$11.99 when purchased online
Target Online store #3991
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.
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: 2.25 inches length x 3.5 inches width x 6.25 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 6698 reviews
effectiveness: 3.2 out of 5
quality: 3.17 out of 5
value: 3.09 out of 5
52% would recommend
371 recommendations
Great product I highly recommend this product
5 out of 5 stars
tracyw224_8952 - 5 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 - 5 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 - 6 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 - 7 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 - 7 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 - 7 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 - 9 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 - 10 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 - 10 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 - 10 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 - 12 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 - 13 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 - 14 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 - 14 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 - 14 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 - 15 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.
Wrong color
1 out of 5 stars
Thumbs down graphic, would not recommend
YR - 17 days ago, Verified purchaser
I’ve used this brand and color before… this one was not right! Came out awful!
1 reply from L'OrealParisProductExpert team - 14 days ago
Hi there YR! Thank you for reaching out to us about the Superior-Preference-Cool-Blonde-Hair-Color, in the shade 5CB Chestnut Brown. We would like to speak to you directly so we can find the best suited product for you, please call us at 1-800-631-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
Perfect!!!
5 out of 5 stars
Eli E - 17 days ago
originally posted on lorealparisusa.com
First time using Preference. Always had my hair professionally colored, but the place i go has increased price tremendously. It is always hard to find the perfect red shade. They are all either too bright, too dark, or just too red. I found light amber brown and decided to give it a shot. It is very easy to apply. Don't over think doing the back. I just squeezed lined and rubbed into roots all around then pulled color through the rest of my hair. I have thin hair down to my waist. I wasted a new box because I thought I would need two boxes. I only used one. Followed all instructions to the T. Rinsed, conditioned and used a hair dryer to dry it fast so I could see end result. I was amazed. Yes, it is brown, but has a red tone to it. Because of prior foils, I had blonde left and now it looks like I have a reddish highlight to my hair. This will be my new go to color from now on. No more spending hundreds on hair color. And I'll be able to keep up with it. Thank you Loreal for this specific color!!!
Nice
4 out of 5 stars
vanessaelli_9763 - 18 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The packaging of the product is impressive, featuring a convenient twist-off cap rather than a traditional cut-off tip. This innovative design enhances usability and is a refreshing change. However, it's important to note that the scent is somewhat overpowering, with a noticeable ammonia odor. Despite this, the overall quality and effectiveness of the product remain satisfactory.
Great product
5 out of 5 stars
etherhaneefa_8612 - 21 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I really love this hair dye because it doesn’t dry my hair out like some others do and instead it makes my hair shine and smell so good. It covers my grays completely and the applicator makes it easy to distribute in my hair. Love it. My new favorite