$12.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Natural 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 Natural 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: 11475709
UPC: 071249253243
Item Number (DPCI): 063-01-0847
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, ammonium hydroxide, oleyl alcohol, alcohol denat., polyglyceryl-2 oleyl ether, oleic acid, sodium diethylaminopropyl cocoaspartamide, pentasodium pentetate, ammonium acetate, fragrance, sodium metabisulfite, erythorbic acid, resorcinol, p-aminophenol, p-phenylenediamine, alpha-isomethyl ionone, eugenol, m-aminophenol, linalool, citronellol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl f.i.l. #d33266/2, 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: 6.4 inches length x 3.52 inches width x 2.42 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.
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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 6753 reviews
effectiveness: 3.19 out of 5
quality: 3.16 out of 5
value: 3.07 out of 5
52% would recommend
376 recommendations
Great hair dye
5 out of 5 stars
livelovekits_8971 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love this product. I can’t go a couple weeks without having to color my roots. This shade matches so well leaving my hair shiny and looking healthier than before. The box of color come with the color, developer, conditioner and instructions. Its smell can be strong to some people. I would definitely recommend this hair dye.
Shiny and healthy
5 out of 5 stars
racheleraranewcomb_7033 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] My daughter used this on my hair and it really brightened up my hair and it feels so good!!! The L’Oréal Superior Performance Fade Defying Shine Hair Color in Dark Blonde, and I couldn't be happier with the results! The application process was easy and mess-free, and the color turned out beautifully vibrant with a stunning shine. It covered my grays effectively and maintained its richness even after a few weeks. My hair feels healthier and looks radiant. I highly recommend this product to anyone looking to enhance their hair color without compromising on quality!
Don't Buy
1 out of 5 stars
Thumbs down graphic, would not recommend
grussell07 - 4 days ago
Didn’t do anything besides lighten roots and barely darkened the blonde pieces in my hair. Instructions regarding the color and developer were not very clear. I lost a lot of hair during the rinse and wash, and my scalp burned during the process. Strong chemical smell, too.
Fantastic Natural Color
5 out of 5 stars
KathyS - 6 days ago
originally posted on lorealparisusa.com
I am a redhead naturally.This keeps my color natural
New formula is awful!
1 out of 5 stars
Thumbs down graphic, would not recommend
df0803 - 6 days ago
The dark ash brown had entirely too much red undertone for some reason and gave me hot roots- I have been coloring my hair (at home, with this product) for YEARS and never had an issue until recently.
1 reply from L'OrealParisProductExpert team - 5 days ago
Hi there! Thank you for reaching out about our Superior Preference Hair Color. Oh no! We're so sorry to hear your trusted at-home color gave you unexpected red undertones and "hot roots" this time. We understand how frustrating that is, especially after years of loyalty. Hair can sometimes react differently to color over time due to various factors. Please reach out to our customer service team for personalized advice and solutions!
Good
5 out of 5 stars
erikav51_6411 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I loved it, it has super good coverage, good aroma, packaging and the wonderful result, I recommend it, I will continue using it, thank you, the price is absolutley
HORRIBLE new formula -- reddish tone added!
1 out of 5 stars
nanderrs - 7 days ago
originally posted on lorealparisusa.com
Why the color change??? First you ruin your mascara with formula change -- now your Preference hair color. What is going on at Loreal Paris?? Have used Preferance #8 blonde for many many years. Recently, right before the box change, this color much much more strawberry red -- my scalp becomes red stained for 2 days after coloring, doesn't color grey as well, doesn't last more than 2 weeks, hair not nearly as shiny, much more brittle. Why change a good formula. Now switching to Schwarzkkopf before I totally ruin my hair.
Longtime user, not anymore!
1 out of 5 stars
JRGL - 9 days ago
originally posted on lorealparisusa.com
Hate, hate, hate the new formula! I had bought out your old formula in all the local stores once I saw you were changing your formula, again. I was worried about what reaction I would have to it and what change in color the new formula might create for my hair. I was right to worry. After I ran out of the old formula I bought 2 of the new to have in hand when I needed to dye my hair again. The color I always buy, 9G light golden blonde, turned my hair orange and then, over time, faded out to a not lovely shade of yellow. I did use the second box to see if the first box was just a fluke or had an isolated issue with the formula. This time my hair turned marigold yellow not the wonderfully natural shade of blonde I have loved for over 30 years of using your product. The new formula also foams up so much while applying it (there were actual bubbles in the applicator) that it kept splashing off my gloves onto my face and near my eyes while using it. I had to keep stopping to wipe it off my face and my gloves throughout the dying process. All you did was solve dripping and create a new problem that seems much worse than the first! Needless to say I’m done using L’Oréal! I’m guessing I won’t be alone.
