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L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz
$12.99 ($2.00/fluid ounce)
In Stock
Eligible for registries and wish lists
Sponsored
About this item
Highlights
- Superior Preference Chestnut Brown 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 Chestnut Brown 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.
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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.
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: 11485681
UPC: 071249158289
Item Number (DPCI): 063-01-0086
Origin: Made in the USA or Imported
If the item details aren’t accurate or complete, we want to know about it.
Ingredients:
color gel: 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, p-phenylenediamine, sodium metabisulfite, p-aminophenol, erythorbic acid, m-aminophenol, resorcinol, 2-methyl-5-hydroxyethylaminophenol, 4-amino-2-hydroxytoluene, 2-methylresorcinol, 6-hydroxyindole, alpha-isomethyl ionone, eugenol, linalool, citronellol f.i.l. #d32585/2, color optimizing creme: 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: aqua/water, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera/candelilla wax, amodimethicone, cetyl esters, isopropyl alcohol, alcohol denat., lecithin, tocopherol, sodium pca, oleth-10, ppg-5-ceteth-20, ethylhexyl salicylate, trideceth-6, chlorhexidine dihydrochloride, limonene, camelina sativa oil/camelina sativa seed oil, linalool, benzyl alcohol, benzyl benzoate, phosphoric acid, fragrance, geraniol, disodium cocoamphodipropionate, cetrimonium chloride, butylphenyl methylpropional, citronellol, hexyl cinnamal, amyl cinnamal f.i.l. #d158454/4' '
Shipping details
Estimated ship dimensions: 6.36 inches length x 3.5 inches width x 2.32 inches height
Estimated ship weight: 0.58 pounds
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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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 6880 reviews
effectiveness: 3.18 out of 5
quality: 3.15 out of 5
value: 3.06 out of 5
52% would recommend
385 recommendations
1 out of 5 stars
19 October, 2025
originally posted on lorealparisusa.com
Disappointing
I have been using Preference 6 1/2 G for more than twenty years. Loved the product. This time, my hair has a deep orange tone. I hate it. Don't know what changes you made to the product but it doesn't work for me. Worse now is I will have to muddle through and find a color that works. This takes time and money. Very disappointed.
5 out of 5 stars
18 October, 2025
originally posted on influenster.com
Great product!
[This review was collected as part of a promotion.] This blonde hair color was amazing. We ended up using it on my grandmother to dye her hair not only is the color exactly what was expected, but the application process was seamless. The packaging was easy to follow and the smell really wasn’t very bad. I think overall, this is a great product and it didn’t feel like you were harming your hair as much as you would a at home product would definitely recommend. The shade of blonde is also so perfect for what we wanted. I think the multitude of shades is something that. L’Oreal does very well.
5 out of 5 stars
18 October, 2025
originally posted on influenster.com
Gorgeous result
[This review was collected as part of a promotion.] This worked perfectly in lightening my hair. My hair is silky smooth and so healthy. This was super easy to use and I’m surprised by the effectiveness of a box dye!
5 out of 5 stars
13 October, 2025
originally posted on lorealparisusa.com
The best natural red I've tried
This is the most natural-looking red I've ever tried! It's literally the perfect ginger color. I have people stop me in public to comment on it all the time. (My go-to response now is "OMG thank you! It’s fake! 💁♀️" and then I direct them to the L'oreal website lol) My natural hair color is what the youth™️ are calling "old money blonde" but what I've always called "dirty dishwater blonde". Unfortunately, I am also paler than a ghost. (A kid in middle school looked at me and said, "wow! I didn't know that white came in neon!"...ok ouch.) Getting to the point, the combo of my natural hair and complexion meant that I must have looked like a dying victorian orphan because I had 2-3 people PER WEEK ask me if I was OK, was I sick, had I been crying etc. Well not anymore! This shade is so flattering and natural-looking with my pasty, pasty skin that everyone just goes, "ah, a ginger. She's supposed to look like that." I've been using this for about 3 years and it's so real-looking that some of my coworkers have no idea I'm not actually a redhead 🤭
2 out of 5 stars
30 September, 2025
originally posted on influenster.com
If it’s your only option for color
[This review was collected as part of a promotion.] Now, with this item…so I’m a cosmetologist; I’m not a fan of box hair dyes. I applied it to a mannequin doll, it covered as it should. Scent was strong and the shine was just not there for me. I would not recommend or use honestly.
1 reply from LeCare team - 20 days ago
Hi yolandas31_6789. Thank you for reaching out to L'Oreal and sharing your comments on the Preference Haircolor. Feedback from our consumers is very important to us and helps us improve all of our products! We appreciate you sharing your experience. We thank you for giving this product a try as we will be passing on your comments to others in our team. We hope you continue using our products!
5 out of 5 stars
30 September, 2025
originally posted on influenster.com
I like it
[This review was collected as part of a promotion.] I really liked it because it doesn’t have a strong smell, it’s very easy to apply and it has very good coverage. Leaves the hair very shiny. The packaging is practical
5 out of 5 stars
30 September, 2025
originally posted on influenster.com
Excellent quality!
[This review was collected as part of a promotion.] This hair color exceeded my expectations. I have very thick , wavy, and textured hair, which tends to get very frizzy and brittle. This color didn’t strip my hair of its moisture ~ in fact it made it feel more smooth, silky, and lustrous. It was easy to apply. The color was very vibrant and long lasting. It also gave my hair a sheen that got me many compliments!!! I highly recommend it!!!
4 out of 5 stars
28 September, 2025
originally posted on influenster.com
It’s cute, okay?
