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L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz

L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - image 1 of 4
L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - image 2 of 4
L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - image 3 of 4
L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - image 4 of 4
L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - image 1 of 4
$11.99 when purchased online

About this item

Highlights

  • Superior Preference Light Auburn 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 Auburn 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.
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: 11475713
UPC: 071249253120
Item Number (DPCI): 063-01-0835
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: 1055895: 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, p-aminophenol, 2-methyl-5-hydroxyethylaminophenol, 4-amino-2-hydroxytoluene, erythorbic acid, p-phenylenediamine, 2- amino-3-hydroxypyridine, m-aminophenol, resorcinol, alpha-isomethyl ionone, eugenol, linalool, citronellol f.i.l. # d33282/2, color optimizing creme: 178914 u: 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: 1087166 k: aqua/water, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera/candelilla wax, amodimethicone, cetyl esters, isopropyl alcohol, fragrance, sodium pca, trideceth-6, linalool, hexyl cinnamal, benzyl alcohol, chlorhexidine dihydrochloride, centrimonium chloride, butylphenyl methylpropional, limonene, alcohol denat, geraniol, amyl cinnamal, ppg-5-ceteth-20, benzyl benzoate, camelina sativa seed oil, oleth-10, citronellol, disodium cocoamphodipropionate, lecithin, phosphoric acid, tocopherol, ethylhexyl salicylate f.i.l. # d192716/1

Shipping details

Estimated ship dimensions: 6.3 inches length x 3.51 inches width x 2.52 inches height
Estimated ship weight: 0.57 pounds
This item cannot be shipped to the following locations: American Samoa (see also separate entry under AS), United States Minor Outlying Islands, Virgin Islands, U.S., Northern Mariana Islands, Guam (see also separate entry under GU)

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.
3.8 out of 5 stars with 2882 reviews
55% would recommend
321 recommendations
quality: 3.31 out of 5
value: 3.23 out of 5
effectiveness: 3.33 out of 5

Superior Preference

5 out of 5 stars
Thumbs up graphic, would recommend
Miri - 5 days ago, Verified purchaser
Easy to use and super great results
effectiveness: 5 out of 5
quality: 5 out of 5
value: 5 out of 5
Did you find this review helpful?

Golden blonde

5 out of 5 stars
Thumbs up graphic, would recommend
Rebecca - 9 days ago, Verified purchaser
When my hair gets washed out and really light blonde,i use this to darken it a lil and it makes my color look so warm and natural,,i love it,,
effectiveness: 5 out of 5
quality: 5 out of 5
value: 5 out of 5
Did you find this review helpful?

Do Not Recommend

3 out of 5 stars
IrishBritt - 11 days ago
originally posted on lorealparisusa.com
Been using this color and lightest auburn for years. I don't know what they changed besides the box, but the color is totally different. It's super bright and unnatural, with burgundy tones. Doesn’t look like a color you'd be born with, and I'm a natural auburn redhead. So disappointed.
1 reply from Consumer Care Center team - 6 days ago
Hi IrishBritt, We are sorry you were not satisfied with the results you achieved with our haircolor. We know how disappointing it can be to look forward to a new application of color only to find that your results are not what you expected. Please call us at L'Oréal 800-631-7358 and provide reference # 33597855. So that we can help you most effectively, if possible, please have the product with you when you call. We look forward to hearing from you.
Did you find this review helpful?

Nice colors, but the dye is so thin

2 out of 5 stars
Thumbs down graphic, would not recommend
rainiann - 1 month ago, Verified purchaser
Dye is so thin that it dries with 10 minutes and the no drip is a lie. It got all over my bathroom. I'm going back to loreal excellence, which is thicker
1 reply from L'OrealParisProductExpert team - 28 days ago
Hi there! Thank you for reaching out to us about the Superior Preference Permanent Hair Color. We are disappointed to hear about your experience and we would like to speak to you directly so we can find the best suited product for you, please call us at 1-833-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
Did you find this review helpful?

Hair color

5 out of 5 stars
Thumbs up graphic, would recommend
Brendie - 1 month ago, Verified purchaser
Love it does the job with my grays
value: 5 out of 5
effectiveness: 5 out of 5
quality: 5 out of 5
Did you find this review helpful?

