$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
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 6764 reviews
effectiveness: 3.19 out of 5
quality: 3.16 out of 5
value: 3.07 out of 5
52% would recommend
379 recommendations
Try it you’ll love it!
5 out of 5 stars
prettiblakk_3616 - 5 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] I've been using L'Oréal Superior Preference for a while now, and I couldn't be more pleased with the results. The color is rich, vibrant, and long-lasting, giving my hair a beautiful, salon-quality finish right at home. It covers grays perfectly and leaves my hair feeling soft, silky, and healthy. The application process is straightforward with clear instructions, and the conditioner included adds an extra touch of shine and smoothness. I always receive compliments on my hair color, and I love the confidence it gives me. Highly recommend for anyone looking for professional results without the salon price tag!
More red tones than I wanted.
3 out of 5 stars
Thumbs up graphic, would recommend
Cinthia - 6 days ago
It’s a really nice color but this ash brown is lighter than the Excellence ask brown. My roots were a little red… let’s see how it develops. If it turns red I need to go back to Excellence.
1 reply from L'OrealParisProductExpert team - 5 days ago
Hi Cinthia. Thank you for sharing your results regarding Superior Preference Permanent Hair Color. We will share your feedback with the others on our team.
Great choice
5 out of 5 stars
Thumbs up graphic, would recommend
Loreal - 7 days ago, Verified purchaser
It’s a great product. I always purchase this color. It’s super shine and true color. Love it
Smell to strong
1 out of 5 stars
Thumbs down graphic, would not recommend
Samanta G - 8 days ago, Verified purchaser
It did not work for me also the smell is too strong.
Easy but takes time
3 out of 5 stars
michiermartins_8861 - 8 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] Easy to follow, however i have dark hair and it states it would lighten it and it did somewhat but not as much as it stated. Smell is strong. Process is easy.
Great hair dye
5 out of 5 stars
livelovekits_8971 - 11 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] I love this product. I can’t go a couple weeks without having to color my roots. This shade matches so well leaving my hair shiny and looking healthier than before. The box of color come with the color, developer, conditioner and instructions. Its smell can be strong to some people. I would definitely recommend this hair dye.
Shiny and healthy
5 out of 5 stars
racheleraranewcomb_7033 - 11 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] My daughter used this on my hair and it really brightened up my hair and it feels so good!!! The L’Oréal Superior Performance Fade Defying Shine Hair Color in Dark Blonde, and I couldn't be happier with the results! The application process was easy and mess-free, and the color turned out beautifully vibrant with a stunning shine. It covered my grays effectively and maintained its richness even after a few weeks. My hair feels healthier and looks radiant. I highly recommend this product to anyone looking to enhance their hair color without compromising on quality!
Don't Buy
1 out of 5 stars
Thumbs down graphic, would not recommend
grussell07 - 11 days ago
Didn’t do anything besides lighten roots and barely darkened the blonde pieces in my hair. Instructions regarding the color and developer were not very clear. I lost a lot of hair during the rinse and wash, and my scalp burned during the process. Strong chemical smell, too.
1 reply from L'OrealParisProductExpert team - 9 days ago
Hi there! We are so sorry to hear about your experience with our Superior Preference 5 Medium Brown. 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!
Fantastic Natural Color
5 out of 5 stars
KathyS - 14 days ago
originally posted on lorealparisusa.com

I am a redhead naturally.This keeps my color natural
New formula is awful!
1 out of 5 stars
Thumbs down graphic, would not recommend
df0803 - 14 days ago
The dark ash brown had entirely too much red undertone for some reason and gave me hot roots- I have been coloring my hair (at home, with this product) for YEARS and never had an issue until recently.
1 reply from L'OrealParisProductExpert team - 13 days ago
Hi there! Thank you for reaching out about our Superior Preference Hair Color. Oh no! We're so sorry to hear your trusted at-home color gave you unexpected red undertones and "hot roots" this time. We understand how frustrating that is, especially after years of loyalty. Hair can sometimes react differently to color over time due to various factors. Please reach out to our customer service team for personalized advice and solutions!
Good
5 out of 5 stars
erikav51_6411 - 14 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] I loved it, it has super good coverage, good aroma, packaging and the wonderful result, I recommend it, I will continue using it, thank you, the price is absolutley
HORRIBLE new formula -- reddish tone added!
1 out of 5 stars
nanderrs - 15 days ago
originally posted on lorealparisusa.com

Why the color change??? First you ruin your mascara with formula change -- now your Preference hair color. What is going on at Loreal Paris?? Have used Preferance #8 blonde for many many years. Recently, right before the box change, this color much much more strawberry red -- my scalp becomes red stained for 2 days after coloring, doesn't color grey as well, doesn't last more than 2 weeks, hair not nearly as shiny, much more brittle. Why change a good formula. Now switching to Schwarzkkopf before I totally ruin my hair.
Longtime user, not anymore!
1 out of 5 stars
JRGL - 17 days ago
originally posted on lorealparisusa.com

