Sponsored
L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz
$12.99 ($2.00/fluid ounce)
In Stock
Eligible for registries and wish lists
Sponsored
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
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. 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
Product Warning: Not recommended for those with sensitive skin
Product Form: Liquid
Beauty Purpose: Hair Coloring
Processing Time: 25 Minutes
TCIN: 89437185
UPC: 071249682838
Item Number (DPCI): 063-01-0088
Origin: Imported
If the item details aren’t accurate or complete, we want to know about it.
Ingredients:
color gel: aqua / water, peg-4 rapeseedamide, alcohol denat., deceth-3, propylene glycol, ammonium hydroxide, laureth-5 carboxylic acid, dipropylene glycol, hexylene glycol, poloxamer 338, p-phenylenediamine, oleyl alcohol, hydroxybenzomorpholine, fragrance, ammonium thiolactate, m-aminophenol, erythorbic acid, 2,4-diamino-phenoxyethanol hcl, n,n-bis(2-hydroxyethyl)-p-phenylene-diamine sulfate, tetrasodium glutamate diacetate, hydroxyethyl-3,4-methylenedioxyaniline hcl, 2-amino-3-hydroxypyridine, octadecyl di-t-butyl-4-hydroxyhydrocinnamate, citric acid f.i.l. #t70033147/1, developer creme: aqua / water, hydrogen peroxide, cetearyl alcohol, trideceth-2 carboxamide mea, ceteareth-25, glycerin, phosphoric acid, tetrasodium etidronate, tetrasodium pyrophosphate, sodium salicylate f.i.l. #d209747/8, shine protect conditioner: aqua / water, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera / candelilla wax, amodimethicone, cetyl esters, isopropyl alcohol, fragrance, phenoxyethanol, sodium pca, trideceth-6, tocopheryl acetate, ethylhexyl salicylate, linalool, hexyl cinnamal, benzyl alcohol, chlorhexidine digluconate, cetrimonium chloride, limonene, amyl cinnamal, geraniol, benzyl benzoate, camelina sativa seed oil, citronellol f.i.l. #d255219/1' '
Allergens & Warnings:
● IF PRODUCT GETS INTO EYES, RINSE IMMEDIATELY., HAIRCOLOR CAN CAUSE AN ALLERGIC REACTION, ● THOROUGHLY RINSE HAIR AFTER APPLICATION., - YOU HAVE ALREADY HAD A REACTION TO A HAIRCOLOR PRODUCT., ● WEAR GLOVES PROVIDED IN KIT., USAGE ADVISORY - SAFETY WARNING, ● AVOID CONTACT OF THIS PRODUCT WITH EYES AND SKIN., ● DO NOT USE IF:, CAUTION: THIS PRODUCT CONTAINS INGREDIENTS WHICH MAY CAUSE SKIN IRRITATION ON CERTAIN INDIVIDUALS AND A PRELIMINARY TEST ACCORDING TO ACCOMPANYING DIRECTIONS SHOULD FIRST BE MADE. THIS PRODUCT MUST NOT BE USED FOR DYEING THE EYELASHES OR EYEBROWS; TO DO SO MAY CAUSE BLINDNESS., ● WAIT AT LEAST 14 DAYS AFTER BLEACHING OR PERMING OR RELAXING BEFORE COLORING., ● IF YOU HAVE A TATTOO, THE RISKS OF AN ALLERGIC REACTION MAY BE INCREASED., ● DO NOT USE OVER COMPOUND HENNA OR PROGRESSIVE COLOR., IMPORTANT: HAIRCOLOR CAN CAUSE AN ALLERGIC REACTION WHICH IN CERTAIN RARE CASES CAN BE SEVERE. THEREFORE, YOU MUST FOLLOW THESE PRECAUTIONS:, - YOU HAVE A SENSITIVE, ITCHY OR DAMAGED SCALP., ● PERFORM A SKIN ALLERGY TEST 48 HOURS BEFORE EACH USE OF THIS PRODUCT (SEE THE INSERT). REMEMBER TO BUY YOUR PRODUCT 2 DAYS AHEAD OF TIME., ● KEEP OUT OF THE REACH OF CHILDREN. DO NOT APPLY ON CHILDREN.Shipping details
Estimated ship dimensions: 6.38 inches length x 3.55 inches width x 2.32 inches height
Estimated ship weight: 0.573 pounds
We regret that this item cannot be shipped to PO Boxes.
This item cannot be shipped to the following locations: American Samoa (see also separate entry under AS), Guam (see also separate entry under GU), Northern Mariana Islands, Puerto Rico (see also separate entry under PR), United States Minor Outlying Islands, Virgin Islands, U.S., APO/FPO, Alaska, Hawaii
Return details
This item must be returned to any Target store.
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.
