Sponsored
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 Dark Blonde 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 Dark Blonde 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: 11475707
UPC: 071249253144
Item Number (DPCI): 063-01-0837
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: 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, sodium metabisulfite, p-phenylenediamine, erythorbic acid, 2-methylresorcinol, resorcinol, alpha-isomethyl ionone, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, eugenol, linalool, citronellol, m-aminophenol, 2,4-diaminophenoxyethanol hcl f.i.l. #d33264/2, 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: 2.52 inches length x 3.56 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
Guests also viewed
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 6913 reviews
effectiveness: 3.17 out of 5
quality: 3.13 out of 5
value: 3.06 out of 5
52% would recommend
388 recommendations
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.
1 out of 5 stars
4 November, 2025
originally posted on lorealparisusa.com
Did not color my hair- at all
I purchased this based on some online research- did an all over color and when it was all done? It didnt do anything! I wonder if the product was somehow defective- this didnt even color the grey hair at my roots and temples. Still VERY grey. I even left the product on a few minutes longer- but nothing.
1 reply from LeCare team - 6 days ago
Hi Stillgrey! Thank you for sharing your experience after using Superior Preference, UL-63 Hi-Lift Gold Brown. You did not achieve gray coverage because it is not promoted for coloring or covering gray! 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. UL63-Hi-Lift Gold Brown, is exclusively for hair that is medium brown to black, which it lightens to the gold brown color, pictured on the front of the box. We do not promote gray coverage on this box! We recommend using Excellence Creme, 6G-Light Golden Brown to cover gray!
1 out of 5 stars
Thumbs down graphic, would not recommend
3 November, 2025Verified purchase
(no review title)
2 of the 3 boxes were missing the conditioner.
1 reply from L'OrealParisProductExpert team - 9 days ago
Hi Julissa. Thank you for reaching out to L'Oreal. We are sorry to hear the conditioners were missing from the Preference Hair Colors. We would like to speak with you directly about it. Please give us a call at 800-631-7328, M- F, 9am - 5:30pm, ET 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.
2 out of 5 stars
Thumbs down graphic, would not recommend
26 October, 2025Verified purchase
Doesn't cover greys
Just spent almost an hour dying my hair just to have all the greys still there. I even let it sit for extra time. Damaged my hair for nothing. Very disappointed.
1 reply from L'OrealParisProductExpert team - 16 days ago
Hi stephiemg22. We sorry to hear that L'Oreal Superior Preference #5 did not provide you with gray coverage. For full coverage we recommend trying our L'Oreal Excellence Creme Hair Color. Here is more information on this product: https://tinyurl.com/22hmq2zx. If you need further assistance please contact us directly at 800-631-7358 M-F 9am to 5:30pm EST.
2 out of 5 stars
23 October, 2025
originally posted on lorealparisusa.com
Wrong color
I have used this hair color before but this time I just put on 8UA, ultra ash medium blonde and it came out brown.
1 reply from LeCare team - 9 days ago
Hi Kathy! We are sorry to hear that 8UA-Ultra Ash Medium Blonde came out dark. We would like to speak with you directly about it. Please give us a call at 1-800-631-7358, M-F, 9-5, ET. It would be helpful if you could have the product box and tint tube available and provide us with case #43360440 when you call.
3 out of 5 stars
23 October, 2025Verified purchase
(no review title)
Color came out reddish brown,
4 out of 5 stars
23 October, 2025
originally posted on influenster.com
Good well known brand
[This review was collected as part of a promotion.] Good well known brand, usually good product. I haven't gotten to doing my review for months because I had just dyed my hair jet black before I knew I was going to receive this product. I had tried to use it over dark hair and it didn't even touch it. Must be over natural lighter hair. Now that my dark hair has faded, I'm thinking of adding some blonde to my faded out jet black hair.
5 out of 5 stars
22 October, 2025
originally posted on influenster.com
Rich Color
[This review was collected as part of a promotion.] Literally obsessed with this hair dye - the color is so good. I got “soft black” and it’s a really rich color - not too dramatic but still bold and shiny.
1 out of 5 stars
22 October, 2025
(no review title)
Did literally nothing my hair is the same color
1 reply from L'OrealParisProductExpert team - 22 days ago
Hi Madion. Thank you for reaching out to L'Oreal regarding the Superior Preference Hair Color. We are sorry your results were not what you were expecting. We’d like to help! Please call us at 800-631-7358, M-F, 9am-5:30pm, ET and provide us with your case #43321562. Please have the product with you when you call. Looking forward to hearing from you!
5 out of 5 stars
21 October, 2025
originally posted on lorealparisusa.com
Nice!
