$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Permanent Dark Brown 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 Dark 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.
_
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: 11475704
UPC: 071249253038
Item Number (DPCI): 063-01-0826
Origin: Made in the USA or Imported
If the item details above aren’t accurate or complete, we want to know about it.
Ingredients:
aqua / water / eau, 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, ammonium acetate, parfum / fragrance, sodium metabisulfite, p-phenylenediamine, resorcinol, edta, erythorbic acid, m-aminophenol, n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate, 2,4-diaminophenoxyethanol hcl, aqua / water / eau, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera / candelilla wax / cire de candelilla, amodimethicone, cetyl esters, isopropyl alcohol, parfum / fragrance, phenoxyethanol, sodium pca, trideceth-6, tocopheryl acetate, ethylhexyl salicylate, linalool, hexyl cinnamal, benzyl alcohol, chlorhexidine digluconate, cetrimonium chloride, limonene, amyl cinnamal, geraniol, benzyl benzoate, camelina sativa seed oil, citronellol, aqua / water / eau, hydrogen peroxide, cetearyl alcohol, trideceth-2 carboxamide mea, ceteareth-25, glycerin, phosphoric acid, tetrasodium etidronate, tetrasodium pyrophosphate, sodium salicylate
Shipping details
Estimated ship dimensions: 6.5354 inches length x 4.0945 inches width x 2.3622 inches height
Estimated ship weight: 0.5732 pounds
This item cannot be shipped to the following locations: Guam (see also separate entry under GU), Virgin Islands, U.S., United States Minor Outlying Islands, American Samoa (see also separate entry under AS), Northern Mariana Islands
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
Guests also viewed
Discover more options
Summary of reviews
The recent changes to the hair color formula have left many guests disappointed, as they report significant differences in color results and application experience. While some guests have enjoyed the new creamy texture and staying power, the overwhelming feedback highlights issues such as unwanted red tones, poor gray coverage, and strong chemical smells. Guests are seeking a return to the previous formula that consistently delivered their desired results, emphasizing the importance of reliable hair color products.
Generated by AI from the text of recent reviews (includes 1 incentivized reviews)
3.8 out of 5 stars with 3108 reviews
quality: 3.18 out of 5
value: 3.08 out of 5
effectiveness: 3.2 out of 5
52% would recommend
350 recommendations
Not as described
1 out of 5 stars
Thumbs down graphic, would not recommend
qvp99729 - 22 days ago
I was looking for an ashy brown color, my hair turned red.
Wouldnt repurchase
2 out of 5 stars
Thumbs down graphic, would not recommend
Didnt like - 24 days ago
The smell was strong like chemical and it burned my eyes. I did have my bathroom fan on and it was still strong. My hair was level 5 caramel brown and it is now a light brown level 4 but definitely not ashy more gold tones. Idential to Ion 4g. The image shows on the model much darker than it came out on me after processing 30 min and doing a color fill with red dye.
Not happy!
2 out of 5 stars
ChampagneBlond - 25 days ago
originally posted on lorealparisusa.com
I’ve used Champagne Blond since 1993 and have had no problems and loved the outcome. The pat 3 times I’ve used the product my scalp has been sore and irritated for several days afterwards and my hair has had a pinkish tone which washs out in a couple of days. Not happy, L’Oréal! Looking for a new product after 31 years. Please go back and replicate what you had.
1 reply from Consumer Care Center team - 24 days ago
Hi there. We are sorry to hear about the experience you had with recent Preference kits and would like to speak with you directly. Please give us a call @ 800-631-7358 for assistance and provide the reference # 38135546. Please have the last box you used with you if available. We look forward to speaking with you.
Mrs
5 out of 5 stars
Thumbs up graphic, would recommend
Sharon - 1 month ago, Verified purchaser
I like that you always have it in stock. So I always order it from target.
Looks good
5 out of 5 stars
Thumbs up graphic, would recommend
Embabe - 1 month ago, Verified purchaser
Works really well for a box color
Brassy Orange Blonde- is what they should name it!
1 out of 5 stars
Thumbs down graphic, would not recommend
Tya34 - 2 months ago, Verified purchaser
It’s very brassy and orange- not dark blonde! I don’t know why these store bought brands can’t get their dyes figured out. I go to the salon every 12 weeks but I need to cover my roots every 3- 4 weeks so I try to rely on a box dye just for gray roots showing up. And nope they are all orange and brassy… why??? No one is asking for that in today’s hair colors everyone wants ashy or neutral not golden or orange.. you would think L’Oreal could get it right after all these years. Used dark blond 7 L’Oreal superior preference. Don’t buy!!!
