EasterBlack-owned or founded brands at TargetGroceryClothing, Shoes & AccessoriesBabyHomeFurnitureKitchen & DiningOutdoor Living & GardenToysElectronicsVideo GamesMovies, Music & BooksSports & OutdoorsBeautyPersonal CareHealthPetsHousehold EssentialsArts, Crafts & SewingSchool & Office SuppliesParty SuppliesLuggageGift IdeasGift CardsClearanceTarget New ArrivalsTarget Finds#TargetStyleTop DealsTarget Circle DealsWeekly AdShop Order PickupShop Same Day DeliveryRegistryRedCardTarget CircleFind Stores

L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz

L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 2 of 4L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 3 of 4L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 4 of 4
L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 1 of 4
$12.99 when purchased online
Target Online store #3991

About this item

Highlights

  • Our true gold standard of hair color and shine since 1973
  • Fade-defying color for up to 8 Weeks and shine system
  • Available in over 50 luminous shades
  • Includes our color protective Care Supreme Conditioner formulated with Camelina Oil, anti-oxidant Vitamin E and UV filter

Description

L'Oreal Superior Preference Hair Color – our gold standard in luxurious permanent hair color since 1973. Superior Preference at-home hair coloring kit is special because it delivers super shiny luminous hair color. Preference gives you long lasting hair color that’s fade-defying for weeks and weeks. From root to tip whether you have blonde hair, brown hair, black hair or red hair color, your color won’t look dull or brassy. We pair our translucent gel hair dye formula with our exclusive Care Supreme Conditioner with Shine Serum that help keep color vibrancy and provides silky and shiny hair. Preference is available in over 50 Luminous Shades. Our Luminous Blonde shades range across a wide spectrum from light blonde to dirty blonde, honey blonde to red blonde and strawberry blonde to champagne blonde. Our rich Brown shades range across the spectrum of ash brown to sun-kissed caramel brown. Our deep Red shades range from dark red to auburn and copper to mahogany to burgundy. Each shade is crafted to show infinite tones and reflects, so you can find your own Superior Preference signature.

Packaging may vary, what you receive may not be what is reflected on site.


Instructions vary by shade. For complete instructions, please refer to package insert located inside hair color box.

Important: Haircolor and bleaches contain ingredients which may cause allergic and/or other types of reactions. A skin allergy test is required 48 hours before each use of a haircolor product. Bleaches contain persulfates. Bleaches and high-lift haircolor shades cannot be used on relaxed hair; for other haircolor shades, wait at least 14 days after bleaching, relaxing or perming before coloring. This is a safety summary. Read all product labeling and instructions completely prior to use.
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: 11475708
UPC: 071249253199
Item Number (DPCI): 063-01-0842
Origin: Imported

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, erythorbic acid, resorcinol, p-phenylenediamine, alpha-isomethyl ionone, eugenol, linalool, citronellol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, 2-methylresorcinol, m-aminophenol f.i.l. #d33265/2, 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: 2.32 inches length x 3.53 inches width x 6.35 inches height
Estimated ship weight: 0.58 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.

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 6816 reviews
    effectiveness: 3.17 out of 5
    quality: 3.14 out of 5
    value: 3.05 out of 5
    52% would recommend
    384 recommendations

    Not for covering gray

    1 out of 5 stars
    ConnieB - 3 days ago
    originally posted on lorealparisusa.com
    Image
    Stay away from the new formula. It does not cover gray. My old color, 5G, is not the same. It made my hair red tone. Read on internet to use 61/2G. It does not cover gray. Stay away and save your money.
    1 reply from LeCare team - 3 days ago
    Hi ConnieB, We are sorry to hear about your results after using Preference Hair Color 5G Medium Golden Brown. We would like to speak to you directly about it. Please call L'Oréal @ 1- 800-631-7358 Monday-Friday: 9:00 AM – 5:30 PM ET. Provide us with case # 42571465 We look forward to your call!
    Did you find this review helpful?

