Black-owned or founded brands at TargetChristmasGroceryClothingBabyHomeFurnitureKitchen & DiningOutdoor Living & GardenToysElectronicsVideo GamesMoviesSports & OutdoorsBeautyPersonal CareHealthPetsHousehold EssentialsArtsSchool & Office SuppliesParty SuppliesGift IdeasLuggageGift CardsClearanceTop DealsTarget Circle OffersWeekly AdTarget New Arrivals#TargetStyleWomen's New ArrivalsBeauty New ArrivalsKids' New ArrivalsBaby New ArrivalsMen's New ArrivalsHome New ArrivalsTarget FindsShop Order PickupSame Day DeliveryRegistryRedCardTarget CircleFind Stores
$10.99When purchased online
About this item
Highlights
- Superior Preference Medium 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 Medium 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
Specifications
Hair Type: All Hair Types
Health Facts: Aluminum-Free, Dye-Free, Paraben-Free, Sulfate-Free
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
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.
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, 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: 6.33 inches length x 3.66 inches width x 3.5 inches height
Estimated ship weight: 0.51 pounds
This item cannot be shipped to the following locations: Northern Mariana Islands, American Samoa (see also separate entry under AS), Virgin Islands, U.S., Guam (see also separate entry under GU), United States Minor Outlying Islands
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.
Trending Hair Care
3.5 out of 5 stars with 1555 reviews
60% would recommend
243 recommendations
effectiveness: 3.4 out of 5
value: 3.32 out of 5
quality: 3.37 out of 5
L'Oreal Paris Superior Preference Medium Ash Blonde
5 out of 5 stars
Kimmieanne - 3 days ago
This reviewer received a free sample of this item
I was excited to try L'Oreal Paris Superior Preference Medium Ash Blonde and it didn't disappoint. Easy to use and provides great coverage
Pretty color!
5 out of 5 stars
Katie - 4 days ago
This reviewer received a free sample of this item
I don't think this color would have achieved what was exsplain if I hadn't already lifted my hair up to a level 9-10. Evenly colored and happy with the results.
Great product
5 out of 5 stars
Jess - 4 days ago
This reviewer received a free sample of this item
I received this product for free from BzzAgent to try out and give my honest opinion on. First this product has no chemical like smell, I was actually surprised by that. The actual product was not runny and was easy to apply. I love the new color!
Easy application
4 out of 5 stars
Gigi2three - 5 days ago
This reviewer received a free sample of this item
Let's start this review by stating - the smell is horrible! As I was applying it I immediately noticed the smell and then my eyes started burning. As someone who has always colored her own hair and tried many different products, I do know over the years they have managed to change the smell and the eye burning, L'Oreal apparently has not. I have a good amount of grey to cover and the color worked wonderful EXCEPT on my greys. My roots turned a orangish-red, even after leaving it on for the recommended time. Overall I just wasn't highly impressed with this product.
Bdubbs beautifully brunette again!!!
5 out of 5 stars
Bdubbs - 6 days ago
This reviewer received a free sample of this item
I love L'Oreal Paris hair coloring products. I am 50 years old and I have those little grays trying to sneak in that I try to fight. This hair color really works well in coloring those stubborn gray hairs, blending well with a nice golden brown. My hair was transformed and colored evenly with no missing areas. This didn't have an overwhelming chemical scent, it really smelled light. I really like the way my hair felt, it wasn't dried out like previous products used. The conditioner is a nice bonus to help my hair feel nourished. There is enough to use later plenty of times. I'm very happy with the results!!! The process was easy and everything needed is included in the box, two black gloves are very handy and these didn't break.
Didn't cover gray but looks like highlights
4 out of 5 stars
Nanadebcab - 6 days ago
This reviewer received a free sample of this item
I used L'Oreal Paris Superior Preference Medium Ash Blonde 7.5A and love that it wasn't much of an orange color once dry, but it didn't do a great job covering the gray. It's ok, because it looks like highlights but if you want an all over color it might not be for you. I'm happy with the results, but I'll probably go for age defying hair color in the future. I'm not sure how long the color will last or how it is with fading but I'm happy after just coloring it.