1 reply from L'OrealParisProductExpert team - 2 months ago
Hi there! Thank you for your feedback on the Superior Preference Fade-Defying Color + Shine System, in the shade 7 Dark Blonde. We are sad to hear that you did not see the results you expected with this shade. We will share this information with our production and development teams. We would like to speak to you directly so we can find the best suited product for you, please call us at 1-833-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
Not at all what it should be
1 out of 5 stars
Thumbs down graphic, would not recommend
Anonymous - 2 months ago
The color was completely off, and it did not cover the gray hair. The worst was how far off the color was. I have used Loreal in the past without issues, so I have no idea what is wrong with this version.
1 reply from L'OrealParisProductExpert team - 2 months ago
Hi there! Thank you for your feedback on the Superior Preference Fade-Defying Color + Shine System, in the 4 Dark Brown shade. We are sad to hear that this did not give the gray coverage you had hoped for. We know this can be frustrating and we will share this with our production team. We suggest checking out the Triple Care Color Excellence Creme which is for 100% gray hair coverage for all hair types, even on stubborn grays. We hope that you will give this a try and love your results.
New formula is awful
1 out of 5 stars
Thumbs down graphic, would not recommend
Diane - 2 months ago
Have used Preference (Dark Brown No. 4) for more years than I can remember and was always happy with it. The "New and Improved" formula is awful--too foamy and horrible strong smell. Was very unpleasant to use. After all these years, will be switching to another brand.
1 reply from L'OrealParisProductExpert team - 2 months ago
Hi there! Thank you for reaching out to us about the Superior Preference Permanent Hair Color. We would like to speak to you directly so we can find the best suited product for you, please call us at 1-833-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
Test
4 out of 5 stars
ranj - 2 months ago
originally posted on lorealparisusa.com
[This review was collected as part of a promotion.] Was pleasantly surprised with this product. The texture of the powder is so creamy and goes on like a dream on the skin. I prefer using a buffer brush to apply the foundation since the sponge absorbs way too much of the powder. Really good staying power for a powder foundation!
1 reply from ccc team - 2 months ago
Hi ranj, Thanks for sharing your experience using our product. We are always happy to hear when a consumer is pleased. Thanks for sharing!
They lied
1 out of 5 stars
Thumbs down graphic, would not recommend
Ashbell - 2 months ago, Verified purchaser
This is not the same!!! The color is much warmer and more red brown. Definitely not a dark ash brown
1 reply from L'OrealParisProductExpert team - 2 months ago
Hi there, Ashbell! Thank you for reaching out about our Superior Preference Permanent 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!
DO NOT BUY.
1 out of 5 stars
Thumbs down graphic, would not recommend
Leilei - 2 months ago, Verified purchaser
HORRIBLE! Do not purchase if you are needing to cover grays. Purchased the soft black (as I typically do), processed my hair for the recommended time + 10 extra minutes (as I typically do). The grey roots are now a very light brown!! I am soooo disappointed and frustrated bc I am going on a trip tomorrow and have no time to redo my roots!!! Also, as others have complained, there is a VERY STRONG CHEMICAL SMELL!!!!! I’ve been coloring my hair at home for years and I’ve never experienced this smell. It suffocated me and I had to leave the bathroom for fresh air and started feeling dizzy after. Something is wrong with this entire formula. It should be pulled from shelves asap.
1 reply from L'OrealParisProductExpert team - 2 months ago
We are sorry to hear about the experience you had with Superior Preference Permanent Hair Color, in the shade soft black. We would like to speak with you directly about it. Please give us a call at 1-800-631-7358, M-F 9am to 530pm EST and let us know you contacted us through a review. It would be helpful if you could have the product available when you call, as well as providing the agent with your username. Looking forward to speaking with you.
Hilariously hideous
1 out of 5 stars
Thumbs down graphic, would not recommend
Faith - 2 months ago, Verified purchaser
LB02 made me look like a yellow highlighter 😭😆
1 reply from L'OrealParisProductExpert team - 2 months ago
Hi there, Faith! We are so sorry to hear about your experience with our Superior Preference Permanent 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!
Hair turned orange
1 out of 5 stars
Donita27 - 3 months ago
originally posted on lorealparisusa.com
I have been Preference customer for 15 years without any issues. It'd been about a year since I colored my hair and I just used 5C Medium Cool Brown and my hair turned orange. I previously used 5CB and loved it, but I wanted to try something cooler.
1 reply from loreal team - 2 months ago
Hi Donita27, We are sorry you were not satisfied with the results you achieved with our Preference Hair Color. We know how disappointing it can be to look forward to a new application of color only to find that your results are not what you expected. Please call L'Oréal @ 800-631-7358 and provide reference # 37381826. We look forward to your call!
