$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Light Brown 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 Light Brown 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.
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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.
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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: 11475706
UPC: 071249253106
Item Number (DPCI): 063-01-0833
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, oleyl alcohol, alcohol denat., ammonium hydroxide, polyglyceryl-2 oleyl ether, oleic acid, sodium diethylaminopropyl cocoaspartamide, pentasodium pentetate, ammonium acetate, fragrance, sodium metabisulfite, resorcinol, p-phenylenediamine, erythorbic acid, p-aminophenol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, alpha-isomethyl ionone, 2,4-diaminophenoxyethanol hcl, eugenol, m-aminophenol, linalool, citronellol f.i.l. #d33263/2, 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: 6.49 inches length x 3.54 inches width x 2.32 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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Summary of reviews
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 6542 reviews
effectiveness: 3.18 out of 5
quality: 3.17 out of 5
value: 3.07 out of 5
52% would recommend
367 recommendations
Lovely
4 out of 5 stars
nicoler369_4918 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The packaging was a basic box dye, nothing fancy. It smells like typical hair dye smell. I don’t see a shine. The application process really simple really easy. I love the color of my hair perfect for summer.
It covered my grays
5 out of 5 stars
mommacisko_7922 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’ve tried a number of at-home hair color kits, and L’Oréal’s Superior Preference in Medium Golden Brown stands out as one of the best for both color payoff and longevity. The shade is a rich, warm brown with subtle golden tones that catch the light beautifully—perfect if you’re looking to add depth and warmth without going too dark or brassy. Application is straightforward thanks to the clear instructions and included conditioner. The formula has a slightly strong scent, but it’s not overwhelming, and it doesn’t irritate the scalp. One box provided even, consistent coverage on my medium-length hair, and it effectively covered my grays. Where this product really shines is in its fade-defying promise. After 6+ weeks, the color still looks vibrant, with only minimal fading—mostly at the tips. The included conditioner helps maintain shine and softness between washes.
Superior Preference Light Brown hair dye 💕🌸
5 out of 5 stars
sweetunboxings_3246 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] *Received this product for free from Influenster in exchange for my honest review.* The application process is very easy. I’ve used this product before and it’s straight forward. After using, my hair feels more brought to life, shiny and conditioned. 👍💕
Golden Brown
3 out of 5 stars
unapologetic_now_2133 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The packaging made everything easy to use. There were no strong smells. The color came out beautifully. The final result was soft and shiny hair.
Beautiful Hair
5 out of 5 stars
phuong90_2753 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Love the color long lasting and looks like salon quality but at a much better price comes with easy instructions covers the grey well and makes your hair soft and shiny looks natural it doesn't look fake like a lot of hair colors do this is a definite winner for me the only product I will ever use. Love L’Oréal preference hair dye! With the easy instructions on how to use it to the finished result I would highly recommend this product! Not to mention that conditioner they provide is my favorite. I wish they sold that separately
Love it
5 out of 5 stars
Thumbs up graphic, would recommend
TargetLover - 8 days ago, Verified purchaser
Pleased with the color and longevity. I've been struggling with other box dye washing out but this one has performed much better and not gotten brassy after 5 weeks.
Loved it!
4 out of 5 stars
lruizz23_998 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Made my hair super shiny! Wanted to go a bit darker and this got the job done! Not too dark just a chocolate golden color! Application was super easy and fast. However it did have a strong scent so make sure you’re in a well ventilated area.
Bright color
5 out of 5 stars
- 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This product left a really good looking color on your hair. Is easy to prepare, and easy to apply. It has a strong smell, so if you don’t like that kind of chemicals odor, be aware.
I wanted light blond, I got light purple
1 out of 5 stars
Purple - 10 days ago
originally posted on lorealparisusa.com
I tried Loreal Preference Light Ash Blond 9.12. Permanent hair color. I followed the instructions to the letter. What I got was a light purple over my white grey hair. It did not cover the grey and it is far from looking like the color on the cover of the box. It is not blond, it is light purple! Now I have to go back to the store and repair the damage with another product.
They changed the product and ruined it.
