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L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 2 of 4L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 3 of 4L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 4 of 4
L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 1 of 4

L'Oreal Paris Superior Preference Permanent Hair Color - Black: Liquid, For All Hair Types, Hair Coloring

$12.99

Color FamilyBlack
ColorNatural Black

In Stock

Eligible for registries and wish lists

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.
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 aren’t accurate or complete, we want to know about it.

Ingredients:

color gel: aqua / water, 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, fragrance, ammonium thiolactate, m-aminophenol, erythorbic acid, 2,4-diamino-phenoxyethanol hcl, n,n-bis(2-hydroxyethyl)-p-phenylene-diamine sulfate, tetrasodium glutamate diacetate, hydroxyethyl-3,4-methylenedioxyaniline hcl, 2-amino-3-hydroxypyridine, octadecyl di-t-butyl-4-hydroxyhydrocinnamate, citric acid f.i.l. #t70033147/1, developer creme: aqua / water, hydrogen peroxide, cetearyl alcohol, trideceth-2 carboxamide mea, ceteareth-25, glycerin, phosphoric acid, tetrasodium etidronate, tetrasodium pyrophosphate, sodium salicylate f.i.l. #d209747/8, shine protect conditioner: aqua / water, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera / candelilla wax, amodimethicone, cetyl esters, isopropyl alcohol, 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 f.i.l. #d255219/1

Allergens & Warnings:

● IF PRODUCT GETS INTO EYES, RINSE IMMEDIATELY., HAIRCOLOR CAN CAUSE AN ALLERGIC REACTION, ● THOROUGHLY RINSE HAIR AFTER APPLICATION., - YOU HAVE ALREADY HAD A REACTION TO A HAIRCOLOR PRODUCT., ● WEAR GLOVES PROVIDED IN KIT., USAGE ADVISORY - SAFETY WARNING, ● AVOID CONTACT OF THIS PRODUCT WITH EYES AND SKIN., ● DO NOT USE IF:, 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., ● WAIT AT LEAST 14 DAYS AFTER BLEACHING OR PERMING OR RELAXING BEFORE COLORING., ● IF YOU HAVE A TATTOO, THE RISKS OF AN ALLERGIC REACTION MAY BE INCREASED., ● DO NOT USE OVER COMPOUND HENNA OR PROGRESSIVE COLOR., IMPORTANT: HAIRCOLOR CAN CAUSE AN ALLERGIC REACTION WHICH IN CERTAIN RARE CASES CAN BE SEVERE. THEREFORE, YOU MUST FOLLOW THESE PRECAUTIONS:, - YOU HAVE A SENSITIVE, ITCHY OR DAMAGED SCALP., ● PERFORM A SKIN ALLERGY TEST 48 HOURS BEFORE EACH USE OF THIS PRODUCT (SEE THE INSERT). REMEMBER TO BUY YOUR PRODUCT 2 DAYS AHEAD OF TIME., ● KEEP OUT OF THE REACH OF CHILDREN. DO NOT APPLY ON CHILDREN.

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, delivered to the guest, delivered by a Shipt shopper, or picked up by the guest.
See the return policy for complete information.

Q: will this cover white hair

submitted by Indiana - 2 years ago
  • A: Hi there! Thank you for reaching out to us about your experience with the Superior-Preference-Fade-Defying-Shine-Permanent-Hair-Color. While this hair color does cover gray hair if you are more than 50% gray or have reisitant gray hair we suggest checking out the Triple Care Color Excellence Creme which is for 100% gray hair coverage for all hair types, even on stubborn grays. We hope that you will give this a try and love your results.

    submitted byL'OrealParisProductExpert - 2 years ago
    Brand expert
  • A: Hey, Great question! Yes, The L'Oreal Preference’s Superior Fade-Defying Color & Shine system creates luminous, lit-from-within color, with natural-looking highs & lows, and beautiful gray coverage. Pro Tip for resistant grays, leave on for an additional 5 minutes! For all your future beauty questions, get real-time answers using the “Chat with a Virtual Beauty Consultant” button, found on every product page.

    submitted byTarget Beauty Consulting - 2 years ago
    Brand expert
  • A: Real person here- yes, it will. Always use a permanent dye like L'oreal Preference- semi-permanent doesn't do jack to cover gray hair. Apply on most stubborn gray hair first at crown and temples and also use a processing cap (can use a plastic shopping bag for this, too) and leave on at least 40 minutes for best results.

    submitted byemzer897 - 6 months ago

Q: Does this color have a lavender tint? I used medium rose blonde 8RB & IT HAD PINK TINT. I THEN TRIED 7G but it is darker than I want I loved 8RG BUT CANNIT FIND IT. WHAT SHADE WOULD BE SIMILAR BUT NOT HAVE PINK TINT

submitted by Loribonn - 7 years ago
  • A: Hey there Loribonn. The medium rose blonde does have a rose tint to the color. Our alternative for the 8RG is our 8RB, which you have previously used or you can use a Medium Blonde (8g) in Preference. We hope this helps!

