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$10.99When purchased online
About this item
Highlights
- Superior Preference Silver 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 Silver 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
Specifications
Hair Type: All Hair Types
Product Form: Liquid
Beauty Purpose: Hair Coloring
Processing Time: 25 minutes
TCIN: 75560237
UPC: 071249383247
Item Number (DPCI): 063-01-0494
Origin: Imported
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.
If the item details above aren’t accurate or complete, we want to know about it.
Ingredients:
color gel aqua/water/eau • trideceth-2 carboxamide mea • propylene glycol • hexylene glycol • peg-2 oleamine • polyglyceryl-4 oleyl ether • oleyl alcohol • alcohol denat. • ammonium hydroxide • polyglyceryl-2 oleyl ether • oleic acid • sodium diethylaminopropyl cocoaspartamide • ammonium acetate • parfum/fragrance • sodium metabisulfite edta • toluene-2,5-diamine • 2-methylresorcinol • erythorbic acid • m-aminophenol • alpha-isomethyl ionone • eugenol hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl • 2,4-diaminophenoxyethanol hci • linalool • citronellol • n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate • thioglycerin color optimizing creme aqua/water/eau • hydrogen peroxide • cetearyl alcohol • sodium salicylate trideceth-2 carboxamide mea • phosphoric acid • ceteareth-25 • tetrasodium etidronate • tetrasodium pyrophosphate · glycerin care supremeⓡ conditioner aqua/water/eau • cetearyl alcohol • glycerin • behentrimonium chloride • candelilla cera/candelilla wax/cire de candelilla • amodimethicone • cetyl esters • isopropyl alcohol • parfum/fragrance • sodium pca • trideceth-6 • linalool • hexyl cinnamal • benzyl alcohol • chlorhexidine dihydrochloride • cetrimonium chloride • butylphenyl methylpropional • limonene • alcohol denat. • geraniol • amyl cinnamal ppg-5-ceteth-20 • benzyl benzoate • camelina sativa seed oil • oleth-10 • citronellol • disodium cocoamphodipropionate • lecithin phosphoric acid • tocopherol • ethylhexyl salicylate
Allergens & Warnings:
• Avoid contact of this product with eyes and skin. • If product gets into eyes, rinse immédiately. • 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, perming before coloring. • Keep product out of the reach of children. Do not on children., 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., 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: 6.39 inches length x 3.51 inches width x 2.52 inches height
Estimated ship weight: 0.57 pounds
We regret that this item cannot be shipped to PO Boxes.
This item cannot be shipped to the following locations: Virgin Islands, U.S., United States Minor Outlying Islands, Alaska, Hawaii, American Samoa (see also separate entry under AS), Puerto Rico (see also separate entry under PR), Guam (see also separate entry under GU), APO/FPO, Northern Mariana Islands
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.
More to consider
3.5 out of 5 stars with 1610 reviews
58% would recommend
257 recommendations
effectiveness: 3.38 out of 5
quality: 3.34 out of 5
value: 3.31 out of 5
Permeating chemical odor
1 out of 5 stars
Would not recommend
TargetDog - 4 days ago, Verified purchaser
Strong permeating chemical odor which I could feel in my throat and eyes despite having windows and doors open. Very concerning, and I’ve never experienced something like that before with other hair dyes.
Good color
4 out of 5 stars
Would recommend
Ann12345 - 8 days ago, Verified purchaser
Worked well but definitely burned a little. Good color.
I would not recommend this
2 out of 5 stars
Would not recommend
Mickey - 13 days ago, Verified purchaser
Bought the 5A Medium Ash to even out my hair color. It dyed my lightened ends very well, but severely dried my hair and I almost got hot roots even though this is a darker dye?! Like another reviewer, I've had better experience with the $3 revlon dyes lmao
1 reply from L'OrealParisProductExpert team - 11 days ago
Hi There! We are sorry to hear about the experience you had with our L'Oreal Paris Superior Preference Permanent Hair Color . Feedback from our consumers is very important to us and helps us improve all our products. We are sorry to hear that this product is not your new favorite. We thank you for giving this product a try and hope you continue to explore our other products with confidence!
Great coverage
5 out of 5 stars
Amysuz - 16 days ago
This reviewer received a free sample of this item
This L'Oreal Paris Superior Preference Medium Ash Blonde is really good. It covers all of my gray and leaves my hair so soft!
L'Oreal Paris Superior Preference Medium Golden Brown 5G
5 out of 5 stars
Sprout - 16 days ago
This reviewer received a free sample of this item
I thought I wouldn't liked this product but when I tried it....I LOVED IT. yes I highly recommend using this product. It makes my hair shiny & silky smooth.
