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$10.99When purchased online
About this item
Highlights
- Superior Preference Light Auburn 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 Light Auburn 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
Health Facts: Aluminum-Free, Dye-Free, Paraben-Free, Sulfate-Free
Product Warning: Not recommended for those with sensitive skin
Product Form: Liquid
Includes: Gloves
Beauty Purpose: Hair Coloring
Processing Time: 25 minutes
TCIN: 11475713
UPC: 071249253120
Item Number (DPCI): 063-01-0835
Origin: Made in the USA or 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.
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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.
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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: 1055895: aqua/water, 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, pentasodium pentetate, ammonium acetate, fragrance, sodium metabisulfite, p-aminophenol, 2-methyl-5-hydroxyethylaminophenol, 4-amino-2-hydroxytoluene, erythorbic acid, p-phenylenediamine, 2- amino-3-hydroxypyridine, m-aminophenol, resorcinol, alpha-isomethyl ionone, eugenol, linalool, citronellol f.i.l. # d33282/2, color optimizing creme: 178914 u: aqua/water, hydrogen peroxide, cetearyl alcohol, trideceth-2 carboxamide mea, ceteareth-25, glycerin, pentasodium pentetate, sodium stannate, tetrasodium pyrophosphate, phosphoric acid f.i.l. # d12836/18, care suprême® conditioner: 1087166 k: aqua/water, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera/candelilla wax, amodimethicone, cetyl esters, isopropyl alcohol, fragrance, sodium pca, trideceth-6, linalool, hexyl cinnamal, benzyl alcohol, chlorhexidine dihydrochloride, centrimonium 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 f.i.l. # d192716/1
Shipping details
Estimated ship dimensions: 6.3 inches length x 3.51 inches width x 2.52 inches height
Estimated ship weight: 0.57 pounds
This item cannot be shipped to the following locations: American Samoa (see also separate entry under AS), United States Minor Outlying Islands, Virgin Islands, U.S., Northern Mariana Islands, Guam (see also separate entry under GU)
Return details
This item can be returned to any Target store or Target.com.
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 1508 reviews
60% would recommend
243 recommendations
quality: 3.37 out of 5
value: 3.32 out of 5
effectiveness: 3.4 out of 5
Pretty good
3 out of 5 stars
Ande - 4 days ago
This reviewer received a free sample of this item
I received the L'Oreal Paris Superior Preference hair color in Medium Ash Blonde 7.5A from BzzAgent for testing purposes. I absolutely love the cool-toned, ashy color of this hair dye. It definitely is true to what it claims. I left the dye on for the directed amount of time, and experienced no adverse effects or discomfort. This is not a permanent dye, so beware of this if you are unaware. The product is easy to apply and the instructions are easily understandable.
Medium Ash Blonde 7.5A
3 out of 5 stars
Roxannec - 5 days ago
This reviewer received a free sample of this item
Two boxes for bob length or longer hair needed for proper application of all hair. The quality for price is comparable to mid price hair color. Smell is strong, but no reaction on sensitive skin and scalp. Does not come with gloves.
I like it but prefer the brand/color I buy
4 out of 5 stars
Lori - 5 days ago
This reviewer received a free sample of this item
The color isn't the color I normally use. My hair is reddish brown and I buy Garnier Rasperry Truffle. It turned out nice though. Easy to apply and wash out. Color is beautiful, just not the shade I prefer.
Great color
4 out of 5 stars
debleo143 - 5 days ago
This reviewer received a free sample of this item
The L'Oreal Paris Superior Preference Medium Ash Blonde 7.5A hair color is very natural looking. It gives the perfect color without drying out my hair. I love that it does not have a horrible scent, it smells nice and not chemical smelling.
New hair
5 out of 5 stars
Shara86 - 5 days ago
This reviewer received a free sample of this item
I love this brand it's my go too
Superior Preference 5G
1 out of 5 stars
Gammieof5KY - 5 days ago
This reviewer received a free sample of this item
• How does this product compare to other products you've tried? This product does not compare to the slightest with the product I always use. It does not take well against my hair and it has an unpleasant odor. • What are some benefits of owning this product? I don't see any benefit, for myself, in purchasing this product in the future as I will not be using it. • Would you buy this product? No, I will not be purchasing this product. I will stick with the brand I currently purchase. • Would you recommend this product to your friends or family? No. I would not want anyone to waste time or money on this product.
Great hair color
5 out of 5 stars
Day12 - 6 days ago
This reviewer received a free sample of this item
I loved this hair color, very beautiful and covered all my gray hair, also leaves my hair very shiny and healthy, I recommend it
L'Oreal Paris Works Great!
5 out of 5 stars
MarianneP - 6 days ago
This reviewer received a free sample of this item
I got a sample of L'Oreal Paris Superior Preference Medium Golden Brown hair color to try out and it works and stays on your hair a really long time! I love the color that it made my hair look! It was so easy to apply and didn't have that hair color smell! I love the result! Highly recommend! Great product!