1 out of 5 stars
Cynthia G - 11 days ago
originally posted on lorealparisusa.com
I have used this since I was 15 years old and I got gray hair and started dying it. I am now 64 and you change the color. This is not the color. I have dyed my hair for decades. I’m very disappointed in you as a company for changing the die colors. The 9N was what I used, now that color is a dull brownish looking color. It is horrible like a dark blonde. I have never used a dark blonde three days after dying it the gray was showing again, so no, you did not improve your hair color. Now I have to find a new color and probably a new brand.
Pref 7 looks strawberry blond instead dark blond
3 out of 5 stars
rdc17 - 11 days ago
originally posted on lorealparisusa.com
I have used Preference L’Oréal 7 for years and the last 2 times I used it my hair has a strawberry blond tint to it instead of Dark Brown that it used to have. I liked the dark brown as it was because I do highlights after coloring and it doesn’t seem the same the last 2 times. Seems to be burning my scalp more when also the last 2 times as well. Says different box, same product. Did you change your formulation and coloring? Might have to go to a different product.
Not long lasting
4 out of 5 stars
pammmru_287 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] It enhanced my hair color and gave that glowy look! The color stayed for quite some time, it was wearing off after a month and half. To be fair, it’s good but wouldn’t recommend if you want it to last long.
Change in box, change in color
2 out of 5 stars
cath123 - 12 days ago
originally posted on lorealparisusa.com
Since the box has changed the color has changed. I know that the box says it is the same however I have had more people tell me my hair looks red since the change and I agree with them. I don't know how to compensate for this.
Great product
5 out of 5 stars
michelley30_1746 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This is a beautiful medium golden blonde. Super easy to mix and not too harsh smelling. The color looks fantastic and doesn't seem to wash or fade easily. I definitely will continue to use this product on my hair. My hair also doesn't feel super dry which is excellent.
Natural Colored Hair
5 out of 5 stars
kitnicolas_8961 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I was really impressed with the L’Oréal Superior Preference hair color in 5G Medium Golden Brown. The instructions were easy to follow, and the color came out rich and vibrant with a gorgeous golden tone—perfect for warming up my natural brunette. What I loved most was the shine and how soft my hair felt afterward. The floral scent during application was a pleasant surprise, and the included Care Supreme conditioner left my hair smooth and manageable. It’s been a few weeks, and the color still looks fresh. Definitely a go-to for at-home coloring!
Obsessed
5 out of 5 stars
gintaret_1818 - 16 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Absolutely loving this shade! L’Oréal Superior Preference in 5G (Medium Golden Brown) delivered salon-level shine and rich, dimensional color, without the salon price tag. The application was super easy, the scent wasn’t overpowering, and it covered my grays like a total pro. My hair feels soft, healthy, and totally refreshed. 10/10 this one’s a permanent staple in my routine!
Highly recommend!
5 out of 5 stars
beenishk3_1504 - 18 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I really enjoyed using this product. The application was easy and the instructions were clear. The conditioner included is a decent amount that I can use for a good amount of time. I particularly liked the conditioner as it really made the color shine. The color also showed up pretty well considering I have dark hair. It shows up even when I am not in great lighting.
Good
5 out of 5 stars
lela71_3808 - 18 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair colour has a vibrant, shiny color that enhances hair's appearance. The included conditioner is noted for leaving hair feeling soft and manageable.
Superior preference golden brown hair color
5 out of 5 stars
- 19 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Superior preference medium golden brown hair color is absolutely amazing It has a great sense leaves an amazing shine on your hair when you're done and a super easy application with great coverage I definitely recommend this product
Amazon except for the fumes
3 out of 5 stars
curiousbluerose_279 - 20 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] OMG Negative 5 stars for the fumes. It's INTENSE. I literally could not breathe and my eyes watered! It must be the ALCOHOL DENATURED that is #2 on the ingredients. Claims rich, luminous, fade defying suitable for all hair types no drip conditioning gel (better adherence and precise application) water still ran a bit brown post shampoo and conditioner. beware towels! the system does have wonderful conditioning. My hair felt the most silky and smooth post dying with this one! previous brand dying and conditioner use left my hair brittle and dry like straw. unfortunately the conditioner smell is STRONG (hours after my hair dried). color coverage is great. But it barely lightened my black Asian hair. It brought out the red undertone. Don't hate it but this is the first time I have really warm toned hair. This home hair dye is not for the weak or sensitive!!