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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 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.
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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.
_
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 aren’t accurate or complete, we want to know about it.
Ingredients:
color gel: 1285356 c - aqua/water/eau, peg-4 rapeseedamide, alcohol denat., deceth-3, propylene glycol ammonium hydroxide, laureth-5 carboxylic acid, dipropylene glycol, hexylene glycol, poloxamer 338, oleyl alcohol, parfum/fragrance, ammonium thiolactate, p-phenylenediamine, hydroxybenzomorpholine, tetrasodium glutamate diacetate, erythorbic acid, 2-amlno-3-hydroxypyrldlne, 2,4-dlamlnophenoxyethanol hcl, m-aminophenol, n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate, octadecyl di-t-butyl-4-hydroxyhydroclnnamate, citric acid. developer creme: 1190015 - aqua/water/eau, hydrogen peroxide, cetearyl alcohol, trideceth-2 carboxamide mea, ceteareth-25, glycerin, phosphoric acid, tetrasodium etidronate, tetrasodium pyrophosphate, sodium salicylate. shine protect conditioner: 1217043 a - aqua/water/eau, cetearyl alchol, 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. color gel: f.i.l #t70033386/1. developer creme: f.i.l. #d209747/8. shine protect conditioner: f.i.l. #d255219/1.
Shipping details
Estimated ship dimensions: 2.51 inches length x 3.49 inches width x 6.44 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.
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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 6942 reviews
effectiveness: 3.15 out of 5
quality: 3.12 out of 5
value: 3.04 out of 5
52% would recommend
394 recommendations
5 out of 5 stars
Thumbs up graphic, would recommend
6 December, 2025Verified purchase
Beautiful results
I was skeptical because I have medium/dark brown thick hair. I bought two boxes and followed the directions given, and have a beautiful result! People are surprised I used box dye!
3 out of 5 stars
4 December, 2025
originally posted on influenster.com
Nice floral smell, but coverage left a lot to be d
[This review was collected as part of a promotion.] The best thing about this product was that it didn’t have the harsh ammonia smell like other dyes. However, the grey coverage was not great and the color faded after a week. I wouldn’t buy this again.
1 reply from LeCare team - 2 days ago
Hi schmamy324_2305. Thank you for reaching out to L'Oreal and sharing your comments on the Preference Hair Color. 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. Since your color faded so quickly it is safe to re-color 48 hours after your last application if your hair feels healthy. We recommend trying our Excellence Creme #5 instead. We hope you continue using our products!
4 out of 5 stars
29 November, 2025
originally posted on influenster.com
Aaaaaamazing
[This review was collected as part of a promotion.] I picked the wrong shade, therefore did not personally use this product, but I did give assistance using it on a friend. The mixing phase was very simple, it created the perfect creamy texture. It was very easy to apply, there was no runny mix, it enveloped every strand perfectly. It was way easier to rinse out than a lot of hair dyes I've used, didn't take forever. When all was said and done the color looked amazing on my friend. Over time there was very little fading, the color lasted longer than I expected. After using this on my friend, I had to go get my own box of the shade that works best for me. I 100% recommend.
3 out of 5 stars
26 November, 2025
originally posted on influenster.com
Easy to use
[This review was collected as part of a promotion.] Easy to apply! Great at covering roots. The product had a low odor and the ending color had a good shine. The products color faded somewhat quickly however.
1 reply from LeCare team - 11 days ago
Hi captivated406_5735! Thank you for taking the opportunity to try Superior Pfererence, 2-Natural Black. Feedback is valuable to us when making decisions about our products. Your feedback is appreciated and will be shared with others in our company.
5 out of 5 stars
Thumbs up graphic, would recommend
26 November, 2025Verified purchase
Absoluely love.
Fantastic coverage! Looks so good! Lots of compliments. Covered platinum blonde with this and it is gorgeous.
1 out of 5 stars
22 November, 2025
originally posted on lorealparisusa.com
LOREAL SHAME!!!!
Shame that loreal changed formula and cheating loyal customers. Hair color which has been working for years but no longer works. Stop cheating and read all the customer feedback in the recent months.SHAME!!!
1 reply from LeCare team - 4 days ago
Hi Kathy! Thank you for reaching out about the Superior Preference Fade Defying Shine Permanent Hair Color. As consumers ourselves, we understand how frustrating it can be when you have high hopes for a product and result in being disappointed. We are very sorry to hear that it did not meet your expectations. While this is very upsetting to hear, we appreciate you bringing this to our attention in order to understand where we can improve. We invite you to give us a call for a personal recommendation based on your individual hair needs. Feel free to give us a call at 800-322-2036, M-F 9:00am – 7:00pm ET. We apologize for any inconvenience this may have caused.
3 out of 5 stars
22 November, 2025
originally posted on lorealparisusa.com
Color didn't last
I love the color but it within three days, the gray showed through. It's now been three weeks and I need to color my hair again. I usually use Excellence Creme my color was sold out so I decided to try Preference. I'm going to stick with Excellence Creme. It usually lasts six weeks.
1 reply from LeCare team - 5 days ago
Hi Marianne! Thank you for contacting L'OREAL PARIS. We are sorry you did not receive the color results you were expecting from the Superior Preference. While Preference can cover gray, our recommended hair color for coverage on resistant, hard-to-cover gray hair is our Excellence Creme. We suggest that you try Excellence to get a better longevity of your color result!
4 out of 5 stars
22 November, 2025Verified purchase
(no review title)
Was hesitant to try this colour but the pigment turned out great and it has such a rich depth, I love it! However, the smell was really intense and it was difficult to apply the formula because my eyes stung so bad.