Do not buy

1 out of 5 stars
Thumbs down graphic, would not recommend
TSpires - 1 month ago, Verified purchaser
The new formula is terrible! I have used this for years but no more. I thought something was wrong with the last box but nope! New formula! Doesn’t cover and is not the same color as before. Much lighter.
1 reply from L'OrealParisProductExpert team - 28 days ago
Hi there! Thank you for your feedback on the Superior Preference Permanent Hair Color. We would like to speak to you directly so we can find the best suited product for you, please call us at 1-833-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
value: 1 out of 5
quality: 1 out of 5
effectiveness: 1 out of 5
6 guests found this review helpful. Did you?

Poor packaging on items

1 out of 5 stars
Thumbs down graphic, would not recommend
Unanimous - 1 month ago, Verified purchaser
Damaged! Poor packaging
Did you find this review helpful?

Zero stars

1 out of 5 stars
Thumbs down graphic, would not recommend
Frenchiemom - 1 month ago, Verified purchaser
Turned my roots red covered NO gray worst hair dye everrrrrrrrrr. I ordered dark ash brown I have natural brown hair. Don’t waste your time it is definitely defective
1 reply from L'OrealParisProductExpert team - 1 month ago
Hi there! Thank you for reaching out to us about your experience with the Superior-Preference-Fade-Defying-Shine-Permanent-Hair-Color. We are sad to hear that this did not give the gray coverage you had hoped for. We know this can be frustrating and we will share this with our production team. We suggest checking out the Triple Care Color Excellence Creme which is for 100% gray hair coverage for all hair types, even on stubborn grays. We hope that you will give this a try and love your results.
value: 1 out of 5
effectiveness: 1 out of 5
quality: 1 out of 5
3 guests found this review helpful. Did you?

New formula

2 out of 5 stars
Thumbs down graphic, would not recommend
Ltyler - 1 month ago, Verified purchaser
New formula is TERRIBLE. So disappointing because I have used sold black old formula for over a decade no issues. The new formula doesn’t cover well, has orange undertones, fades fast.
1 reply from L'OrealParisProductExpert team - 1 month ago
Hi there! Thank you for reaching out to us about the Superior Preference Permanent Hair Color. We would like to speak to you directly so we can find the best suited product for you, please call us at 1-833-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
quality: 1 out of 5
effectiveness: 1 out of 5
value: 1 out of 5
1 guest found this review helpful. Did you?

Brassy

2 out of 5 stars
Thumbs down graphic, would not recommend
CM - 2 months ago, Verified purchaser
I've used 7N Dark Blonde for years. I saw the package change but didn't realize the formula changed. The color turned out brassy and I never had that happen before. I will have to change.
1 reply from L'OrealParisProductExpert team - 2 months ago
Hi there! Thank you for reaching out to us about the Superior Preference Fade-Defying Color + Shine System, in the shade 7 Dark Blonde. We would like to speak to you directly so we can find the best suited product for you, please call us at 1-833-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
1 guest found this review helpful. Did you?

Great hair color!

5 out of 5 stars
Thumbs up graphic, would recommend
Nana - 2 months ago, Verified purchaser
I have been using this hair color for at least 10 years. Please don’t change anything about it. The color is beautiful and leaves my hair shiny. I once colored my hair before I took myself to the hospital with a heart attack because I wanted to look good.
quality: 5 out of 5
value: 5 out of 5
effectiveness: 5 out of 5
3 guests found this review helpful. Did you?

L'oreal Paris Superior Preference

3 out of 5 stars
- 2 months ago
originally posted on lorealparisusa.com
I like that it covers my gray, but it does not last 8 weeks, it fades & shows gray in a month. I am also disappointed that it is to much color for my short hair. I waste a lot of coloring. I only use about 1/4 if the bottle. I do not understand why you can't use it again. They should make a smaller amount for short hair. It would cut down on customer cost & waste. Also why is this made in Mexico? There is offices here, why can't they make it in the USA?
1 reply from Consumer Care Center team - 2 months ago
Hi JAT3, Thanks for sharing your experience and thoughts regarding our Hair Color. Please call us @ L'Oréal 800-631-7358 and provide reference # 32752480. We look forward to your call!
1 guest found this review helpful. Did you?

This is a nightmare

1 out of 5 stars
- 2 months ago
originally posted on lorealparisusa.com
OMG! Going on vacation tomorrow with red hair. It was supposed to be dark blonde #7. Have no idea what to do with it! This is a nightmare!
1 reply from Consumer Care Center team - 2 months ago
Hi Lizzy, We are sorry to hear about your experience after using Preference Hair Color #7 Dark Blonde. We would like to help! Please call L'Oréal @ 800-631-7358 and provide reference # 32797864. We look forward to your call!
5 guests found this review helpful. Did you?