    submitted byL'OrealParisProductExpert - 3 years ago
    Brand expert
  • A: keep in mind color will not lighten color, you will need to use color oops then color.

    submitted byCheri - 4 years ago

Q: How long does the light auburn last

submitted by Jake - 6 months ago
  • A: Great question, Jake! L’Oréal Paris Superior Preference Permanent Hair Color typically lasts 6 to 9 weeks, with most users experiencing vibrant color for about 8 weeks before noticeable fading.

    submitted byTarget Beauty Consulting - 5 months ago
    Brand expert
  • A: Hello Jake! Thank you for your question about how long our Superior Preference Permanent Hair Color in Light Auburn typically lasts. Our Superior Preference Permanent Hair Color is formulated to deliver fade-defying color that generally lasts for up to 8 to 9 weeks. You can expect rich, luminous color that resists fading, with some vibrant shades, like auburn, maintaining their intensity even longer, sometimes up to three months. The longevity can also be supported by using color-safe hair care products.

    submitted byL'OrealParisProductExpert - 5 months ago
    Brand expert

Q: Do you use this hair color on dirty hair that has products in it, just a little moose?

submitted by JennS - 7 months ago
  • A: Hi JennS. Thank you for reaching out to L'Oreal regarding the Preference Haircolor. As long as you can gently brush your hair till it feels free of any styling products you can apply the haircolor. If you cannot get a brush through your hair then we suggest you shampoo your hair first, then wait 24 hours to color.

    submitted byL'OrealParisProductExpert - 7 months ago
    Brand expert
  • A: Hey, Great question! We recommend to dye hair that is not greasy or full of product buildup. This allows the natural oils to protect your scalp from irritation without interfering with the color's ability to absorb evenly. For real-time answers to all your beauty questions, use the “Chat with a Virtual Beauty Consultant” button on any beauty product page. https://www.target.com/c/beauty/-/N-55r1x

    submitted byTarget Beauty Consulting - 7 months ago
    Brand expert

Q: Does L’Oréal preference 9N contain ammonia?

submitted by paperhearts - 11 months ago
  • A: Hi there. We appreciate you reaching out regarding our Superior Preference Permanent Hair Color. All the ingredients we use in a product are listed on the package or the label of the product itself. For products too small to accommodate the list, a separate ingredient list is available on the display unit in the store for your convenience. Since some ingredients are known by more than one name, we use the standard industry FDA-recognized names.

    submitted byL'OrealParisProductExpert - 11 months ago
    Brand expert
  • A: Hey, Great question! Yes, the L'Oreal Paris Superior Preference does contain ammonia. For all your future beauty questions, get real-time answers using the “Chat with a Virtual Beauty Consultant” button, found on every product page.

    submitted byTarget Beauty Consulting - 11 months ago
    Brand expert

Q: If I previously have gotten my hair dyed professionally light brown/blonde but it is grown out (roots are dark brown with gray), what color would I use to get it all one color but not brown. I want to try and keep it light.

submitted by Newbie - 6 years ago
  • A: Hi There, Thanks for reaching out! To better assist you please call us @800-631-7358 and provide reference #09934692. We look forward to helping you!

    submitted byL'OrealParisProductExpert - 6 years ago
    Brand expert
  • A: I believe dark ash blonde. The dark brown roots may look reddish unless there is an ash undertone (at least mine do.)

    submitted byYoda - 1 year ago

Q: I have burgandy hair and I hate it. How can I get rid of it and eventually have blond hair.?

submitted by Nancysingh66 - 6 years ago
  • A: Color Oops. Follow the directions EXACTLY. The stuff works great and you can dye your hair right after, just as it says. Ive done it many times, lol.

    submitted byMomofthree - 6 years ago
  • A: Hi Nancysingh66! For the best advice, we need more information about your hair. Please contact us for a consultation 1-800-631-7358 M-F 9A-7P ET and provide reference #09592997 when you do contact us. We look forward to helping you. Thank you.

    submitted byL'OrealParisProductExpert - 6 years ago
    Brand expert

Q: What peroxide strength comes in the box LB02? And what amount or ratio is it color to peroxide? Thank you

submitted by Me - 21 days ago
  • A: Hi Me. Thank you for reaching out to L'Oreal regarding the Preference Les Blondissimes, shade #LB02. This product contains a 30 Volume Developer (peroxide). It contains 3.20 fl oz of developer to 1.60 fl oz of color.

    submitted byL'OrealParisProductExpert - 21 days ago
    Brand expert

Q: I have almost fully bleached blonde hair (~level 8.5), I want to dye my hair to a neutral medium brown, will this dye work for me? If not, what dye should I use?