3 out of 5 stars
21 November, 2025
originally posted on influenster.com
Average
[This review was collected as part of a promotion.] I received the L’Oreal Paris Preference Permanent hair color. The results were great when I first colored it but soon after the color faded fast from the sun and my hair had a lot of red and orange hues which I did not care for. The color did not hold for long. The process was easy and straight forward but hoping for better results.
1 reply from LeCare team - 5 days ago
Hi sophiek58_1254! Thank you for taking the opportunity to try Superior Preference, 4-Dark Brown. We are committed to bringing our consumers products that meets their needs and expectations. Your feedback is appreciated and will be shared with others in our company.
5 out of 5 stars
20 November, 2025
originally posted on lorealparisusa.com
Perfect for me
Love this color. Easy to apply. I get a lot of compliments on this color.
1 out of 5 stars
Thumbs down graphic, would not recommend
20 November, 2025Verified purchase
Dont get it chesnut brown
This color has nothing to do with brown it’s more reddish in a very ugly way and this hair color is very strong and harsh
1 reply from L'OrealParisProductExpert team - 16 days ago
Hello Bad! We are truly sorry to hear that the Superior Preference Permanent Hair Color did not meet your expectations for a brown shade and that you found the result to be reddish. Achieving the perfect hair color can sometimes be influenced by an individual's natural hair undertones, as well as any previous color applications, which can affect the final shade. We also understand your concern about the product feeling strong; our Preference formulas are designed for long-lasting color, and we always recommend following the instructions carefully to ensure the best possible experience and result.
1 out of 5 stars
Thumbs down graphic, would not recommend
18 November, 2025Verified purchase
horrible brand
it does not cover the grays 100% as promised.
1 reply from L'OrealParisProductExpert team - 16 days ago
Hello Kiki! We are sorry to hear that the Superior Preference Fade-Defying Color + Shine System did not provide 100% gray coverage for you. We understand how important it is to achieve full gray coverage, and we regret that your experience did not meet this expectation. Gray hair can sometimes be more resistant to color absorption due to its unique structure, and achieving complete coverage can vary depending on individual hair type and the percentage of gray hair. Our Superior Preference formula is designed to deliver fade-defying color and luminous shine, aiming to provide excellent coverage; however, results can occasionally differ. We appreciate you sharing your valuable feedback with us.
1 out of 5 stars
Thumbs down graphic, would not recommend
17 November, 2025Verified purchase
Brassy not Ash
This is not an ash brown, my hair is basically orange.
1 reply from L'OrealParisProductExpert team - 13 days ago
Hello Shan99! We are truly sorry to hear that the Superior Preference Fade-Defying Color + Shine System in 6A Light Ash Brown did not deliver the ash brown result you were expecting, and instead left your hair with an orange tone. We understand how disappointing it is when a hair color doesn't turn out as anticipated. Hair color results can sometimes be influenced by a variety of factors, including your hair's unique underlying pigments, its current condition, and any previous color treatments. Achieving a cool, ash tone often requires careful consideration of these elements to neutralize unwanted warmth. We appreciate you sharing your experience, as your feedback is valuable to us.
1 out of 5 stars
16 November, 2025Verified purchase
Zero stars
Almost zero gray coverage. Followed the directions exactly and even left it on a little longer. So frustrating and a waste of money and chemicals on my hair. I'll need to actually cover my grays within then next two weeks. Zero stars, do not recommend.
1 reply from L'OrealParisProductExpert team - 18 days ago
Hi KT. We are sorry to hear about the experience you had with L'Oreal Superior Preference. Please contact us directly at 800-631-7358 M-F 9am to 5:30pm EST and provide us with case #43682779 Please have the product available when calling we look forward to hearing from you.
5 out of 5 stars
15 November, 2025
originally posted on influenster.com
Great product
[This review was collected as part of a promotion.] Great product that left my hair feeling Suprisingly conditioned after a color. This left my hair feeling soft and didn’t seem to act like a box dye. I would absolutely use this again.
2 out of 5 stars
Thumbs down graphic, would not recommend
14 November, 2025Verified purchase
5CB Disaster
On the bright side this did lift my greys, but I also got hot roots and uneven coverage. Highly recommend looking at the Clairol Nice N Easy line. Fixed my hair from this.
1 reply from L'OrealParisProductExpert team - 20 days ago
Hi there K. We are sorry to hear about the results you achieved with L'Oreal Paris Superior Preference Permanent Hair Color in Medium Chestnut Brown. We will share your feedback with the others on our team.
5 out of 5 stars
13 November, 2025
originally posted on influenster.com
I want to try it again!
[This review was collected as part of a promotion.] Wow! I was not expecting these results! My hair is so shiny! My husband helped me apply it but I think I could have done on my own. There was absolutely no mess, it was so easy and the payoff is incredible! I love it! The texture is not runny and it didn’t feel runny. It was a thicker formula but easy to work with.
1 out of 5 stars
11 November, 2025Verified purchase
(no review title)
Did not receive the items. Bags left in the parking lot
5 out of 5 stars
7 November, 2025
originally posted on lorealparisusa.com
Please don’t get rid of it! Or change it!
Bring this shade back! Quit discontinuing shades!!
5 out of 5 stars
5 November, 2025
originally posted on influenster.com
Nice soft color
[This review was collected as part of a promotion.] I liked the non-chemical smell of this product. The application was easy and color was true to the photos. I intentionally applied this over some blonde highlights as I wanted the highlight parts to fade over time to bring dimension into the look. The color holds well for a box dye. The conditioner definitely made it feel soft and not overly dyed.