$11.99 when purchased online
Target Online store #3991
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
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.
Hair Type: All Hair Types
Health Facts: Contains Vitamin E
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
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: 2.25 inches length x 3.5 inches width x 6.25 inches height
Estimated ship weight: 0.58 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.
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Summary of reviews
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 6472 reviews
effectiveness: 3.18 out of 5
quality: 3.16 out of 5
value: 3.07 out of 5
52% would recommend
366 recommendations
Easy application leaving hair feeling and looking
4 out of 5 stars
redheadbec_8923 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L'Oreal Paris Superior Preference Fade Defying Shine Permanent Hair Color 6R Light Auburn made dying my hair a quick and easy process. I was amazed at how easy applying this dye was and how well the product covered my whole head without any spots missing dye. I have a lot of hair and 2 bottles did the trick for me. I was hesitant at first because I always heard box dye is the worst for your hair but L'Oreal Paris Superior Preference is a gamechange with how healthy my hair looked and felt even days later. I was given this product for free in return for my honest opinion on the product and I would highly recommend to anyone looking for a affordable dye with lasting results
Easy to use, pretty color results
4 out of 5 stars
brendalee15_8665 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I really like how my hair came out. It lightened it nicely. It was very easy to apply and the color came out really nice. The pictures on the packaging are pretty accurate of what color to expect. The scent wasn't too bad. I would definitely use this again.
Great Blonde shade!!
5 out of 5 stars
kathyb5199_2674 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love L’Oréal hair color! It’s one of the best over the counter hair color kits. I love the way my hair looks and feels after using. I had recently had my hair high lighted and it still kept the darker parts dark. The conditioner that comes with it is the best too, keeps my hair healthy and shiny!
Brass
3 out of 5 stars
ashleyrose3ba648ed_725 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Was looking for a blonde color for my hair hoping this would be the one. Product was super easy to mix and put on my hair and covered really well. While waiting it didn't burn my scalp or have any nasty chemical smell it actually didn't have any overwhelming smell to it. Process didn't take very long but I didn't really care for the color. It actually didn't seem to make my hair any blonder but instead gave it more of a red or orangish color I didn't care for. Didn't dry my hair out and packaged well but it just wasn't the color I desired.
Beautiful color
3 out of 5 stars
kimberlyg441_6545 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I got Light Auburn, it is a beautiful color. However, it is too light for my current hair color. I am a natural blonde and I color my hair a medium Auburn so it wasn't a good match. The application process was good and it smelled amazing. Just the wrong color.
Not much of a change
3 out of 5 stars
whitneyd51_4768 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair dye was actually pretty easy to use. The scent wasn’t too bad and it didn’t damage the hair like some dyes do. The only thing I didn’t like is I didn’t really see much of a change in hair color after using
Love this
5 out of 5 stars
kaseyy3_5243 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love the feel this product gives my hair after use! It's application was super easy and a smooth process. It didn't feel heavy and harsh on my hair. I would definitely use this product again!
Maybe user error?
3 out of 5 stars
Thumbs up graphic, would recommend
Madison - 12 days ago, Verified purchaser
I bought this as a natural light brown/dark blonde haired person. I followed the instructions to a tee. I now have orangey brown hair. The fumes during the application process about ended my bloodline but I would try again just to see if it was user error or the product itself
1 reply from L'OrealParisProductExpert team - 8 days ago
Hi there, Madison! We appreciate you taking the time to reach out about our Superior Preference Hair Color. Consumer feedback is very important to us and allows us to improve all our products. We will be sure to pass all your feedback along to the appropriate teams. We hope you will continue using more of our products soon with full satisfaction with the results!
Easy to use, pretty color
5 out of 5 stars
katrinas61_3169 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have natural dark blond hair. I only applied this as highlights and to the front of my hair to give myself a lighter frame around my face and it worked well for that. There was no visible damage at all. Hair actually felt softer than before after use.
