$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:
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, resorcinol, 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. #d33262/3, 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: 6.5354 inches length x 4.0945 inches width x 2.3622 inches height
Estimated ship weight: 0.5732 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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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 6552 reviews
effectiveness: 3.18 out of 5
quality: 3.17 out of 5
value: 3.07 out of 5
52% would recommend
367 recommendations
Great formula
4 out of 5 stars
debrownsugar_5985 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Covered up my grays my hair looks healthy and shiny. Was easy to use and mix. Packaging is standard but great. The scent isn't overpowering and doesn't linger once washed out.
For my mom
5 out of 5 stars
oscaperopka_1366 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love that it promises up to 9 weeks of intense shine and incredible gray coverage. The best part is that it leaves hair super soft and with a vibrant, natural color. I'm excited because I gave it to my mom so she can get a new look, and I can't wait to see her look different.
Love it
5 out of 5 stars
Thumbs up graphic, would recommend
TargetLover - 9 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.
Great at home hair dye
4 out of 5 stars
millern2009_9449 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oréal Superior Preference provided great coverage and was easy to apply. The scent overall wasn’t too strong and the entire treatment covered my grey hair well and left me with soft shiny hair. I liked the packaging shows the different hues it will come out depending on what color your hair is as well. I’d recommend this product for a quick cover up.
This really seemed to damage my hair
2 out of 5 stars
carrie52743_9076 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I've tried several different box hair dyes, and most of the time., I have good experiences. I was excited to try this Superior Preference dark brown hair dye, since i had never used any product from this brand. Recently, I have found that many brands have improved their products by reducing the offensive odor that goes with it. Which is great. Unfortunately, this one was super strong in the ammonia odor, which has always made me feel sick. The scent was over powering. As far as preparing the product, and applying it, everything went as expected and normal. Rinsing it out was really a lot faster than usual. Finally, after rinsing my hair, I knew right away that my hair was stripped and in poor shape. It felt rough and after applying an unusually large amount of conditioner that came with the product, because it took that much to feel as though my hair was sufficiently conditioned, I noticed so much hair falling out as I rinsed. My hair is already fine, so this was terrible. The conditioner seemed to work very well, but the damage was done. Afterwards, I applied my leave in hair products as usual, along with my leave in conditioner, hoping my hair would somehow be okay again once dry. It wasn't. In fact, it looks so unhealthy and thin, and rough that I have to keep putting it in a pony tail or a bun. Trying to wear it down, it looks super unhealthy and ugly. I'm super sad about this...I don't recommend this product to anyone else.
I wanted light blond, I got light purple
1 out of 5 stars
Purple - 12 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 - 12 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.
Like it
5 out of 5 stars
krupap9_9667 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair dye delivers rich, natural-looking dark brown color with impressive gray coverage. The color lasts for weeks without major fading, and the included conditioner leaves hair soft and shiny. Pros: • Long-lasting, vibrant color • Excellent gray coverage • Leaves hair shiny and soft • Easy to apply Cons: • Strong chemical scent • Can stain skin if not applied carefully
Pref 7 looks strawberry blond instead dark blond
3 out of 5 stars
rdc17 - 12 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.
The color is amazing!
5 out of 5 stars
hamalyac_292 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I colored my hair from ginger to dark brown! The application process was super easy and did not take to long to see the results. The color was beautiful!
Change in box, change in color
2 out of 5 stars
cath123 - 13 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.
Amazing color.
5 out of 5 stars
christinab147_179 - 18 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This product is amazing and my hair never felt better. You can’t even tell that I had grey hair a few weeks ago. It’s been three weeks and it still looks amazing. I don’t even need a touch up yet. Just want to make sure you are in a well ventilated room, the smell is a little over bearing.
Not bad
3 out of 5 stars
laurenk395b_3272 - 19 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Not a fan of the “dark brown” I thought it would blend well but it was a little darker than I would have liked. Coverage was really nice and my white hairs did take to the hair color well.
Great hair color!
4 out of 5 stars
- 20 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair color kit has everything you need for at home salon experience. The application was easy and smell wasn’t to extreme. The shine and coverage is excellent!
Nice color
5 out of 5 stars
dianneu3_4218 - 20 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have not used box color in a long time, and I had to try this. The packaging makes everything easy to mix, and the scent is not too strong as other box hair dyes. It covered pretty well and after washing and blowing out my hair, my hair looked silky with lots of shine.
Wow!
5 out of 5 stars
annabreviews_4044 - 20 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Great hair dye!!! I’m dying my eyebrows with it and I’m so excited!! Rich, luminous, fade-defying color with high impact shine ✨✨ I love that the package shares a shade guide for your current hair color! It also includes UV filter + Vit. E :)
New scent , shiny result
5 out of 5 stars
cynthiac297_4940 - 20 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] No more grays! 👵🏼 Superior Preference covered my grays with an easy to use application. The scent is new and pleasant. The final color was shiny and true to that displayed on the package.
Greys be gone
4 out of 5 stars
ashleighrocks_3744 - 20 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This gave me great gray coverage and lasted for a decent amount of time. It was easy to apply. The scent was a little strong and it took a lot of rinsing to get all the dye out.
Great for covering my greys
5 out of 5 stars
patriciah188_6461 - 21 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Great for covering my greys that have come in. It’s easy to use at home and the overall application process is very simple. I am very happy with the results. Would recommend.
Quality hair color product!
5 out of 5 stars
sarahb1582_1638 - 21 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I always love using L’Oréal hair color! I love how it come with black gloves, it feels more professional and high end. I love how the application bottle has a twist off instead of one you have to cut off. The coverage was great and it covered my greys! I would purchase this on my own!