USER FRIENDLY $ PRETTY BROWN
5 out of 5 stars
lgg56 - 6 days ago
I needed a quick touch up since my hairdresser was out of town. Super easy to use and I love the color
Color coverage
5 out of 5 stars
tamgram - 7 days ago
This reviewer received a free sample of this item
This color covers the gray really well!! My hair feels healthier and has more bounce than before the color.
L'Oreal Paris superior preference
4 out of 5 stars
Almttg - 7 days ago
This reviewer received a free sample of this item
I got the medium brown 5g L'Oreal Paris superior preference hair dye. I was very pleased with the results. It made my hair soft and silky. It had a really nice color appearance when finished. or covered all my grays.
No Brass
5 out of 5 stars
Anna - 9 days ago
This reviewer received a free sample of this item
I love my hair and now easy this box dye is. Would definitely buy it again.
Beautiful
5 out of 5 stars
Toxicdestiny - 9 days ago
This reviewer received a free sample of this item
I love loreal Paris superior preference in medium ash blonde, it really made my hair color pop and gave it a very nice shine after applying it. My hair looks and feels incredible, and it is so easy to use, perfect for at home usage. I will definitely be buying this again.
Nice color!
5 out of 5 stars
Would recommend
Lovemyfamily - 9 days ago, Verified purchaser
My hair always looks so shiny after using this product.
Easy Enough
4 out of 5 stars
Lisa Marie - 10 days ago
This reviewer received a free sample of this item
I received this about a week ago and was super excited!! It's really easy to use. I thought it wasn't going to stink so bad. I started at the roots as directed. I then used it all over let sit on my hair for 25 minutes. I then proceeded to rinse it out. I was expecting my hair to be a little lighter and it is but I was not expecting the orange tint. I like it well enough. I think next time I'd go with a silver tint. All in all easy to use comes with a deep conditioner. I have noticed that it has dried my hair out and it seems thinner on the front sides by my temples. I have been super conditioning everyday now.
Easy to use and nice color!
3 out of 5 stars
Lorelei J - 10 days ago
This reviewer received a free sample of this item
This hair color was really easy to use and apply however, I guess it has been a minute since I have used box color and I had forgotten about the smell. I have been using color conditioner and the last time I used box hair color, it had a scent packet to add that took care of the chemical smell. That is really the only complaint that I have about this hair color. The color itself is really natural looking and the enclosed conditioner left my hair feeling really soft and looking so healthy and shiny.
works great
5 out of 5 stars
Would recommend
bogiebj - 11 days ago
went on easy, timing is terrific and got the result needed,,,,will see how long this one lasts..
Good quality for at home hair color
3 out of 5 stars
Katie - 13 days ago
This reviewer received a free sample of this item
The color is great for an easy at home color kit. It did not cover my grays, but I have yet to find any hair color that will. The smell is super chemically but not a bother to me. It is not the most dimensional color I have ever used but definitely not completely flat. Overall a good choice for do it yourself coloring, affordable, and easy to find.
Formula has changed, not for the better!
1 out of 5 stars
Would not recommend
paperhearts - 13 days ago, Verified purchaser
I have been using 9N for at least 10 yrs. The formula has changed. My hair always turned out a beautiful blonde but the last 3 or 4 times it is a grey horrible color that lasts less than 2 weeks. Very disappointed. Looking for a different brand.
1 reply from L'OrealParisProductExpert team - 10 days ago
Hi paperhearts! Thanks for reaching out to us regarding Preference Haircolor is shade #9. The formula for this product has not changed. We can understand how frustrating it is to use a product for a long time and then not get the expected results. We're sorry to hear that your results were gray. We want to help. Please call us at: 1.800.631.7358, M-F,9A-5:30P, ET. Give Ref#25448857 when calling. We look forward to hearing from you.
Doent quite work on virgin Asian Hair
2 out of 5 stars
Would recommend
Mmarsh - 14 days ago
I bought two boxes of the same color. One of them had a darker dye then the other. Not sure if someone had swapped it out or target had given me a returned item that wasn’t checked thoroughly; because this was a drive up order so I didn’t get to check the inside of the box. I said what the heck, and did a mixture of both color, my hair didn’t turn out the way I wanted, it got a little lighter but not by much. I have dark black/brown Asian hair, and I was told this would work to lift up my type of hair but it didn’t. However, my hair feels silky and nice even after a week of dye.
1 reply from L'OrealParisProductExpert team - 10 days ago
Hi there! Thank you for reaching out to us about your experience with the Superior Preference Fade-Defying Color + Shine System in the shade 6AM Light Amber Brown. We are sad to hear that you did not love the results you had., please call us at 1-833-856-7325, Monday - Friday, between the hours of 9:00 AM - 5:30 PM ET. We look forward to speaking with you.