$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Mahogany 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 Mahogany 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: 11485680
UPC: 071249158265
Item Number (DPCI): 063-01-0089
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, p-phenylenediamine, ammonium acetate, fragrance, sodium metabisulfite, resorcinol, m-aminophenol, p-aminophenol, erythorbic acid, 4-amino-2-hydroxytoluene, 6-hydroxyindole, alpha-isomethyl ionone, 2,4-diaminophenoxyethanol hcl, eugenol, linalool, citronellol f.i.l. #d32586/2, 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: 2.4 inches length x 3.6 inches width x 6.4 inches height
Estimated ship weight: 0.6 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 6596 reviews
effectiveness: 3.19 out of 5
quality: 3.17 out of 5
value: 3.08 out of 5
52% would recommend
368 recommendations
Terrible
1 out of 5 stars
Hendrix522 - 6 days ago
originally posted on lorealparisusa.com
This is the second time I have used this in the past 6 months. I have used this hair color in Dark Blonde many times. I have a pink tint to my hair! I also noticed this when i used it 6 months ago. My natural hair color is very light blonde with very little gray. This has not happened before 6 mths to 1 year ago. I use this hair dye regular about every 6 months. I will NEVER use it again! I AM NOT PLEASED! I DO NOT want pink hair!
Fabulously worth it
5 out of 5 stars
Magick3 - 7 days ago
originally posted on lorealparisusa.com
Best hair color and best soft black shade been using it for many years since the 90s and never had any problems super shine and and soft hair lots of highlights, I truly hope they never change this shade formula because I would not purchase any other .
Horrible
1 out of 5 stars
Dar57 - 8 days ago
originally posted on lorealparisusa.com
What did you do to this color? Coated my hair with a gummy dirty feeling! Then it ruined my hair tons of breakage and frizzy , it’s a horrible mess!
Not quite what I wanted
4 out of 5 stars
Thumbs up graphic, would recommend
Leslie - 9 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.
Easy application and great results
5 out of 5 stars
julicasti85_6252 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love this hair dye because it made my hair shiny and soft. The bottle is easy to open since you just have to twist the cap. The shade is lovely, and I'm in love with the results.
L'Oreal Pairs Superior Preference Dark soft Mahoga
5 out of 5 stars
amanda1222_4960 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Ok, I am sorry I don't have a picture to add to my review because I let my daughter use it to dye her hair. I can tell I was a little scared at first because I thought it was going to be too dark for her. She is a natural light blonde 👱♀️, but that mahogany color looks good on her. The chemicals were not too strong, and the smell was pleasant. I haven't seen any damage to her hair. it hasn't even started to fade, and it's been weeks, probably about 2 months or more now.
Very great quality
5 out of 5 stars
starshat2_1895 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Made my hair so soft.! The color was very even and looked like I had gotten it done professionally. It was just the right mixture of brown and red hues.
Easy to use
4 out of 5 stars
lessmedina_7902 - 17 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Overall, I like the result, the color, and the grays cover. Is easy to use and save you money. I would repursache. The scent is strong, but once you wash, your hair is gone.
Love it
5 out of 5 stars
Thumbs up graphic, would recommend
TargetLover - 18 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.
I wanted light blond, I got light purple
1 out of 5 stars
Purple - 21 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 - 21 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.
Pref 7 looks strawberry blond instead dark blond
3 out of 5 stars
rdc17 - 22 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.
Love it.
5 out of 5 stars
- 22 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Thank you influenster and L’Oreal for this complimentary product in exchange for my honest review. I was really impressed with the L'Oréal Superior Preference hair color in 7LA lightest auburn.The instructions were easy to follow, and the color came out rich and vibrant. What I the loved most was the shine and how soft it made the hair felt afterward. I used this product on my grandma since I recently dye my hair They included Care Supreme conditioner which left her hair very smooth and manageable. It's been a few weeks, and the color still looks fresh. Definitely a go-to my grandma loves it.
Change in box, change in color
2 out of 5 stars
cath123 - 23 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.
I like it
5 out of 5 stars
- 23 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Did not have a strong unpleasant smell but rather a basic hair dye scent. The packaging was a basic box dye packaging.the color turned out like it said it would on the box. applying the dye was easy and simple.
Strong chemical smell
5 out of 5 stars
bridgettelm_1265 - 26 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I am currently waiting for it to finish developing. I know my hair won’t be the color on the box cause I have brown auburn hair but I did love HOW MUCH PRODUCT came in a box. I have so much hair and one bottle almost covered it all. Usually I need almost 3 bottles. It was really chemical smelling I almost passed out but glad it only takes 25 to finish. Hoping for the best.
Love the color
5 out of 5 stars
daniellet95_747 - 28 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Just received this hair dye to try for free !! I like the color very much! My hair doesn’t feel dry or brittle after washing and drying It’s giving flowing and I love it
Too orange for me but I like the brand
3 out of 5 stars
bakedtatos_1715 - 30 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Product smells great and was easy to use but it was far more orange than I wanted to go. My hair feels silky smooth and healthy after using this product and I plan to buy another color more to my liking as the brand is darn good
Works great for the price. Will get again.
5 out of 5 stars
trinity_rose_1053 - 1 month ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair dye was easy to use. The color worked as expected based on my starting color. The packaging is nice and had plenty of information. Left my hair feeling soft. Has a pleasant scent aswell.
Maybe user error?
3 out of 5 stars
Thumbs up graphic, would recommend
Madison - 1 month ago, Verified purchaser
I bought this as a natural light brown/dark blonde haired person. I followed the instructions to a tee. I now have orangey brown hair. The fumes during the application process about ended my bloodline but I would try again just to see if it was user error or the product itself
1 reply from L'OrealParisProductExpert team - 27 days ago
Hi there, Madison! We appreciate you taking the time to reach out about our Superior Preference Hair Color. Consumer feedback is very important to us and allows us to improve all our products. We will be sure to pass all your feedback along to the appropriate teams. We hope you will continue using more of our products soon with full satisfaction with the results!