New formula doesnt last

1 out of 5 stars
Thumbs down graphic, would not recommend
Greyroots - 3 months ago, Verified purchaser
I used the old formula for years and it was great, but this new formula fades quickly, is very light no matter how long you leave it on, and becomes brassy. The box says it doesn’t drip, but it’s very runny and drippy. Please bring back the old formula. I will be looking for leftover cartons of the old in other stores.
1 reply from L'OrealParisProductExpert team - 3 months ago
Hi there! Thank you for reaching out to us about the Superior Preference Permanent Hair Color. We are sad to hear that you did get the results you are accustomed too, we would like to speak to you directly, please call us at 1-833-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
3 guests found this review helpful. Did you?

Not the same level 8

3 out of 5 stars
Thumbs down graphic, would not recommend
Bella - 3 months ago, Verified purchaser
New packaging, yes. But no mention of a new formula apparently. Level 8 tone is lighter and warmer than the previous packaging. I’ve been using level 8 on my mother for years and up until this application-it’s seems more a level 9 but with brassy roots. Bring back the previous formula please!!
1 reply from L'OrealParisProductExpert team - 3 months ago
Hi there! Thank you for reaching out to us about the Superior Preference Permanent Hair Color in the shade 8 Medium Blonde. We would like to speak to you directly, please call us at 1-833-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
value: 1 out of 5
effectiveness: 1 out of 5
quality: 3 out of 5
2 guests found this review helpful. Did you?

Covered my hair well

4 out of 5 stars
Thumbs up graphic, would recommend
StephShortcake - 3 months ago, Verified purchaser
I used color 6R on my dirty blonde hair. I previously used a different red color for over a decade, but L'Oreal discontinued it which led me to try some alternate reds. This isn't as natural looking as my previous color (RR07) which isn't available anymore. However, color on the box was pretty close to my results. The chemical smell is irritating even with a fan on, but after 3 decades of using this product I'm used to it. I have hyper sensitive fair skin and aside from a little itching or redness of the scalp, I didn't encounter any issues. It did not dye any of my skin either. The included conditioner makes the hair feel great afterwards. I've used this product for decades and generally pretty happy with the results. Just wish there were more options for reds.
effectiveness: 5 out of 5
quality: 5 out of 5
value: 5 out of 5
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Blonde bombshell

5 out of 5 stars
Thumbs up graphic, would recommend
itsmekimmie - 3 months ago, Verified purchaser
I love this hair color. I have been using it for years and I always get tons of compliments! Definitely recommend
quality: 5 out of 5
value: 5 out of 5
effectiveness: 5 out of 5
Did you find this review helpful?

Why did loreal change their formula

1 out of 5 stars
Thumbs down graphic, would not recommend
Kelly - 3 months ago, Verified purchaser
Color does not match the dimension
1 reply from L'OrealParisProductExpert team - 3 months ago
Hi there! Thank you for reaching out to us about the Superior Preference Permanent Hair Color. We would like to speak to you directly so we can find the best suited product for you, please call us at 1-833-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
4 guests found this review helpful. Did you?

New formula is terrible

2 out of 5 stars
Thumbs down graphic, would not recommend
Susan77 - 5 months ago, Verified purchaser
I’ve used this for years-they changed the formula and now it is awful! The color washed out after 2 weeks (it used to last months) And now my hair is orange tinted. What happened L’Oréal?
1 reply from L'OrealParisProductExpert team - 4 months ago
Hi there! Thank you for reaching out to us about the Superior Preference Hair-Color, in the shade. We would like to speak to you directly so we can find the best suited product for you, please call us at 1-833-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
quality: 2 out of 5
effectiveness: 1 out of 5
value: 1 out of 5
9 guests found this review helpful. Did you?

Happy customer

5 out of 5 stars
Thumbs up graphic, would recommend
sdferri - 5 months ago, Verified purchaser
First time ever coloring my hair so I was really nervous. But I was absolutely amazed at the results. Extremely happy!! it took me from a blonde to brunette in 1/2 hour.
effectiveness: 5 out of 5
quality: 5 out of 5
value: 5 out of 5
9 guests found this review helpful. Did you?

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