Fumes
3 out of 5 stars
Thumbs up graphic, would recommend
jmill - 13 days ago, Verified purchaser
I had to stop halfway through application to go outside and reconnect with nature because the fumes were so strong. Even in my well ventilated bathroom. Pretty sure I caused generational brain damage. Worked super well and loved how the color turned out. Would prob buy again
1 reply from L'OrealParisProductExpert team - 8 days ago
Hi there! We appreciate you taking the time to reach out about our Superior Preference Hair Color. We truly appreciate your feedback on the fragrance in our formula. Consumer feedback is very important to us and allows us to improve all our products. We will be sure to pass all your feedback along to the appropriate teams. We hope you will continue using more of our products soon with full satisfaction with the results!
Superior
5 out of 5 stars
- 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Sure! Here's a well-written positive review for L'Oréal Paris hair dye in a soft blonde shade: --- 5-Star Review: L’Oréal Paris Hair Dye – Soft Blonde I recently tried the L’Oréal Paris hair dye in a soft blonde shade, and I couldn’t be happier with the results. The color turned out beautifully—natural-looking, luminous, and exactly the soft blonde I was hoping for. It added a subtle warmth and shine to my hair without looking brassy or too yellow, which can be hard to find with at-home blonde dyes. The application process was super easy. The instructions were clear, the dye didn’t drip, and the formula felt gentle on my scalp. I also really appreciated the conditioning treatment included in the box—it left my hair feeling incredibly soft and smooth afterward. One of the best things about this dye is that it didn’t dry out my hair. In fact, it felt even healthier post-color, which was a pleasant surprise. The color has stayed vibrant for weeks with minimal fading, and I’ve received so many compliments on the tone and shine. If you’re looking for a salon-quality blonde you can do at home, I highly recommend L’Oréal’s soft blonde shades. Affordable, easy to use, and the results speak for itslef
Great
5 out of 5 stars
chrissyd24_9672 - 16 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I enjoyed this. It was very easy to apply. Thr directions were easy to follow. It didn't have a strong chemical smell, which is nice. It made my hair very soft and beautiful
Absolutely beautiful!
5 out of 5 stars
melissas454_6091 - 17 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Absolutely love this color! It’s so vibrant and didn’t leave my hair dull or brittle! The application process was easy and the scent was not strong like most colors.
Great product
5 out of 5 stars
amy5011_4423 - 17 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] My friend is a hairdresser, so I asked her to put this in my hair for highlights. I love it! My hair is so shiny, blonde, and smells great! I will definitely be using this product in the future.
Shiny
4 out of 5 stars
jessicagbeauty__4509 - 17 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This color is very subtle, it has a nice shine to it. The bottle applicator made it easy to apply. The only con is that scent is very strong. Overall I like how my hair looks and feels.
Blondy
5 out of 5 stars
katbombs_3144 - 17 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I was so happy to receive this product for FREE in exchange for my honest review. I have had my hair colored professionally but it’s an expense so getting L’Oréal Paris Superior Preference I was able to touch up my grown out blond at home without having to go to the salon! I saved money and time! Plus, I love the color!! Would recommend to others.
Great vibrant hair dye
5 out of 5 stars
crystalm0722_8455 - 17 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This color is so vibrant and beautiful! Easy to mix the formula and easy to apply. Helps cover up grays well and does not fade fast. I’m use to the smell of hair dye so it doesn’t bother me but u didn’t think it was as strong.
Good
4 out of 5 stars
michelm1818_6570 - 18 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] It’s good, it’s a maeca that has always been known and approved. I used the tone to lighten my hair a little. I have always liked the conditioners they use in their boxes.
Great Color
5 out of 5 stars
biker_vixen_91770_8328 - 19 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I was very happy with the results that I received from this Shine Permanent Hair Color from L'Oréal Paris. It blended my roots to match the rest of my hair. The application process was easy, although the scent of ammonia was a little strong. I would definitely use this product again.
Average
4 out of 5 stars
tannaf1_8550 - 19 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Good packaging, complimentary to my skin tone. Enhanced my hairstyle nautral shine. Scent was like most hair dyes. Easy application process.