Hate, hate, hate the new formula! I had bought out your old formula in all the local stores once I saw you were changing your formula, again. I was worried about what reaction I would have to it and what change in color the new formula might create for my hair. I was right to worry. After I ran out of the old formula I bought 2 of the new to have in hand when I needed to dye my hair again. The color I always buy, 9G light golden blonde, turned my hair orange and then, over time, faded out to a not lovely shade of yellow. I did use the second box to see if the first box was just a fluke or had an isolated issue with the formula. This time my hair turned marigold yellow not the wonderfully natural shade of blonde I have loved for over 30 years of using your product. The new formula also foams up so much while applying it (there were actual bubbles in the applicator) that it kept splashing off my gloves onto my face and near my eyes while using it. I had to keep stopping to wipe it off my face and my gloves throughout the dying process. All you did was solve dripping and create a new problem that seems much worse than the first! Needless to say I’m done using L’Oréal! I’m guessing I won’t be alone.
Excellent Hair Dye
5 out of 5 stars
veronicar280_7010 - 18 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] I recently decided to try L’Oréal Paris Preference Permanent Black Hair Color, and I have to say, I’m thoroughly impressed with the results. As someone who has dyed their hair multiple times, I was a bit skeptical about how well this product would work, but it exceeded my expectations. First off, the application process was straightforward. The included instructions were clear, making it easy to mix and apply the color. I appreciated that the formula was creamy and didn’t drip, which made the application less messy than other dyes I’ve used in the past. I was able to cover every strand without any hassle. The scent was surprisingly pleasant—much better than some other hair dyes I’ve encountered. I didn’t feel overwhelmed by strong chemical odors, which made the experience more enjoyable. After leaving the dye on for the recommended time, I rinsed it out and followed up with the conditioner provided in the box. My hair felt soft and manageable right away. The color payoff is where this product really shines. The black is rich and vibrant, giving my hair a stunning, glossy finish. I’ve received so many compliments from friends and family, and I love how it looks in the sunlight. It’s the perfect shade of black—not too harsh and not too flat. What I also appreciate is the longevity of the color. It’s been several weeks, and I’m still seeing minimal fading, which is a huge plus for me. The color has remained true to its initial vibrancy, and my hair feels healthy, which is a testament to the quality of the formula. Overall, I would highly recommend L’Oréal Paris Preference Permanent Black Hair Color to anyone looking for a reliable and effective hair dye. It delivered on all fronts, from application to color payoff and longevity. I’m definitely planning to repurchase for my next touch-up!
Prefference Loreal
5 out of 5 stars
Ladybuggg - 18 days ago
originally posted on lorealparisusa.com

Cover gray and last, the color is vibrant and classy
Rich, Lasting Color with Great Shine ✨🖤
4 out of 5 stars
honeyyboo24_8077 - 18 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] I used the L’Oréal Paris Superior Preference in Soft Black and I’m genuinely impressed! The color came out rich and vibrant, and the shine is gorgeous—it gave my hair a sleek, healthy look. The instructions were clear, and the process was easy to follow. I appreciate that the formula didn’t have an overpowering scent and it didn’t leave my hair feeling dry afterward. I’ve washed it a few times already, and the color is holding up beautifully with minimal fading. Definitely a great choice for anyone wanting a long-lasting, glossy black!
Black
3 out of 5 stars
kelseaa4_4229 - 19 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] This is a great black color! It looks silky on hair! Okay scent. Easy application and easy to open packaging. Not too hard to apply on yourself since it is an all over color.
A nice golden brown with some shine
5 out of 5 stars
dorkus_6049 - 20 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] The images are a before and after. My hair was getting really light (with greys poking through) but I didn’t want the color to be too dark since it’s summer time and my hair would naturally get lighter. This was the perfect medium golden brown color to darken my hair up a little and get rid of the greys, but not make it too dark. The dye was easy to use by following the instructions. I like when box dye isn’t more than 3-4 steps. It also didn’t take very long from start to finish, much shorter than if I were to go to a salon. I do feel like the color has some shine to it when you get into the light as well. I’m happy with the results and I would buy this brand and color again.
Hair coloring
3 out of 5 stars
adcastlop_3672 - 22 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] Effective hair dye. Easy to apply. Clear detailed instructions. Smooth application. Smell a little strong but not overpowering. Great coverage.
Good coverage a tiny bit messy.
5 out of 5 stars
anasofiad_3251 - 22 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] The scent was a little strong and it seemed to be a little bit more liquid than I’m used to. Not sure if this is the norm but overall the coverage was good and the after application conditioner left my hair pretty soft. Everything comes in the box which is obviously crazy convenient!