$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Soft Black 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 Soft Black 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: 11475703
UPC: 071249253021
Item Number (DPCI): 063-01-0825
Origin: Imported
If the item details above 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, p-phenylenediamine, pentasodium pentetate, ammonium acetate, fragrance, resorcinol, ammonium thiolactate, erythorbic acid, n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate, m-aminophenol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, alpha-isomethyl ionone, eugenol, 2,4-diaminophenoxyethanol hcl, linalool, citronellol f.i.l. #d33261/2, 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: 2.32 inches length x 3.5 inches width x 6.34 inches height
Estimated ship weight: 0.57 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.
Frequently Bought Together
$8.99($1.32/fluid ounce)
$5 Target GiftCard with $30 select beauty items purchase
4.2 out of 5 stars with 627 ratings
$8.99($1.32/fluid ounce)
$5 Target GiftCard with $30 select beauty items purchase
4.1 out of 5 stars with 597 ratings
$124.99
$5 Target GiftCard with $30 select beauty items purchase
3.8 out of 5 stars with 624 ratings
Guests also viewed
$10.99
$5 Target GiftCard with $30 select beauty items purchase on select items
4.1 out of 5 stars with 3767 ratings
$11.99
$5 Target GiftCard with $30 select beauty items purchase on select items
3.6 out of 5 stars with 5216 ratings
$8.49
$5 Target GiftCard with $30 select beauty items purchase on select items
3.8 out of 5 stars with 10428 ratings
$12.99
$5 Target GiftCard with $30 select beauty items purchase
4.5 out of 5 stars with 1170 ratings
$8.49
$5 Target GiftCard with $30 select beauty items purchase on select items
3.9 out of 5 stars with 6111 ratings
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 6566 reviews
effectiveness: 3.19 out of 5
quality: 3.17 out of 5
value: 3.08 out of 5
52% would recommend
368 recommendations
Not quite what I wanted
4 out of 5 stars
Thumbs up graphic, would recommend
Leslie - 4 days ago, Verified purchaser
The shade Light Auburn is too fake a red. I usually use L'Oreal Excellence in Light Auburn but mistakenly bought this one. I thought it wouldn't be that different but boy was I wrong. The red makes me feel like I'm in costume instead of my normal light auburn color. It also does not come with the special shampoo to wash out like the Excellence kit. This dye did cover my grays well and was thorough in coverage. Just be aware if you want a natural looking light auburn this is NOT it.
Did not cover my white hair well.
3 out of 5 stars
theresew2_7690 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This product made my hair dry once the conditioner cream provided was used up. This product did not cover my white hair roots. The white hair turned a very light brown color. I have tried a bunch of other products in the past that did a much better job.
She’s easy to use!
5 out of 5 stars
lysserlott_3746 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Was sent this beautiful rich luminous fae defying color by L’Oréal Paris! Packaging is super chic love the old trimmings. This has up to nine weeks of radiance gray coverage and the conditioner is amazing! Let my hair super soft and sleek and smelling great!
Pretty good hair color
3 out of 5 stars
sweetsofsf_6744 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Overall this hair color was decent. It was easy to use and apply although I did find that the consistency was not as thick (gel like) as they claimed. The ammonia smell was a bit too overpowering for me as well. The coverage was pretty good for my grays, but it came out lighter than I would have liked. It looked more brown (on the lighter side) rather than black and more noticeable that I was covering them. Afterwards, I did find my hair soft with some nice shine. I would consider using again but would opt for the darker black to properly cover my grays.
Love it
5 out of 5 stars
Thumbs up graphic, would recommend
TargetLover - 13 days ago, Verified purchaser
Pleased with the color and longevity. I've been struggling with other box dye washing out but this one has performed much better and not gotten brassy after 5 weeks.
Gorgeous color!
5 out of 5 stars
angel_darling_23_7113 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have never dyed my hair black before trying this superior preference fade defying shine permanent hair color 3 soft black and I am obsessed with it! I will definitely be buying it again!
I wanted light blond, I got light purple
1 out of 5 stars
Purple - 15 days ago
originally posted on lorealparisusa.com
I tried Loreal Preference Light Ash Blond 9.12. Permanent hair color. I followed the instructions to the letter. What I got was a light purple over my white grey hair. It did not cover the grey and it is far from looking like the color on the cover of the box. It is not blond, it is light purple! Now I have to go back to the store and repair the damage with another product.
They changed the product and ruined it.