Easy, great color, long lasting, good grey coverage.
1 out of 5 stars
19 October, 2025
originally posted on lorealparisusa.com
Disappointing
I have been using Preference 6 1/2 G for more than twenty years. Loved the product. This time, my hair has a deep orange tone. I hate it. Don't know what changes you made to the product but it doesn't work for me. Worse now is I will have to muddle through and find a color that works. This takes time and money. Very disappointed.
1 reply from LeCare team - 23 days ago
Hi NS112. Thank you for reaching out to L'Oreal regarding the Preference Haircolor. We are sorry your results were not what you were expecting. We’d like to help! Please call us at 800-631-7358, M-F, 9am-5:30pm, ET and provide us with your case #43279615. Please have the product with you when you call. Looking forward to hearing from you!
5 out of 5 stars
18 October, 2025
originally posted on influenster.com
Great product!
[This review was collected as part of a promotion.] This blonde hair color was amazing. We ended up using it on my grandmother to dye her hair not only is the color exactly what was expected, but the application process was seamless. The packaging was easy to follow and the smell really wasn’t very bad. I think overall, this is a great product and it didn’t feel like you were harming your hair as much as you would a at home product would definitely recommend. The shade of blonde is also so perfect for what we wanted. I think the multitude of shades is something that. L’Oreal does very well.
5 out of 5 stars
18 October, 2025
originally posted on influenster.com
Gorgeous result
[This review was collected as part of a promotion.] This worked perfectly in lightening my hair. My hair is silky smooth and so healthy. This was super easy to use and I’m surprised by the effectiveness of a box dye!
5 out of 5 stars
13 October, 2025
originally posted on lorealparisusa.com
The best natural red I've tried
This is the most natural-looking red I've ever tried! It's literally the perfect ginger color. I have people stop me in public to comment on it all the time. (My go-to response now is "OMG thank you! It’s fake! 💁♀️" and then I direct them to the L'oreal website lol) My natural hair color is what the youth™️ are calling "old money blonde" but what I've always called "dirty dishwater blonde". Unfortunately, I am also paler than a ghost. (A kid in middle school looked at me and said, "wow! I didn't know that white came in neon!"...ok ouch.) Getting to the point, the combo of my natural hair and complexion meant that I must have looked like a dying victorian orphan because I had 2-3 people PER WEEK ask me if I was OK, was I sick, had I been crying etc. Well not anymore! This shade is so flattering and natural-looking with my pasty, pasty skin that everyone just goes, "ah, a ginger. She's supposed to look like that." I've been using this for about 3 years and it's so real-looking that some of my coworkers have no idea I'm not actually a redhead 🤭
1 out of 5 stars
Thumbs down graphic, would not recommend
8 October, 2025Verified purchase
No
Horrible , expecting To lift my blonde. 1 or 2 shades but instead made it gray /brown
1 reply from L'OrealParisProductExpert team - 1 month ago
Hi O. We apologize you were not satisfied with the results you achieved with L'Oreal Paris Superior Preference #9. 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. If your color results appear as an unnatural discoloration such as gray, green, pink, peach, blue or purple, your hair may have been too light for the shade you selected. Red and gold undertones are found in natural hair but disappear when hair is lightened to a pale blonde, either naturally or by using haircolor or highlights. Your hair may not have had enough red and gold undertones to support the deposit of the shade of haircolor that was used. This can result in discoloration. Helpful hint: To quickly get rid of the discoloration, we recommend shampooing with a shampoo not formulated for color-treated hair. If you have any additional questions or would like to speak with one of our haircolor experts directly, please reach back out!
4 out of 5 stars
7 October, 2025
originally posted on influenster.com
Good products
[This review was collected as part of a promotion.] Works good, it was easy to read the instructions. Very simple to use and I like the results. Would use again but in a different shade next time. I recommend this product.
2 out of 5 stars
30 September, 2025
originally posted on influenster.com
If it’s your only option for color
[This review was collected as part of a promotion.] Now, with this item…so I’m a cosmetologist; I’m not a fan of box hair dyes. I applied it to a mannequin doll, it covered as it should. Scent was strong and the shine was just not there for me. I would not recommend or use honestly.
1 reply from LeCare team - 1 month ago
Hi yolandas31_6789. Thank you for reaching out to L'Oreal and sharing your comments on the Preference Haircolor. 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. We hope you continue using our products!
5 out of 5 stars
30 September, 2025
originally posted on influenster.com
I like it
[This review was collected as part of a promotion.] I really liked it because it doesn’t have a strong smell, it’s very easy to apply and it has very good coverage. Leaves the hair very shiny. The packaging is practical