    Good

    4 out of 5 stars
    yailin_4129 - 3 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] Easy application process and easy to apply , the packaging is great , my hair looks great i love the color , hair looks shiny and healthy . The coverage is great
    Did you find this review helpful?

    Completely incorrect color!

    1 out of 5 stars
    Nlp918 - 3 days ago
    originally posted on lorealparisusa.com
    Image
    If I could give it zero stars I would. Or even negative. Why? Because the color was COMPLETELY different from the one I have been using the past 10 years. 5G Medium golden brown. What color is my hair? AUBURN. Red brassy tones saturated so much that EVERY person I know has noticed "you changed your hair color". Completely unacceptable. I even checked the bottle to see if it was boxed correctly, and it wasn't - labeled 5G.
    1 reply from LeCare team - 3 days ago
    Hi Nlp918! Thank you for sharing your experience after using the new formula for Superior Preference, 5G-Medium Golden Brown. Feedback from our customers is important to us when making decisions about our products. We appreciate your feedback and will be sharing it with others in our company.
    1 guest found this review helpful. Did you?

    Looks like the box color

    5 out of 5 stars
    Chase - 6 days ago
    originally posted on lorealparisusa.com
    Image
    [This review was collected as part of a promotion.] Easy to use, I even accidentally left it on a little too long.And the color still was beautiful
    Did you find this review helpful?

    Easy to use!

    5 out of 5 stars
    reginat55_553 - 9 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] So easy to use and packaged perfectly. Doesn’t have a strong scent like most hair dyes do and it covers the hair easily and the shine is amazing. Highly recommended!
    Did you find this review helpful?

    Was ok color

    3 out of 5 stars
    ashleyb683_7689 - 9 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] it wasn’t the best at covering grays compared to other formulas and some users needed more than one box to cover their hair. But was easy to apply.
    1 reply from LeCare team - 9 days ago
    Hi ashleyb683_7689! Thank you for sharing how you feel about Superior Preference, 3-Soft Black. We are committed to bringing our consumers high-quality, innovative products that meet their needs and expectations. We sincerely appreciate your feedback.
    Did you find this review helpful?

    Easy to use and great look

    5 out of 5 stars
    _girlchina__328 - 10 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] Easy application process. The scent isn’t too bad and easy to apply. The cute packaging catches your eye. My hair looks amazing easy gray coverage as well. My hair looks healthy and shiny. ✨
    Did you find this review helpful?

    Use all the time

    5 out of 5 stars
    natasiaunusual_463 - 12 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] Application is super easy (just wear gloves), the color is always great. I’ve been using this for awhile now and the coverage is great if you apply it correctly.
    Did you find this review helpful?

    2025 new formula 2.5 stars. Previously 5 stars.

    2 out of 5 stars
    juliemariebrown - 13 days ago
    originally posted on lorealparisusa.com
    Image
    I’ve used L’Oréal Preference for 20 plus years and always been very happy. However the formula must have changed in 2025. It is so thin now that it drips everywhere and takes longer to color my grey hair. Not to mention that the price has gone up. I will be looking for a different drug store hair color.
    1 reply from LeCare team - 11 days ago
    Hi juliemariebrown! We understand being concerned when a product you have used appears different than expected. Preference was reformulated. The new formula provides improved richer color, longer lasting high definition color, and better long term coverage of grays. Feedback from our customers is important to us when making decisions about our products and services. We appreciate your feedback and will be sharing it with others in our company.
    Did you find this review helpful?

    Lighter medium blonde

    5 out of 5 stars
    Thumbs up graphic, would recommend
    Bougiemommy - 13 days ago, Verified purchaser
    Great medium blonde option. More on the lighter side of medium.
    effectiveness: 5 out of 5
    quality: 4 out of 5
    value: 4 out of 5
    Did you find this review helpful?