submitted by chloe - 3 months ago
  • A: Hello chloe! We appreciate your interest in our Superior Preference Permanent Hair Color as you look to achieve a neutral medium brown shade on your bleach-blonde hair. Because very light hair lacks the warm undertones needed to anchor a medium brown, applying a neutral shade directly can sometimes result in a cool or slightly ashy-toned finish. To ensure you receive a balanced, radiant result, we suggest choosing a shade with "warmer" or "golden" descriptors, such as 5G Medium Golden Brown, which will help to fill in the missing warmth before achieving your final neutral look. Performing a strand test on a small section of hair before applying to your entire head is the best way to preview how the pigments will interact with your unique hair history. We look forward to helping you find the perfect match for your sophisticated new style.

    submitted byL'OrealParisProductExpert - 3 months ago
    Brand expert

Q: What is the recommended processing time for the color?

submitted by AI Shopping Assistant - 3 months ago
  • A: The recommended processing time for the hair color is 25 minutes.

    submitted byAI Shopping Assistant - 3 months ago
    Ai generated

Additional product information and recommendations

Frequently Bought Together

Guests also viewed

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 7174 reviews
    effectiveness: 3.12 out of 5
    quality: 3.08 out of 5
    value: 2.99 out of 5
    50% would recommend
    433 recommendations
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    22 May, 2026Verified purchase

    Dont waste your money

    Did not work as well as others I’ve used.
    VZ
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    Did you find this review helpful?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    20 May, 2026

    Hair color for

    this was a gift. Just ordered it
    Stella
    effectiveness: 5 out of 5
    quality: 5 out of 5
    value: 5 out of 5
    Did you find this review helpful?
    1 out of 5 stars
    20 May, 2026

    Disappointed

    Didn’t do anything.
    1 reply from L'OrealParisProductExpert team - 4 days ago
    Hi there! Thanks for sharing your feedback on our Superior Preference Permanent Hair Color. We’re sorry to hear it didn’t work as expected for you. We appreciate your comments and will be sure to share them with our team.
    Cute planet mobile
    Did you find this review helpful?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    16 May, 2026Verified purchase

    Loreal Paris Permanent hair color.

    This hair color is good for grey hair and has good coverage.
    Christmas wrap
    effectiveness: 5 out of 5
    quality: 5 out of 5
    value: 5 out of 5
    Did you find this review helpful?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    15 May, 2026Verified purchase

    Sorry product, missing parts!!

    Product was missing the processing blonde portion and the conditioner, really sad you pay $12.99+ for a product that’s missing the main part and the conditioner…makes you not want to buy hair color from target if it’s going to be that way…
    1 reply from L'OrealParisProductExpert team - 6 days ago
    Hi there! We’re sorry to hear your Superior Preference Les Blondissimes Ultra Lightening Color and Shine System was missing the lightening component and conditioner. We understand how frustrating and disappointing that is, especially when key parts of the kit are not included. Since this purchase was made at Target, we recommend reaching out to Target Customer Service directly for further assistance.
    Donna
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    Did you find this review helpful?
    1 out of 5 stars
    15 May, 2026Verified purchase

    (no review title)

    Made my hair fall out a ton!!!
    1 reply from L'OrealParisProductExpert team - 11 days ago
    We are sorry to hear about the experience you had with L'Oreal Paris Superior Preference Fade-Defying Color + Shine System . We would like to speak with you directly about it. Please give us a call @800-322-2036 M-F 9:00 am – 5:30 pm ET and let us know you contacted us through a review. It would be helpful if you could have the product available when you call, as well as providing the agent with your username. Looking forward to speaking with you.
    Diana
    Did you find this review helpful?
    5 out of 5 stars
    14 May, 2026
    originally posted on lorealparisusa.com
    Image

    Perfect color for me.

    I finally found my perfect hair color with 9G Light Golden Blonde. It covers the grey totally and looks more natural than any other L’OREAL hair color I’ve tried over the last 15 years! Now I’ve been told it’s being discontinued and I’m upset enough about it to write. Will there be something comparable to replace it?
    Strawberry Blonde
    Did you find this review helpful?
    4 out of 5 stars
    13 May, 2026Verified purchase

    (no review title)

    good color
    Sheryl
    1 guest found this review helpful. Did you?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    11 May, 2026Verified purchase

    (no review title)

    Nice color
    1 reply from L'OrealParisProductExpert team - 15 days ago
    Hi Diana! Thank you for sharing that Superior Preference Les Blondissimes, LB02-Extra Light Natural Blonde, is a nice color! We are committed to bringing our consumers products that meet their needs and expectations. Your feedback is appreciated and will be shared with others in our company.
    Diana
    effectiveness: 5 out of 5
    quality: 5 out of 5
    value: 4 out of 5
    Did you find this review helpful?
    5 out of 5 stars
    6 May, 2026Verified purchase

