$12.99 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
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 6812 reviews
effectiveness: 3.17 out of 5
quality: 3.14 out of 5
value: 3.05 out of 5
52% would recommend
384 recommendations
Looks like the box color
5 out of 5 stars
Chase - 2 days ago
originally posted on lorealparisusa.com
[This review was collected as part of a promotion.] Easy to use, I even accidentally left it on a little too long.And the color still was beautiful
Easy to use!
5 out of 5 stars
reginat55_553 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] So easy to use and packaged perfectly. Doesn’t have a strong scent like most hair dyes do and it covers the hair easily and the shine is amazing. Highly recommended!
Was ok color
3 out of 5 stars
ashleyb683_7689 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] it wasn’t the best at covering grays compared to other formulas and some users needed more than one box to cover their hair. But was easy to apply.
1 reply from LeCare team - 5 days ago
Hi ashleyb683_7689! Thank you for sharing how you feel about Superior Preference, 3-Soft Black. We are committed to bringing our consumers high-quality, innovative products that meet their needs and expectations. We sincerely appreciate your feedback.
Easy to use and great look
5 out of 5 stars
_girlchina__328 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Easy application process. The scent isn’t too bad and easy to apply. The cute packaging catches your eye. My hair looks amazing easy gray coverage as well. My hair looks healthy and shiny. ✨
Use all the time
5 out of 5 stars
natasiaunusual_463 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Application is super easy (just wear gloves), the color is always great. I’ve been using this for awhile now and the coverage is great if you apply it correctly.
2025 new formula 2.5 stars. Previously 5 stars.
2 out of 5 stars
juliemariebrown - 9 days ago
originally posted on lorealparisusa.com
I’ve used L’Oréal Preference for 20 plus years and always been very happy. However the formula must have changed in 2025. It is so thin now that it drips everywhere and takes longer to color my grey hair. Not to mention that the price has gone up. I will be looking for a different drug store hair color.
1 reply from LeCare team - 7 days ago
Hi juliemariebrown! We understand being concerned when a product you have used appears different than expected. Preference was reformulated. The new formula provides improved richer color, longer lasting high definition color, and better long term coverage of grays. Feedback from our customers is important to us when making decisions about our products and services. We appreciate your feedback and will be sharing it with others in our company.
Lighter medium blonde
5 out of 5 stars
Thumbs up graphic, would recommend
Bougiemommy - 9 days ago, Verified purchaser
Great medium blonde option. More on the lighter side of medium.
Strong chemical smell
1 out of 5 stars
Thumbs down graphic, would not recommend
Not recommend - 10 days ago, Verified purchaser
Terrible strong chemical smell, burning my eyes, can’t wait more than 10 minutes, I have to washed it off, won’t buy again
1 reply from L'OrealParisProductExpert team - 8 days ago
Hi Not recommend. We are sorry to hear about the experience you had with L'Oreal Paris Superior Preference Permanent 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 for assistance and provide the reference #42420982. Looking forward to speaking with you.
Great grey blend/coverage
5 out of 5 stars
brittdance22_4807 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Left my hair feeling soft and fully covered this is a great product especially as I am starting to see more grey it helps to blend much better than staying brunette.
Worked well
5 out of 5 stars
meganl77_6353 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I totally forgot to take photos after using this but I really liked the product application was easy , it still had a strong scent unfortunately but the color came out nice
Too harsh
1 out of 5 stars
Thumbs down graphic, would not recommend
Bahar - 11 days ago, Verified purchaser
It’s too harsh on skin, the gas made my eyes teary and my scalp was burning! Ash brown gave my natural dark hair color a bad orange color!
1 reply from L'OrealParisProductExpert team - 8 days ago
Hi there ,Bahar! We are so sorry to hear about your experience with our Superior Preference Hair Color. We know how frustrating it can be when a product does not perform as expected. We would like to speak with you directly about it. Our Customer Service hours of operation are Monday – Friday, 9 AM – 5:30 PM (ET) at 1-800-322-2036. It would be helpful if you had the product available when you call. We look forward to speaking with you!
Absolutelyawsome
5 out of 5 stars
carase3a1_2017 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Scent not bad packaging awsome really shines very very very good full coverage easy application super awsome really love this product really do definitely
Amazing
5 out of 5 stars
maddiem148_5140 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Super easy to use and it comes out looking amazing absolutely love the brand and the product 10 out of 10 recommend will for sure use again and again
Gorgeous color and great coverage
5 out of 5 stars
- 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Beautiful color application that doesn't smell like your grandma's box hair dye. It is the best formula so far from this company! I absolutely love the way it made my hair shine.
Turned my hair purple
3 out of 5 stars
valeriencates_6647 - 14 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I didnt share a picture because when I tried to dye my hair it turned it purple. I have almost fully gray hair and the box said that it has full gray coverage but I was not expecting the result. I will try again.
1 reply from LeCare team - 13 days ago
Hi valeriencates_6647, We are sorry to hear about your experience. Please call L'Oréal @ 800-631-7643 M-F 9:00am 5:30pm ET and provide case # 42378654. We look forward to your call!
🎀
5 out of 5 stars
kristalc27_6588 - 14 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I absolutely love the color my hair came out after using this product!! I love that it wasn’t a strong scent and that the application process was so easy! After the conditioner my hair looked shiny!
I wot purchase again.
1 out of 5 stars
Elisa - 15 days ago, Verified purchaser
It didn’t do anything to my hair or gray hair. The smell was so strong that my eyes were burning.
Don't be afraid of the "New and Improved" formula
4 out of 5 stars
Catmom54321 - 15 days ago
originally posted on lorealparisusa.com
I have been using Preference hair color for over 25 years, and shade #8 medium blond exclusively for the last five years. I color my regrowth only every six weeks, and when I noticed last year that they changed the formula I was terrified of disaster and purchased every box of the old formula that I could find. Well my stash finally ran out and I was forced to use the new formula for the first time. I don't care about the smell changing or the texture being more runny as others have complained with the new formula... I just want the color to turn out the same as it always has and since I dye my regrowth only I did not want to end up with two different colors on my head. Upon opening the box I noticed the developer has changed from 20 volume to 25. More peroxide, and more lift. Knowing this, I reduced the total time I let it sit on my head from my usual 40 to 30 minutes. I also brushed it through the length of my hair with an applicator brush once it had been applied to the roots. I am pleased to say it turned out beautifully and looks the same as it normally does. I am not sure why L'Oreal decided to change the formula that worked so well for so many for dozens of years. But all of the previous reviews from the long-time users like myself had me absolutely terrified as they all seemed to have bad experiences, but for me it turned out alright. Just follow the new instructions for reduced processing time and blend it through the length of your hair and you should be okay.
Gorgeous, radiant auburn shade
5 out of 5 stars
mishuleopardi_9387 - 18 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Is such a stunning, warm toned color. The shade is vibrant yet natural looking, with a beautiful shine that really catches the light. Perfect if you want a fresh, luminous change that still feels classy
Texture
5 out of 5 stars
lesia93_6280 - 18 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] No hard chemical scent. Easy application process. Good quality and packing. Good shine and hair condition after . Hair texture like natural. I like that