New Formula So Bad
1 out of 5 stars
Thumbs down graphic, would not recommend
Regcustomer - 3 months ago
I'm so bummed about the new formula. I've used number 9 (natural blonde) for years, and like others here, I've always gotten compliments and inquiries about my color. Just used the new formula and knew something was wrong right away--I almost washed it out right away and now I wish I had. Terrible chemical smell, runny consistency, burning on scalp, and it turned RED while it sat on my hair. Result is NOT natural blonde--more of a flat rose color. And scalp is still burning at the top of my head. Really alarmed and disappointed.
1 reply from L'OrealParisProductExpert team - 3 months ago
Hi there! We are so sorry to hear about your experience with our Superior Preference Permanent Hair Color. 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.
Open box item
1 out of 5 stars
Sandra - 3 months ago, Verified purchaser
The hair dye is fine what the issue was target online pick up sold me an open box product the hair condition was missing. I didn’t notice until I needed to use it.
1 reply from L'OrealParisProductExpert team - 3 months ago
Hi there Sandra, we would be disappointed too, but fortunately, your regular conditioner can be used instead of the after color conditioner that comes with the kit. We’re glad the color looks good!
Great at home hair color!
5 out of 5 stars
Thumbs up graphic, would recommend
Melis417 - 3 months ago, Verified purchaser
Have used this hair color for years. Always produces the best matching color and I absolutely love it!!
Color was nice, but
3 out of 5 stars
ES - 3 months ago, Verified purchaser
I purchased the 6A Light Ash Brown and the color was really nice and it looks the way I wanted it to, but it made my hair really dry. My hair was already bleached and colored, but it was soft. After using this, it feels dry and course (if I dont put leave in conditioner). A lot of hair did fall out after washing the color out, but personally, I have a lot of hair so I didnt matter too much to me. For me, it gave me the color I wanted, so although it damaged my hair a bit, I would probably buy it again if I needed a quick hair color fix, but not anytime soon because I dont want to do more damage too soon.
1 reply from L'OrealParisProductExpert team - 3 months ago
Hi there, we’re so pleased you love the final color result but we can see the final texture is not what you were hoping for. It sounds like your hair has been through a bit of processing already. To avoid over processing the hair, when applying hair dye to previously color-treated hair, we suggest following the Touch Up application and timing to avoid extreme results. By doing repeated full head applications, your hair will be come over processed and dry. The Touch Up application and timing helps to give you great color from root to tip while avoiding the dryness.
Soft black horrible
1 out of 5 stars
Thumbs down graphic, would not recommend
Fed Up - 3 months ago
I've used soft black for years. They changed the formula in spring of 2024. It now leaves roots orange. Color washes right out. Horrible!!! If I could give it a fat 0 I would!
1 reply from L'OrealParisProductExpert team - 3 months ago
Hi there! Thank you for reaching out about our Superior Preference Permanent Hair Color in Soft Black. 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!
Formula changed, quality far worse...sadly.
1 out of 5 stars
Thumbs down graphic, would not recommend
AlexS - 3 months ago, Verified purchaser
I have been using L’Oréal hair color for 20+ yrs & tried every version they made. Loved them all. Hair looked shiny & the color stayed for a few weeks even in the summer. Excellence changed yrs ago so I begun with Preference. My natural hair color is dark brown & I’d always buy the deepest shade of black. I was only needing it a couple levels darker. However, since they changed the formula of the Preference as well, the hair color is terrible quality. The difference is noticeable immediately. Doesn’t color as well, hair is no longer shiny or soft rather dull. The worst is that the color literally lasts in no longer than 10 days. At best, couple weeks. It’s useless. I tried Féria being that it was meant to be more intense hair color. No, same. L’Oréal has gone down the hill overall, cosmetics as well. Sad…Changing brands since I refuse to waste my money any longer. The manufacturer should read the reviews across the internet as it’s very similar for a lot of ppl.
1 reply from L'OrealParisProductExpert team - 3 months ago
Hi there! Thank you for reaching out to us about the Superior Preference Permanent Hair Color. We would like to speak to you directly so we can find the best suited product for you, please call us at 1-833-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
More Strawberry Blonde but blah
1 out of 5 stars
Thumbs down graphic, would not recommend
Carol H - 3 months ago, Verified purchaser
My hair was a very light blonde before using his. This color looks like strawberry blonde- I hate it! I’ve used it before and don’t remember this happening. I always avoid blonde colors that say golden because they also turn out pinkish. I may have to recolor or use a purple shampoo to tone it down- but then it will just look blah! Also it was so runny it went all over the place. I have used L’Oreal hair products for years. What did they change?
1 reply from L'OrealParisProductExpert team - 3 months ago
Hi there, Carol H! 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!