Frequently Bought Together
$4.99 - $9.99
$5 Target GiftCard with $30 select beauty items purchase
4.2 out of 5 stars with 589 ratings
$4.99 - $9.99
$5 Target GiftCard with $30 select beauty items purchase
4.1 out of 5 stars with 554 ratings
Guests also viewed
Highly rated
$11.99
$5 Target GiftCard with $30 select beauty items purchase
4.1 out of 5 stars with 3989 ratings
$12.99
$5 Target GiftCard with $30 select beauty items purchase
3.6 out of 5 stars with 5419 ratings
$13.99
$5 Target GiftCard with $30 select beauty items purchase
4.4 out of 5 stars with 1222 ratings
$8.99
$5 Target GiftCard with $30 select beauty items purchase
3.8 out of 5 stars with 10796 ratings
Highly rated
$12.99
$5 Target GiftCard with $30 select beauty items purchase
4.2 out of 5 stars with 6934 ratings
Highly rated
$9.99
$5 Target GiftCard with $30 select beauty items purchase
4.4 out of 5 stars with 11463 ratings
Discover more options
Highly rated
$11.99
$5 Target GiftCard with $30 select beauty items purchase
4.1 out of 5 stars with 3989 ratings
$12.99
$5 Target GiftCard with $30 select beauty items purchase
3.6 out of 5 stars with 5419 ratings
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 6934 reviews
effectiveness: 3.14 out of 5
quality: 3.11 out of 5
value: 3.03 out of 5
51% would recommend
393 recommendations
3 out of 5 stars
26 November, 2025
originally posted on influenster.com
Easy to use
[This review was collected as part of a promotion.] Easy to apply! Great at covering roots. The product had a low odor and the ending color had a good shine. The products color faded somewhat quickly however.
1 reply from LeCare team - 4 days ago
Hi captivated406_5735! Thank you for taking the opportunity to try Superior Pfererence, 2-Natural Black. Feedback is valuable to us when making decisions about our products. Your feedback is appreciated and will be shared with others in our company.
5 out of 5 stars
Thumbs up graphic, would recommend
26 November, 2025Verified purchase
Absoluely love.
Fantastic coverage! Looks so good! Lots of compliments. Covered platinum blonde with this and it is gorgeous.
1 out of 5 stars
22 November, 2025
originally posted on lorealparisusa.com
LOREAL SHAME!!!!
Shame that loreal changed formula and cheating loyal customers. Hair color which has been working for years but no longer works. Stop cheating and read all the customer feedback in the recent months.SHAME!!!
3 out of 5 stars
22 November, 2025
originally posted on lorealparisusa.com
Color didn't last
I love the color but it within three days, the gray showed through. It's now been three weeks and I need to color my hair again. I usually use Excellence Creme my color was sold out so I decided to try Preference. I'm going to stick with Excellence Creme. It usually lasts six weeks.
4 out of 5 stars
22 November, 2025Verified purchase
(no review title)
Was hesitant to try this colour but the pigment turned out great and it has such a rich depth, I love it! However, the smell was really intense and it was difficult to apply the formula because my eyes stung so bad.
3 out of 5 stars
21 November, 2025
originally posted on influenster.com
Average
[This review was collected as part of a promotion.] I received the L’Oreal Paris Preference Permanent hair color. The results were great when I first colored it but soon after the color faded fast from the sun and my hair had a lot of red and orange hues which I did not care for. The color did not hold for long. The process was easy and straight forward but hoping for better results.
5 out of 5 stars
20 November, 2025
originally posted on lorealparisusa.com
Perfect for me
Love this color. Easy to apply. I get a lot of compliments on this color.
1 out of 5 stars
Thumbs down graphic, would not recommend
20 November, 2025Verified purchase
Dont get it chesnut brown
This color has nothing to do with brown it’s more reddish in a very ugly way and this hair color is very strong and harsh
1 reply from L'OrealParisProductExpert team - 8 days ago
Hello Bad! We are truly sorry to hear that the Superior Preference Permanent Hair Color did not meet your expectations for a brown shade and that you found the result to be reddish. Achieving the perfect hair color can sometimes be influenced by an individual's natural hair undertones, as well as any previous color applications, which can affect the final shade. We also understand your concern about the product feeling strong; our Preference formulas are designed for long-lasting color, and we always recommend following the instructions carefully to ensure the best possible experience and result.
1 out of 5 stars
Thumbs down graphic, would not recommend
18 November, 2025Verified purchase
horrible brand
it does not cover the grays 100% as promised.
1 reply from L'OrealParisProductExpert team - 8 days ago
Hello Kiki! We are sorry to hear that the Superior Preference Fade-Defying Color + Shine System did not provide 100% gray coverage for you. We understand how important it is to achieve full gray coverage, and we regret that your experience did not meet this expectation. Gray hair can sometimes be more resistant to color absorption due to its unique structure, and achieving complete coverage can vary depending on individual hair type and the percentage of gray hair. Our Superior Preference formula is designed to deliver fade-defying color and luminous shine, aiming to provide excellent coverage; however, results can occasionally differ. We appreciate you sharing your valuable feedback with us.
1 out of 5 stars
Thumbs down graphic, would not recommend
17 November, 2025Verified purchase
Brassy not Ash
This is not an ash brown, my hair is basically orange.