My new favorite!
5 out of 5 stars
Larke333 - 17 days ago
This reviewer received a free sample of this item
I tried L'Oreal Paris Superier Preference Medium Golden Brown hair color and I love the way my hair turned out. It covered up all my grays and the color that came out was incredible! I also like that it makes my hair so soft and shiny.
Orange
1 out of 5 stars
Would not recommend
Samantha - 20 days ago
It turned my hair orange, looked nothing like the color on the box
1 reply from L'OrealParisProductExpert team - 15 days ago
Hi there! Thank you for reacimg out to us about Superior Preference Fade-Defying Color + Shine System in the shde 9.5A Lighest Ash Blonde. We are sad to hear that you did not get the results you had hoped for with this shade. We know this can be frustrating and we will share this information with out production team. We would like to speak to you directly so we can find the best suited product for you, please call us at 1-833-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
Loved it!
5 out of 5 stars
Would recommend
rlcs - 22 days ago, Verified purchaser
I used 5 medium brown and love it!!! I usually buy natural instincts but this is waaaay better. Better coverage of grays, better silky shine, better color, better product!
Great hair color
5 out of 5 stars
Would recommend
Traceyx - 23 days ago, Verified purchaser
Repurchased multiple times, covers greys perfectly
DID NOT WORK
2 out of 5 stars
Would not recommend
Connie - 25 days ago
I love the hair color. It's five medium brown with L'Oreal Paris, but it does not cover your gray and I left it on 35 minutes starting from the top back and I still have gray on both sides and the top of my hair.
1 reply from L'OrealParisProductExpert team - 22 days ago
Hi there Connie! We can see this wouldn’t be the result you were hoping for…While the Preference should cover gray very well, for stubborn gray, the denser pigments in the Excellence Crème can work better for coverage. If you would like to speak to us directly about your recent purchase, give us a call @ 800-631-7358 9 AM to 5:30 PM ET M - F
The worst hair color I have tried
1 out of 5 stars
Would not recommend
Modesto Mom - 25 days ago, Verified purchaser
The worst hair color I have tried. The box states that it is fade-defying color, up to eight weeks. On both my sister and I who have different hair - it lasted a only few days. I have oily straight hair and she has dry very curly hair. Our temples were gray after three days. Hair color costing half the price does better. We were so disappointed!
1 reply from L'OrealParisProductExpert team - 22 days ago
Hi Modesto Mom! Thanks for reaching out to us regarding Preference Haircolor. We can understand how frustrating it is to look forward to a new application of haircolor and not be satisfied with the results. We're sorry to hear that the color has faded. It is helpful to use a shampoo and conditioner specifically formulated for color treated hair. We offer Color Vibrancy Shampoo and Conditioner to preserve and protect your haircolor. We will share your comments with our teams.
great concealer
4 out of 5 stars
natat - 27 days ago
This reviewer received a free sample of this item
I love how light it is and yet it covers a lot of my imperfections
Love the color
5 out of 5 stars
Austinmarie1 - 29 days ago
This reviewer received a free sample of this item
Love the color! Very easy to use. Would highly recommend it I will definitely be using this again
8S Silver Blond for the win!
5 out of 5 stars
Would recommend
SA - 30 days ago
I tried 8S Silver Blond for the first time. It looks fantastic. I was getting sick of being super light blond. This darkens a bit but to a beautiful color. Lots of compliments. Deep love. Is my new go-to color.
Amazing covergae and color
5 out of 5 stars
Cali Julz - 1 month ago
This reviewer received a free sample of this item
Natural Beauty!! True color and looks super in the direct sunlight
L'Oreal Paris Superior Preference
4 out of 5 stars
Cassie - 1 month ago
This reviewer received a free sample of this item
I have used this previously in a different color and it's a decent home hair dye. The blonde was a bit too light for my hair color. However, the dye itself colors evenly and leaves hair smooth and shiny.
Hair color
5 out of 5 stars
Would recommend
Dngro - 1 month ago, Verified purchaser
I’ve been using this product for years. Great!!
Even color
5 out of 5 stars
Cecker0603 - 1 month ago
This reviewer received a free sample of this item
The L'Oreal Paris Superior Preference Medium Ash Blonde hair color is easy to apply. The color came out evenly and matched the box well.
Great product
5 out of 5 stars
Wroscoe - 1 month ago
This reviewer received a free sample of this item
This is a great product it worked well in my hair, I will definitely be using this one again, I have already recommend it to my friends and family Thank you Bzzagent for letting me test this product
I love the color!!
4 out of 5 stars
Bambig - 1 month ago
This reviewer received a free sample of this item
It left my hair feeling healthy shiny and voluminous with such a great color!!