[This review was collected as part of a promotion.] I decided to add this product to an upcoming hair experiment I was trying. The packaging was straight forward and easy to apply, the shine was great and not brassy. The smell was interesting and almost made my nervous to the amount of bleach.
1 out of 5 stars
26 September, 2025
originally posted on lorealparisusa.com
Used to love this shade.
I just purchased a box of champagne blonde, and now I’m afraid to use it after reading all of the reviews. I have lightened my hair and I was going to try and get rid of the brassy tones, but the reviews say that the colors have gold or red tones now + I don’t want to damage my hair like the reviews say it does now.
1 reply from LeCare team - 21 days ago
Hi Gail 123! Thank you for your interest in using Superior Preference, 8.5A-Champagne Blonde. If your natural hair color in not in the color guide on the box, it would not be a shade recommended for you. Please take a look at the before pics on the box. Your hair should be one of the 3 before pics given(natural color) not color treated. We appreciate your comments and will be sharing them with others in our company.
5 out of 5 stars
24 September, 2025
originally posted on influenster.com
Grays be gone
[This review was collected as part of a promotion.] The shine and coverage were excellent when I tried this product. The application was extremely easy to follow. The scent is light and fresh. The packaging of the items was easy to open and use.
4 out of 5 stars
Thumbs up graphic, would recommend
21 September, 2025
READ THIS PLSSS FOR THE COLOR LB02
okay do not listen to the instructions plsss. as someone who has been dying/ bleaching their thin ahh hair for years and straightness it pls do the roots first and leaving in for 15min then keeps it on and do the ends then wait 45min and rinse the darker your hair is the longer you should leave it in for, and if its still a yellow color pls pls pls spend the 10$ on the L'Oreal purple shampoo. and also don't worry about the smell its normal...Also use the purple shampoo regularly bc it can fade into a a darker blonde
3 out of 5 stars
17 September, 2025
originally posted on lorealparisusa.com
Peeled the skin off my forehead
I usually use Loreal Nice & Easy. Preference is a strict downgrade. Preference is stinkier, runnier, more toxic fumes, and the conditioner is almost impossible to rinse out. And I've NEVER had a hair dye peel the skin off my forehead before! Save half your money and get Nice & Easy instead.
5 out of 5 stars
13 September, 2025
originally posted on influenster.com
I love it!
[This review was collected as part of a promotion.] The perfect black shade! Doesn’t fade quickly! Loved it so much! Me and my husband use this product all the time! Super easy to use and super reliable!
4 out of 5 stars
13 September, 2025
originally posted on influenster.com
Decent color, not that shiny
[This review was collected as part of a promotion.] Claims “shine” even in its name, but it did damage my hair like all other permanent color—dryness, split ends. The color was a bit too warm for me so I will be using my own money to buy a toner and fix it routinely.
5 out of 5 stars
10 September, 2025
originally posted on influenster.com
Another Excellent L’Oreal Hair Dye
[This review was collected as part of a promotion.] I typically purchase L’Oreal Paris Excellence Cream, so I was excited to give this hair dye a go! I liked the applicator, and the supplies were very similar to the Excellence Cream. The scent was typical of most hair dyes and this overall was a near identical experience of applying the Excellence Cream dye, which has been my tried and true go to product for over 10 years. Excellent product!
5 out of 5 stars
10 September, 2025
originally posted on influenster.com
I love the coverage
[This review was collected as part of a promotion.] I love how easy it is to apply my L'Oréal dye leaving a softness and shine to my hair the most important thing is that it covers my gray hair I love it thank you 😊
4 out of 5 stars
9 September, 2025
originally posted on influenster.com
Great product, beautiful shine!
[This review was collected as part of a promotion.] The packaging and items included to dye my hair were top tier. I followed the directions exactly as stated on the box and my color was even and balanced. The only thing…the color was way too dark for me! I have medium brown hair naturally, so having it be this dark black didn’t look nice on me. I’m definitely going to try the lighter brown shades because the product is easy to use and good quality!
5 out of 5 stars
7 September, 2025
originally posted on influenster.com
Perfect coverage, super easy application. Love.
[This review was collected as part of a promotion.] I was highly impressed by this home hair dye! I normally use a more expensive brand, but honestly I feel like this worked better. The formula was runny enough that it blended easy but gelled enough that it didn’t run down my face or neck. The smell wasn’t as strong as many other brands that I’ve tried. It only took me one box and about 20 minutes to do my whole head of hair. 25 minutes after that-my dark brown color came out perfectly- no orange tint. And best of all- there was not one single grey hair! Also, you can’t beat the price. I definitely plan on using L’Oréal from now on.
5 out of 5 stars
6 September, 2025
originally posted on influenster.com
Definitely going to purchase this product for next
[This review was collected as part of a promotion.] I loved everything about this hair color! Nice scent! Other brands make my scalp it h and this did not! Great packaging. The color was perfect and my hair shined and looked so normal.
2 out of 5 stars
6 September, 2025
originally posted on lorealparisusa.com
Not as good anymore
I had been using the Intense Copper Red RR07 for the last almost 10 years and it’s been discontinued. I can’t believe it would be discontinued! I started using the light auburn 7LA but the last couple of times I used it it didn’t cover my greys very well and the overall color looked mottled and dull. I’m really disappointed. I really wish that the RR07 color would come back. Why discontinue it?!?
1 reply from LeCare team - 1 month ago
Hi Lc84! Thank you for sharing how you feel about Preference, 7LA-Lightest Auburn, also how disappointed you are that RR07-Intense Red Copper was discontinued. 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. We would also recommend trying Excellence Universal Nudes, 7NR-Natural Copper.