1 reply from L'OrealParisProductExpert team - 6 days ago
Hello Shan99! We are truly sorry to hear that the Superior Preference Fade-Defying Color + Shine System in 6A Light Ash Brown did not deliver the ash brown result you were expecting, and instead left your hair with an orange tone. We understand how disappointing it is when a hair color doesn't turn out as anticipated. Hair color results can sometimes be influenced by a variety of factors, including your hair's unique underlying pigments, its current condition, and any previous color treatments. Achieving a cool, ash tone often requires careful consideration of these elements to neutralize unwanted warmth. We appreciate you sharing your experience, as your feedback is valuable to us.
1 out of 5 stars
16 November, 2025Verified purchase
Zero stars
Almost zero gray coverage. Followed the directions exactly and even left it on a little longer. So frustrating and a waste of money and chemicals on my hair. I'll need to actually cover my grays within then next two weeks. Zero stars, do not recommend.
1 reply from L'OrealParisProductExpert team - 11 days ago
Hi KT. We are sorry to hear about the experience you had with L'Oreal Superior Preference. Please contact us directly at 800-631-7358 M-F 9am to 5:30pm EST and provide us with case #43682779 Please have the product available when calling we look forward to hearing from you.
5 out of 5 stars
15 November, 2025
originally posted on influenster.com
Great product
[This review was collected as part of a promotion.] Great product that left my hair feeling Suprisingly conditioned after a color. This left my hair feeling soft and didn’t seem to act like a box dye. I would absolutely use this again.
2 out of 5 stars
Thumbs down graphic, would not recommend
14 November, 2025Verified purchase
5CB Disaster
On the bright side this did lift my greys, but I also got hot roots and uneven coverage. Highly recommend looking at the Clairol Nice N Easy line. Fixed my hair from this.
1 reply from L'OrealParisProductExpert team - 13 days ago
Hi there K. We are sorry to hear about the results you achieved with L'Oreal Paris Superior Preference Permanent Hair Color in Medium Chestnut Brown. We will share your feedback with the others on our team.
5 out of 5 stars
13 November, 2025
originally posted on influenster.com
I want to try it again!
[This review was collected as part of a promotion.] Wow! I was not expecting these results! My hair is so shiny! My husband helped me apply it but I think I could have done on my own. There was absolutely no mess, it was so easy and the payoff is incredible! I love it! The texture is not runny and it didn’t feel runny. It was a thicker formula but easy to work with.
1 out of 5 stars
11 November, 2025Verified purchase
(no review title)
Did not receive the items. Bags left in the parking lot
5 out of 5 stars
7 November, 2025
originally posted on lorealparisusa.com
Please don’t get rid of it! Or change it!
Bring this shade back! Quit discontinuing shades!!
5 out of 5 stars
5 November, 2025
originally posted on influenster.com
Nice soft color
[This review was collected as part of a promotion.] I liked the non-chemical smell of this product. The application was easy and color was true to the photos. I intentionally applied this over some blonde highlights as I wanted the highlight parts to fade over time to bring dimension into the look. The color holds well for a box dye. The conditioner definitely made it feel soft and not overly dyed.
1 out of 5 stars
4 November, 2025
originally posted on lorealparisusa.com
Did not color my hair- at all
I purchased this based on some online research- did an all over color and when it was all done? It didnt do anything! I wonder if the product was somehow defective- this didnt even color the grey hair at my roots and temples. Still VERY grey. I even left the product on a few minutes longer- but nothing.
1 reply from LeCare team - 22 days ago
Hi Stillgrey! Thank you for sharing your experience after using Superior Preference, UL-63 Hi-Lift Gold Brown. You did not achieve gray coverage because it is not promoted for coloring or covering gray! 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. UL63-Hi-Lift Gold Brown, is exclusively for hair that is medium brown to black, which it lightens to the gold brown color, pictured on the front of the box. We do not promote gray coverage on this box! We recommend using Excellence Creme, 6G-Light Golden Brown to cover gray!
1 out of 5 stars
Thumbs down graphic, would not recommend
3 November, 2025Verified purchase
(no review title)
2 of the 3 boxes were missing the conditioner.
1 reply from L'OrealParisProductExpert team - 26 days ago
Hi Julissa. Thank you for reaching out to L'Oreal. We are sorry to hear the conditioners were missing from the Preference Hair Colors. We would like to speak with you directly about it. Please give us a call at 800-631-7328, M- F, 9am - 5:30pm, ET and let us know you contacted us through a review. It would be helpful if you could have the product available when you call, as well as providing the agent with your username. Looking forward to speaking with you.
2 out of 5 stars
Thumbs down graphic, would not recommend
26 October, 2025Verified purchase
Doesn't cover greys
Just spent almost an hour dying my hair just to have all the greys still there. I even let it sit for extra time. Damaged my hair for nothing. Very disappointed.
1 reply from L'OrealParisProductExpert team - 1 month ago
Hi stephiemg22. We sorry to hear that L'Oreal Superior Preference #5 did not provide you with gray coverage. For full coverage we recommend trying our L'Oreal Excellence Creme Hair Color. Here is more information on this product: https://tinyurl.com/22hmq2zx. If you need further assistance please contact us directly at 800-631-7358 M-F 9am to 5:30pm EST.