    Strong chemical smell

    1 out of 5 stars
    Thumbs down graphic, would not recommend
    Not recommend - 13 days ago, Verified purchaser
    Terrible strong chemical smell, burning my eyes, can’t wait more than 10 minutes, I have to washed it off, won’t buy again
    1 reply from L'OrealParisProductExpert team - 12 days ago
    Hi Not recommend. We are sorry to hear about the experience you had with L'Oreal Paris Superior Preference Permanent Hair Color. We would like to speak with you directly about it. Please give us a call @ 800-631-7358 M-F 9am to 5:30pm EST for assistance and provide the reference #42420982. Looking forward to speaking with you.
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    Did you find this review helpful?

    Great grey blend/coverage

    5 out of 5 stars
    brittdance22_4807 - 14 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] Left my hair feeling soft and fully covered this is a great product especially as I am starting to see more grey it helps to blend much better than staying brunette.
    Did you find this review helpful?

    Worked well

    5 out of 5 stars
    meganl77_6353 - 14 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] I totally forgot to take photos after using this but I really liked the product application was easy , it still had a strong scent unfortunately but the color came out nice
    Did you find this review helpful?

    Too harsh

    1 out of 5 stars
    Thumbs down graphic, would not recommend
    Bahar - 14 days ago, Verified purchaser
    It’s too harsh on skin, the gas made my eyes teary and my scalp was burning! Ash brown gave my natural dark hair color a bad orange color!
    1 reply from L'OrealParisProductExpert team - 12 days ago
    Hi there ,Bahar! 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!
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    1 guest found this review helpful. Did you?

    Absolutelyawsome

    5 out of 5 stars
    carase3a1_2017 - 16 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] Scent not bad packaging awsome really shines very very very good full coverage easy application super awsome really love this product really do definitely
    Did you find this review helpful?

    Amazing

    5 out of 5 stars
    maddiem148_5140 - 16 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] Super easy to use and it comes out looking amazing absolutely love the brand and the product 10 out of 10 recommend will for sure use again and again
    Did you find this review helpful?

    Gorgeous color and great coverage

    5 out of 5 stars
    - 17 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] Beautiful color application that doesn't smell like your grandma's box hair dye. It is the best formula so far from this company! I absolutely love the way it made my hair shine.
    Did you find this review helpful?

    Turned my hair purple

    3 out of 5 stars
    valeriencates_6647 - 17 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] I didnt share a picture because when I tried to dye my hair it turned it purple. I have almost fully gray hair and the box said that it has full gray coverage but I was not expecting the result. I will try again.
    1 reply from LeCare team - 16 days ago
    Hi valeriencates_6647, We are sorry to hear about your experience. Please call L'Oréal @ 800-631-7643 M-F 9:00am 5:30pm ET and provide case # 42378654. We look forward to your call!
    Did you find this review helpful?

    🎀

    5 out of 5 stars
    kristalc27_6588 - 17 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] I absolutely love the color my hair came out after using this product!! I love that it wasn’t a strong scent and that the application process was so easy! After the conditioner my hair looked shiny!
    Did you find this review helpful?

    I wot purchase again.

    1 out of 5 stars
    Elisa - 18 days ago, Verified purchaser
    It didn’t do anything to my hair or gray hair. The smell was so strong that my eyes were burning.
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    2 guests found this review helpful. Did you?

    Get top deals, latest trends, and more.

    Privacy policy

    Footer

    About Us

    About TargetCareersNews & BlogTarget BrandsBullseye ShopSustainability & GovernancePress CenterAdvertise with UsInvestorsAffiliates & PartnersSuppliersTargetPlus

    Help

    Target HelpReturnsTrack OrdersRecallsContact UsFeedbackAccessibilitySecurity & FraudTeam Member ServicesLegal & Privacy

    Stores

    Find a StoreClinicPharmacyTarget OpticalMore In-Store Services

    Services

    Target Circle™Target Circle™ CardTarget Circle 360™Target AppRegistrySame Day DeliveryOrder PickupDrive UpFree 2-Day ShippingShipping & DeliveryMore Services
    PinterestFacebookInstagramXYoutubeTiktokTermsCA Supply ChainPrivacy PolicyCA Privacy RightsYour Privacy ChoicesInterest Based AdsHealth Privacy Policy