    (no review title)

    blessed
    chrollo
    Did you find this review helpful?
    5 out of 5 stars
    5 May, 2026Verified purchase

    (no review title)

    works very well
    Lynda
    Did you find this review helpful?
    1 out of 5 stars
    29 April, 2026
    originally posted on lorealparisusa.com
    Image

    5A medium ash brown

    I always use the 5A medium ash brown hair dye in the past and it always turn into a nice ash medium brown. I recently bought the hair dye and my hair turned out ok, but it got the some red and copper undertones. I dont like the red/copper undertone color on my hair. Wished it was more ashy.
    1 reply from LeCare team - 25 days ago
    Hi Pearl! We apologize you were not satisfied with the results you achieved with Superior Preference, 5A-Medium Ash Brown. We know how disappointing it can be to look forward to a new application of color only to find that your results are not what you expected. We apologize for the inconvenience and will pass along your feedback to others in our company for consideration.
    Pearl
    3 guests found this review helpful. Did you?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    29 April, 2026Verified purchase

    Fave

    Love this brand, quality and fair price.
    Sheily
    effectiveness: 5 out of 5
    quality: 5 out of 5
    value: 4 out of 5
    Did you find this review helpful?
    5 out of 5 stars
    26 April, 2026Verified purchase

    (no review title)

    Perfect color
    Marijana
    Did you find this review helpful?
    1 out of 5 stars
    22 April, 2026
    originally posted on lorealparisusa.com
    Image

    NOT new and Improved

    I have been using Preference for years, and I finally will choose another brand. It is supposed to last 9 weeks according to Loreal, but the color washes out in two weeks. With each shampoo, (twice a week) the color comes off on the towel, and gone in two weeks. The hair has no body because the color does not penetrate. New and improved? I don't think so. Unacceptable. I am very disappointed.
    1 reply from LeCare team - 1 month ago
    Hi ELGato! Thank you for sharing how you feel about Superior Preference. We apologize for the inconvenience this change has caused. We are committed to bringing our consumers products that meet their needs and expectations. Feedback is valuable to us when making decisions about our products. Your feedback is appreciated and will be shared with others in our company for consideration.
    ELGato
    Did you find this review helpful?
    2 out of 5 stars
    17 April, 2026Verified purchase

    Inaccurate color and very string odor

    Odor is intolerable. I tried to trun on vents and extractir fans to help but it is not acceptable to have this level of eye watering chemical smell. Ash brown is in fact a reddish brown! Will not purchase again. There are many other brsnds out there with more tolerable smells. The consistency is strange, not a foam, not a liquid; almost gel like but still drips. I was only doing roots and it was just eniugh for that. This box would not be enough to cover full head of short to medium hair length
    1 reply from L'OrealParisProductExpert team - 1 month ago
    Hi purchasereview. We are sorry to hear about the experience you had with Superior Preference 4# Hair Color. We would like to speak with you directly about it. Please give us a call @ 800-631-7358 M-F 9am to 5:30pm EST and let us know you contacted us through a review. It would be helpful if you could have the product available when you call, as well as providing the agent with your username. Looking forward to speaking with you. When the consumer calls, ask them for their username on the review to find the initial case created when the review was received.
    purchasereview
    effectiveness: 2 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    Did you find this review helpful?
    4 out of 5 stars
    29 March, 2026
    originally posted on lorealparisusa.com
    Image

    Love it!

    I've been using L'Oreal hair color for over 40 years. I started with golden blond colors in my 20's and 30's. I had light brown hair so the light colors worked well. In my later years I switched to level 6 reds and I love it. I'm 62 now and tried growing out the gray but I'm back to wanting the red again! My only issue is my hair soaks the color up so I need 2 boxes on hand if my hair is shoulder length.
    Nana9
    Did you find this review helpful?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    26 March, 2026

    Awww, I hate it

    I am extremely disappointed in this product, all the tea and all the shade! Firstly, the FUMES burned my eyes so bad, and I was 3 second away from passing out (yes yall, the space was well ventilated). This is all unpleasant as can be, and the kicker is the color did a bad job and left my blonde roots only slightly less blonde, all directions were followed properly you best believe. The only reason I used this is cause they were out of the shade from Clairol I use and LOVE, which is also cheaper. Hate ittt, never again.
    TheRealIcon
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    1 guest found this review helpful. Did you?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    21 March, 2026

    Does not lift.

    Used as recommended. My hair wasn’t bleached or previously lightened as I read on the box it would not be recommended. Huge waste of money.
    Chelsey
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    1 guest found this review helpful. Did you?
    4 out of 5 stars
    12 March, 2026Verified purchase

    (no review title)

    Price when Up 😞
    Paty
    5 guests found this review helpful. Did you?

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