1 out of 5 stars
Cynthia G - 16 days ago
originally posted on lorealparisusa.com
I have used this since I was 15 years old and I got gray hair and started dying it. I am now 64 and you change the color. This is not the color. I have dyed my hair for decades. I’m very disappointed in you as a company for changing the die colors. The 9N was what I used, now that color is a dull brownish looking color. It is horrible like a dark blonde. I have never used a dark blonde three days after dying it the gray was showing again, so no, you did not improve your hair color. Now I have to find a new color and probably a new brand.
Ir has excellent coverage, It’s easy to apply and
5 out of 5 stars
sarap962_1174 - 16 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The **L'Oréal Superior Preference Fade-Defying Shine 3 Soft Black** is very good, its shade is intense and long-lasting, with a professional shine. It has excellent coverage and great durability. It also prevents dryness thanks to its conditioner with shine serum. It's easy to apply and is economical and long-lasting. It contains chemicals like ammonia, so a spot test is recommended. It's ideal for achieving a professional-looking color at home without spending a fortune.
Pref 7 looks strawberry blond instead dark blond
3 out of 5 stars
rdc17 - 16 days ago
originally posted on lorealparisusa.com
I have used Preference L’Oréal 7 for years and the last 2 times I used it my hair has a strawberry blond tint to it instead of Dark Brown that it used to have. I liked the dark brown as it was because I do highlights after coloring and it doesn’t seem the same the last 2 times. Seems to be burning my scalp more when also the last 2 times as well. Says different box, same product. Did you change your formulation and coloring? Might have to go to a different product.
Shiny, beautiful color
4 out of 5 stars
rachelleleeann_5238 - 16 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’ve used preference several times before and always like it and this time was no different, the color always turns out beautiful and shiny. It’s easy to apply and the in shower conditioner leaves your hair smelling and feeling really soft. It easily covers the few grays I’m starting to get in my late 30’s and it’s a color that I would use again.
Love it
5 out of 5 stars
ngocn8_436 - 16 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Shine and healthy hair is what I drscribe my hair after dying with this hair dye. My hair usually get dry no matter how much conditioner I apply after a dye. But this one is amazing and doesn’t smell bad at all
Change in box, change in color
2 out of 5 stars
cath123 - 17 days ago
originally posted on lorealparisusa.com
Since the box has changed the color has changed. I know that the box says it is the same however I have had more people tell me my hair looks red since the change and I agree with them. I don't know how to compensate for this.
So far so good
4 out of 5 stars
angelag293_9164 - 17 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The application process was straightforward and what I've come to expect from at-home hair color kits. The instructions were clear enough to follow without any major issues. In terms of the color itself, I was happy with how it turned out. It provided good coverage and gave my hair a nice, even tone. I'll be keeping an eye on how well the "fade-defying" aspect holds up over the next few weeks. So far, the initial shine is nice, and I'm hoping the color remains.
Fifteen years and still the best
5 out of 5 stars
mindya12_4116 - 18 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’ve used this hair brand plenty in the past and this time was no exception in quality. My hair was soft and healthy looking after dyeing it. The color does not bleed as long as you rinse well and it last until it grows out with little to no fading. Instructions are easy enough and it’s easy to do yourself at home.
Very shiny
5 out of 5 stars
leslieke468_6396 - 19 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I was happy with the Superior Preference Fade Defying Shine Permanent Hair Color in 3 soft black. I think that it covered my grays very well and the color seems to be holding up nicely after a couple weeks. I was also happy with the shine! My friend commented on how pretty and shiny my hair was right after I colored it. The scent was ok but I wish it would’ve faded a little quicker. It went on easy with the squeeze bottle that was included. Overall, I am very happy with this hair color and would recommend it.
Shiny hair
5 out of 5 stars
arianyloaiza_5457 - 20 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] My hair never glows like this before, it is shiny and cover all my hair. It does smell a little bit but after wash the hair a couple time it get better.
Full coverage
4 out of 5 stars
msticyino_7291 - 21 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have noticed around my hairline that new grey hair are popping up. I have shoulder length hair and one box provided enough coverage. After rinsing the dye out I applied the conditioner. I have a nice sheen to my hair.
Good hair color
4 out of 5 stars
nicoled3130_5817 - 22 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This brand is super good. I like that it comes with everything I need to do my color at home. Although I didn't decide on this specific color, I have used the brand, and it leaves my hair with a completely even, soft, and shiny color.
Meh
3 out of 5 stars
sav419_1323 - 23 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’ve used better hair dye in the past . It covered grays for maybe a week and then they were visible again . I wish it stated the strength of the the developer somewhere