
debbieph369_3785 - 18 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have been coloring my hair,at home,for a few years,so I was happy when I had the opportunity to try the New Loreal Paris Superior Preference. I chose the 8 1/2 A Champagne Blonde,and I absolutely fell in love with how pretty my hair came out. The box had everything I needed to do the job,and the directions were easy enough to follow,which helped make this process easy. From start to finish took me under an hour. This no drip formula is amazing, once it's applied to the hair,it doesn't drip down your face or neck. The applicator is designed so it allows for a precise application,and the conditioner not only smells incredible but it left my hair looking shiny and healthy. I can honestly say I will continue using this product from now on.
Shine and soft hair
4 out of 5 stars
nancy2002_2604 - 19 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Packing as any other scent was the same as others not to strong. The application process was good less mess it did my hair shiny and soft for texture.
Excellent work
5 out of 5 stars
happyny_7107 - 19 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Hair dye was easy to use at home. My hair color before dyeing was dark blond, after dyeing I got a slightly darker hair color than I expected. I will repeat the dyeing in a month with the same shade. In addition to the dye, the set includes gloves and a conditioner to protect the color. My hair shine and healthy after, I’m very pleased about this product .
Nice box dye
4 out of 5 stars
brittish_8035 - 20 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I normally go to the salon to color my hair but wanted to save some money and give this a shot. This was simple to use, just follow the instructions provided. It came with everything needed. I do recommend you start with a lighter hair color(not a dark brown) if you want some color pay off and don’t forget a toner. Overall, it is a decent, store bought box dye that I do recommend. The color is not icy blonde, but a golden honey.
Maybe user error?
3 out of 5 stars
Thumbs up graphic, would recommend
Madison - 20 days ago, Verified purchaser
I bought this as a natural light brown/dark blonde haired person. I followed the instructions to a tee. I now have orangey brown hair. The fumes during the application process about ended my bloodline but I would try again just to see if it was user error or the product itself
1 reply from L'OrealParisProductExpert team - 16 days ago
Hi there, Madison! We appreciate you taking the time to reach out about our Superior Preference Hair Color. Consumer feedback is very important to us and allows us to improve all our products. We will be sure to pass all your feedback along to the appropriate teams. We hope you will continue using more of our products soon with full satisfaction with the results!
I like it
5 out of 5 stars
yumilkaolivi_3873 - 21 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love that it doesn’t burn my hair or cause breakage, technically I use it as a maintenance to keep the roots blending with my bleached roots. It’s not like it would leave your hair super soft, so you need to do your regular deep conditioning along with the touch up day.
Nice coverage and color
4 out of 5 stars
menzieoc_1297 - 21 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received a complimentary sample of L'OREAL Paris Superior Preference in shade 9 Natural Blonde in exchange for my honest opinion. I think this color is great for me! I applied this over a month ago and my hair is looking shiny and still looks vibrant! My hair still feels healthy and I didn’t encounter too much breakage thankfully. Main downside was the smell!! Still recommend!
Fumes
3 out of 5 stars
Thumbs up graphic, would recommend
jmill - 21 days ago, Verified purchaser
I had to stop halfway through application to go outside and reconnect with nature because the fumes were so strong. Even in my well ventilated bathroom. Pretty sure I caused generational brain damage. Worked super well and loved how the color turned out. Would prob buy again
1 reply from L'OrealParisProductExpert team - 16 days ago
Hi there! We appreciate you taking the time to reach out about our Superior Preference Hair Color. We truly appreciate your feedback on the fragrance in our formula. Consumer feedback is very important to us and allows us to improve all our products. We will be sure to pass all your feedback along to the appropriate teams. We hope you will continue using more of our products soon with full satisfaction with the results!
Cover up the gray
4 out of 5 stars
lisamarieb3_4191 - 23 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair dye was super easy to use the directions were simple and precise. The scent is about the same as all hair dye packages. The color range is really great. Overall i would highly recommend it to all my family and friends.