$11.99 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.
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
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: 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.
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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 6703 reviews
effectiveness: 3.2 out of 5
quality: 3.17 out of 5
value: 3.09 out of 5
52% would recommend
371 recommendations
Reliable Gray coverage with a glossy finish
4 out of 5 stars
miami_steph_4235 - 5 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] I use L’Oreal superior preference for dark brown on my mother to cover her grays, and it worked really well. The color came out rich and natural, with full coverage and a healthy shine. Application was easy, though the gloves were a bit flimsy and the scent was strong, so ventilation is a must. The formula spread evenly, didn’t drip, and the conditioner left her hair, soft and smooth. The packaging is simple, but has everything you need. If you’re looking for a solid at home color with lasting results and strong gray coverage this one delivers. Just be ready for the chemical scent and grab a better glove if you can.
Great coverage. No bad smells!
5 out of 5 stars
reginap61_751 - 5 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] It covered my roots and my previous vivid color! Packaging was the usual pretty straight forward stuff. The conditioner smelled amazing and left my hair feeling just the same and super shiny!
Great color
4 out of 5 stars
heathercb0a2_7580 - 6 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] This hair dye is ok, I didn't use it personally, because I had just gotten highlights in my hair, however I did my daughters hair. The color itself is beautiful, however, it doesn't do a real good job on dark roots, I have used alot of box hair dyes, and although they're a good color lift, they dont do a great job on dark roots. I will say box hair dyes have come a long way, the smell is not at all over bearing, and the blonde color is very pretty, and bright. I just wish they had a stronger formula for roots.
Perfectly golden
5 out of 5 stars
callmemrsgallego_9970 - 7 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] Where are y’all has some of the best drugstore products have ever tried, and I don’t have to stress out about my results. I recently received the Loreal Paris superior preference faith, defying. Shine, permanent hair, color, 6.5 G light golden Brown and the shade. Looks like it would bring out the golden tones in my face. I having an easy date yet because I recently went to the hair salon, but this is definitely next on My list.
Great product I highly recommend this product
5 out of 5 stars
tracyw224_8952 - 9 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] The color was absolutely perfect and it covered my grays so well it left my hair so shiny. The application process was very easy and it didn’t take long at all.
As expected.
5 out of 5 stars
amandaj271_6093 - 9 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] This hair dye worked as expected. The kit was easy to use and pretty standard. I would have preferred it come with shampoo as well as conditioner like I have seen a few do, but that's not a huge deal. The conditioner tube was a good size. I used it to re-dye my roots from my natural dark blonde to a lighter color. The result was more golden than I was expecting, but still nice. The chemicals made my eyes burn a bit. I posted two pictures of the top of my head. The dark one is before and the lighter one is after.
The “New and Improved” formula is bad!
1 out of 5 stars
Shopper123 - 10 days ago
originally posted on lorealparisusa.com

I have been using Superior Preference color series for 10 years till last spring when they changed the formula. I loved the old formula. The “New and Improved” formula damages my hair and makes it very dry. Please bring back the old formula!
Great Hair Color
5 out of 5 stars
chkvazquez_4044 - 11 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] The packaging is very simple and minimal. The instructions are easy to follow. The application process was also easy to follow. The color was the perfect black color added great shine to my hair. I loved the fact that a conditioning product was also included for after you shampoo your hair. The only con is the smell of the product is very strong you need to make sure you are in a very ventilated area when using this product.
Love it
5 out of 5 stars
yuliramm_3918 - 11 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] I loved this made my hair darker super easy to apply and I always wear black dye so this was perfect for me made my hair look darker and shiny …… my favorite hair dye
Superior preference
4 out of 5 stars
shellyp34_1168 - 11 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] I received this product free in exchange for my honest review. This is a really good brand of hair dye. It is easy to apply with following the directions, it doesn't have a terrible harsh smell, and the overall turnout of the color looks great! It was easy to rinse out and didn't cause any type of damage to my hair. A few weeks in, and the color still looks good and hasn't faded with washing
Great color
5 out of 5 stars
vmelo617_7556 - 12 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] Great deep color with shine to it! It was easy to use, follow directions and a gorgeous color. I would recommend it to anyone looking for a easy at home option for hair care
Reliable Hair Color that Offers Great Results
5 out of 5 stars
kennedy009_8768 - 14 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] I’ve been using L’Oreal Paris Superior Preference in 10NB Ultra Natural Blonde for a few months now and I’m always happy with the results. The color looks very natural and soft, and it lasts without fading in between colorings. My hair always feels soft and looks shiny afterward. The instructions are clear and easy to follow. It’s also a huge money saver compared to going to the salon. I can get great color at home for a fraction of the price! Overall, this is a reliable high quality hair color brand that I continue to use.
great
5 out of 5 stars
kate - 14 days ago
originally posted on lorealparisusa.com

[This review was collected as part of a promotion.] i love it iv been using this product for years and always will
Good product
5 out of 5 stars
cjones77_2172 - 14 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] I received 2 boxes of the dark brown it last for quite awhile. If your just using to cover your gray don't wash more than 5 times or use too many products color will fade faster.
Amazing
5 out of 5 stars
terrylheureux_7102 - 16 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] Really good coverage, smells pretty nice actually not reeking of chemicals. Easy application I expect nothing less from L'Oreal as they are always my go-to product to purchase when I dye my hair. But the hair turned out great and didn't stain for too long like other brands I've tried.
Very nice black color
5 out of 5 stars
dominiquegc98c_439 - 16 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] The packaging is very nice, the smell does smell good. The application process was very easy. Definitely left my hair feeling shiny .tge coverage was very good too!
L’Oreal hair dye
5 out of 5 stars
angelacd772_1468 - 18 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] L’Oreal is a life saver for does who can’t afford an expensive hair salon change making things easy and affordable. Love the availability of different colors. It was much needed for a hair color change and L’Oreal did its magic easy to read instructions and easy to apply left my hair soft and smooth with a shine to it
Dull
1 out of 5 stars
Tammy1970 - 18 days ago
originally posted on lorealparisusa.com

I've tried many red's from you and every single one was dull. I now use splash ombre red/orange & it's vibrant. If you can create a bright red/orange that's shiny and vibrant then I'll reconsider.
Love their products!
5 out of 5 stars
Kiminks - 18 days ago
originally posted on lorealparisusa.com

I love Preference by L’Oréal. I have used this hair product for over twenty years. Consistent results and never damaged.
Great shade.
5 out of 5 stars
cupcakejane_5635 - 18 days ago
originally posted on influenster.com

[This review was collected as part of a promotion.] L'Oréal Superior Preference Permanent Haircolor in Medium Brown (Shade 5) is a highly reliable and impressive product. It delivers on its promises of rich, fade-defying color, excellent gray coverage, and a beautiful, high-impact shine. If you're looking for a dependable at-home hair color that yields professional-looking results and lasts, this is an excellent choice. 2 boxes were given but only 1 was used in these before and after photos.