Excellent Hair Dye
5 out of 5 stars
veronicar280_7010 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I recently decided to try L’Oréal Paris Preference Permanent Black Hair Color, and I have to say, I’m thoroughly impressed with the results. As someone who has dyed their hair multiple times, I was a bit skeptical about how well this product would work, but it exceeded my expectations. First off, the application process was straightforward. The included instructions were clear, making it easy to mix and apply the color. I appreciated that the formula was creamy and didn’t drip, which made the application less messy than other dyes I’ve used in the past. I was able to cover every strand without any hassle. The scent was surprisingly pleasant—much better than some other hair dyes I’ve encountered. I didn’t feel overwhelmed by strong chemical odors, which made the experience more enjoyable. After leaving the dye on for the recommended time, I rinsed it out and followed up with the conditioner provided in the box. My hair felt soft and manageable right away. The color payoff is where this product really shines. The black is rich and vibrant, giving my hair a stunning, glossy finish. I’ve received so many compliments from friends and family, and I love how it looks in the sunlight. It’s the perfect shade of black—not too harsh and not too flat. What I also appreciate is the longevity of the color. It’s been several weeks, and I’m still seeing minimal fading, which is a huge plus for me. The color has remained true to its initial vibrancy, and my hair feels healthy, which is a testament to the quality of the formula. Overall, I would highly recommend L’Oréal Paris Preference Permanent Black Hair Color to anyone looking for a reliable and effective hair dye. It delivered on all fronts, from application to color payoff and longevity. I’m definitely planning to repurchase for my next touch-up!
Prefference Loreal
5 out of 5 stars
Ladybuggg - 11 days ago
originally posted on lorealparisusa.com
Cover gray and last, the color is vibrant and classy
Rich, Lasting Color with Great Shine ✨🖤
4 out of 5 stars
honeyyboo24_8077 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I used the L’Oréal Paris Superior Preference in Soft Black and I’m genuinely impressed! The color came out rich and vibrant, and the shine is gorgeous—it gave my hair a sleek, healthy look. The instructions were clear, and the process was easy to follow. I appreciate that the formula didn’t have an overpowering scent and it didn’t leave my hair feeling dry afterward. I’ve washed it a few times already, and the color is holding up beautifully with minimal fading. Definitely a great choice for anyone wanting a long-lasting, glossy black!
Black
3 out of 5 stars
kelseaa4_4229 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This is a great black color! It looks silky on hair! Okay scent. Easy application and easy to open packaging. Not too hard to apply on yourself since it is an all over color.
A nice golden brown with some shine
5 out of 5 stars
dorkus_6049 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The images are a before and after. My hair was getting really light (with greys poking through) but I didn’t want the color to be too dark since it’s summer time and my hair would naturally get lighter. This was the perfect medium golden brown color to darken my hair up a little and get rid of the greys, but not make it too dark. The dye was easy to use by following the instructions. I like when box dye isn’t more than 3-4 steps. It also didn’t take very long from start to finish, much shorter than if I were to go to a salon. I do feel like the color has some shine to it when you get into the light as well. I’m happy with the results and I would buy this brand and color again.
Hair coloring
3 out of 5 stars
adcastlop_3672 - 14 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Effective hair dye. Easy to apply. Clear detailed instructions. Smooth application. Smell a little strong but not overpowering. Great coverage.
Good coverage a tiny bit messy.
5 out of 5 stars
anasofiad_3251 - 14 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The scent was a little strong and it seemed to be a little bit more liquid than I’m used to. Not sure if this is the norm but overall the coverage was good and the after application conditioner left my hair pretty soft. Everything comes in the box which is obviously crazy convenient!
verry goood
4 out of 5 stars
psn_5353 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’ve been using the Superior Preference Fade Defying Shine Permanent Hair Color in 3 Soft Black, and I have to say, I’m really impressed with the results! The color is rich and vibrant, giving me a deep, glossy black that looks natural and full of shine. What I love most is that it’s true to its name—fade defying. The color has stayed vibrant for weeks without losing its depth, even with regular washes. Plus, the shine it gives is beautiful and noticeable, without being too artificial. My hair feels soft and nourished afterward, and I didn’t experience much dryness or damage. The only reason I’m giving it 4 stars instead of 5 is because of the application process. It’s not difficult, but it can get a little messy, so be sure to cover up! Also, the smell during the coloring process is a bit strong, though it fades quickly. Overall, it’s a great product that I would recommend for anyone looking for long-lasting color and shine with minimal damage. Definitely a staple in my hair care routine!
Good coverage
5 out of 5 stars
loliara_9843 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Easy application with the applicator bottle, brings gloves to protect the hands, has very good coverage, the hair is beautiful and silky, easy to brush after washing
A little red
4 out of 5 stars
lydiaj14_7447 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The application is easy, the price is good, and I LOVE the conditioner packets they provide. It covers grays which is very important to me and the initial color is nice but leans more red than I’d like. This happens with my hair though so it makes it tough finding the right color. The initial color is nice but as you can see in one picture is after a few well it pull really red.
Great product!
5 out of 5 stars
alicias51_6050 - 17 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Amazing product. I love the brand to begin with. I needed a touch up especially for my roots and it was amazing. One box was enough to cover my entire head. Shiny. Glossy. High quality. I’m very happy and highly recommend it!
Great color
5 out of 5 stars
cinthias1_103 - 18 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received the superior preference fade, defying shine hair color, dark brown unfortunately I wasn’t able to use it, but I was able to use it on my mother-in-law for my wedding and it looked super natural on her. The color was perfect. She didn’t have complaints about the smell or being too harsh on her scalp. it was easy application.