$12.99 when purchased online
Target Online store #3991
About this item
Frequently Bought Together
Guests also viewed
Discover more options
Related Categories
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 6823 reviews
effectiveness: 3.17 out of 5
quality: 3.14 out of 5
value: 3.05 out of 5
52% would recommend
384 recommendations
Easy to apply
4 out of 5 stars
erinp12_9718 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I had my Mom use this dye on her normally blonde to graying hair. For a reasonably priced box dye, it did a very good job and applied very easily. While the color was pretty, it just wasn't quite what she was looking for.
Very subtle
2 out of 5 stars
taratestzzit_2584 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] So this was very easy to apply. I did like that I it wasn't as harsh as some other brands. It really didn't make much of a difference on my hair it definitely didn't cover up the red in my hair. The conditioner that came with was everything though. So I guess if you like subtle color then this would be the one for you.
1 reply from LeCare team - 5 days ago
Hi taratestzzit_2584! Thank you for sharing your experience after using Superior Preference, 8G-Golden Blonde. Feedback from our customers is important to us when making decisions about our products. We appreciate your feedback and will be sharing it with others in our company.
Not for covering gray
1 out of 5 stars
ConnieB - 7 days ago
originally posted on lorealparisusa.com
Stay away from the new formula. It does not cover gray. My old color, 5G, is not the same. It made my hair red tone. Read on internet to use 61/2G. It does not cover gray. Stay away and save your money.
1 reply from LeCare team - 7 days ago
Hi ConnieB, We are sorry to hear about your results after using Preference Hair Color 5G Medium Golden Brown. We would like to speak to you directly about it. Please call L'Oréal @ 1- 800-631-7358 Monday-Friday: 9:00 AM – 5:30 PM ET. Provide us with case # 42571465 We look forward to your call!
Good
4 out of 5 stars
yailin_4129 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Easy application process and easy to apply , the packaging is great , my hair looks great i love the color , hair looks shiny and healthy . The coverage is great
Completely incorrect color!
1 out of 5 stars
Nlp918 - 8 days ago
originally posted on lorealparisusa.com
If I could give it zero stars I would. Or even negative. Why? Because the color was COMPLETELY different from the one I have been using the past 10 years. 5G Medium golden brown. What color is my hair? AUBURN. Red brassy tones saturated so much that EVERY person I know has noticed "you changed your hair color". Completely unacceptable. I even checked the bottle to see if it was boxed correctly, and it wasn't - labeled 5G.
1 reply from LeCare team - 7 days ago
Hi Nlp918! Thank you for sharing your experience after using the new formula for Superior Preference, 5G-Medium Golden Brown. Feedback from our customers is important to us when making decisions about our products. We appreciate your feedback and will be sharing it with others in our company.
Looks like the box color
5 out of 5 stars
Chase - 11 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 - 14 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 - 14 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 - 14 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 - 15 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 - 16 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 - 17 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 - 15 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 - 17 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 - 18 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 - 16 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 - 19 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 - 19 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 - 19 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 - 16 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 - 21 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 - 21 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
- 21 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 - 22 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 - 21 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!