Great color!
5 out of 5 stars
Chris - 6 days ago
This reviewer received a free sample of this item
I was very happy with L'Oreal Paris Superior Preference Medium Golden brown 5G. hair color. The color matched my original hair color & looked natural and healthy. I would recommend this brand and shade and would use it again.
Excellent Color Hair Shine
5 out of 5 stars
MaddyDS - 7 days ago
This reviewer received a free sample of this item
I love how this L'Oreal Paris Superior Preference Medium Ash Blonde 7.5A gave me a natural color hair shine and lighter shade The benefits of owning this hair color brand is knowing is affordable with quality. I would definitely purchase this again hair tint again, and recommend it to all my friends and family.
Great color
5 out of 5 stars
sdlashbrook - 7 days ago
This reviewer received a free sample of this item
This is a great color. It's easy to use and I love this specific color. It covered my hair very well. I would definitely use it again.
Recommended
3 out of 5 stars
Lorel - 8 days ago
This reviewer received a free sample of this item
Love it
Gave my hair some different tones
4 out of 5 stars
Jessie - 8 days ago
This reviewer received a free sample of this item
Worked fairly well. It made my hair have different tones. My hair is strawberry blonde, so it gave it some lighter highlights of blonde.
Love it
5 out of 5 stars
Cristina - 10 days ago
This reviewer received a free sample of this item
My hair has never looked or felt better! The ashy color is beautiful and eliminates yellowing. A must try.
L'Oreal Paris Superior Hair Color
4 out of 5 stars
Kknelson - 12 days ago
This reviewer received a free sample of this item
I have quite a few Gray hairs and L'Oreal hair color completely covered my gray! I loved the way my hair looked afterward and the conditioner was awesome!
Great Gray Hair Coverage
4 out of 5 stars
Great Coverage - 12 days ago
This reviewer received a free sample of this item
What I like best about this product was its superb gray hair coverage! It did a fantastic job especially on the small area of stubborn gray hairs on the side of my head. Other products barely cover the gray in this area and if it does it comes right back within a week. I loved that the bottle has a twist top instead of having to cut it with scissors and that the conditioner was in a tube instead of a bottle. The one thing I did not like was the very, very strong odor. The smell and fumes almost knocked me off my feet and caused me to have to open the bathroom door. On the other hand, the conditioner had a fantastic smell that I loved.
Easy to use, color is so-so
3 out of 5 stars
Rich easy color - 13 days ago
This reviewer received a free sample of this item
Color is only so-so....My hair felt kind of rough and scratchy, I know that sounds really strange, as I don't know how to articulate it correctly.
Dependable Color
4 out of 5 stars
Moont1gr - 13 days ago
This reviewer received a free sample of this item
The hair dye kit included everything I needed and was very simple to use. It was easy to apply with little drip. There color was even and multifaceted making appear more natural. The scent wasn't overpowering and it was a quick process. I look forward to trying other colors
beautiful color
5 out of 5 stars
Stephbwill - 13 days ago
This reviewer received a free sample of this item
I was really excited to try this out. It is a beautiful color that maintains and doesn't fade out quickly
Good and pretty color!
5 out of 5 stars
Court - 13 days ago
This reviewer received a free sample of this item
This is pretty average box hair dye! It does make my hair feel soft afterwards, the true test of how long it will last in my hair.
Hair color
5 out of 5 stars
Ck - 13 days ago
This reviewer received a free sample of this item
I thought this did well,the color is as pictured on box.left my hair shiny and full.
Great hair color
5 out of 5 stars
Yaneth08 - 13 days ago
This reviewer received a free sample of this item
This product is amazing love the hair color