$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.
_
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: 11485700
UPC: 071249253304
Item Number (DPCI): 063-01-0853
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, alpha-isomethyl ionone, eugenol, linalool, citronellol, resorcinol, m-aminophenol, 2,4-diaminophenoxyethanol hcl, p-phenylenediamine, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl f.i.l. #d33274/2, 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: 3.5 inches length x 2.2 inches width x 2.5 inches height
Estimated ship weight: 0.58 pounds
This item cannot be shipped to the following locations: Northern Mariana Islands, American Samoa (see also separate entry under AS), Guam (see also separate entry under GU), Virgin Islands, U.S., United States Minor Outlying Islands
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.
Frequently Bought Together
Guests also viewed
Discover more options
Related Categories
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 6500 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 - 3 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.
Good brand for home dying
4 out of 5 stars
squishy13_2898 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I use this brand o dye my hair regularly.i normally use the kind that adds a little shimmering color (color blend). So i know this is a good brand. Now a little back round on my hair. I have super long and thick hair thats been dyed most of my life. Now i used this color on my hair and it did a great job of coving my grey and changing the previous color. All in all this is a good brand to grab if you dye your hair at home. I received this free in exchange for an honest review.
I wanted light blond, I got light purple
1 out of 5 stars
Purple - 6 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 - 6 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.
Didn't disappoint.
5 out of 5 stars
juanellm_9871 - 7 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.
My hair is so shiny. It’s amazing.
5 out of 5 stars
rosannat11_1079 - 8 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.
Great for highlights
3 out of 5 stars
midwest_jessw_3039 - 9 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.
Amazing
3 out of 5 stars
shannond167_6192 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] It works with coverage and went on easy but the feeling of my hair after was not the same as before it was better and felt great will definitely use again and I want to try other shade for sure
Excellent work
5 out of 5 stars
happyny_7107 - 15 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 .
Good color
4 out of 5 stars
krystanm_2306 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Really great at home hair color. The instructions were very easy to follow. Everything was easy to get ready and use and the color was great as it showed.
Maybe user error?
3 out of 5 stars
Thumbs up graphic, would recommend
Madison - 16 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 - 11 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!
Beautiful
5 out of 5 stars
emma102182_6506 - 16 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The color was perfect for me. It was very easy to apply and the packaging was easy to read and open. The smell was pretty and my hair was soft after using this product.
Nice coverage and color
4 out of 5 stars
menzieoc_1297 - 16 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 - 17 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 - 12 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!
Not bad
4 out of 5 stars
someeri_5330 - 18 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have dark blonde hair and I know it can be a bit hard to process. I've been dying my hair for over 20 years now, and well 20 minutes was nowhere near long enough for a root application. It was very easy to use and work through my hair. Super easy to mix and good coverage. Did not leave a bothersome scent after washing, but I think your process time is a tad off.
even coverage easy to use
5 out of 5 stars
sarahk942_3174 - 21 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oréal Paris Superior Preference Natural Blonde Hair Dye is a solid choice for those seeking salon-quality color at home. However, it’s advisable to perform a patch test before full application, especially if you have sensitive skin or have noticed changes in product performance.
Desired color
4 out of 5 stars
shelbymariemark_4615 - 21 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The coverage is well on my highlights. My hair felt soft directly after washing out but it seems more dry, compared to a salon, several days after. It had a strong smell and caused mild burning to my scalp. The color is a desired color but I think too harsh for myself.
So so
2 out of 5 stars
alyc41_2855 - 21 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The product itself is OK. It didn't work well for my hair but the packaging and instructions were easy to follow and you get alot if product in the bottles
Great Brand
5 out of 5 stars
imanii__5337 - 21 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I was excited to receive this product as my mom who is a hair stylist has blonde hair. I gave this product to her to try and the color came out amazing. I also love that fact that it’s permanent so it’ll definitely last long.
Great product
5 out of 5 stars
heathert106_5621 - 21 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Usually not a box color girl but found this to be a great product for in between hair dresser visits. Love the shine and the rash application process. The packaging is nice and compact with everything you need. Would purchase again.