$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Ash 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 Ash 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: 11485694
UPC: 071249253182
Item Number (DPCI): 063-01-0841
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, erythorbic acid, resorcinol, p-phenylenediamine, alpha-isomethyl ionone, eugenol, p-aminophenol, linalool, citronellol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, 2,4-diaminophenoxyethanol hcl, m-aminophenol, f.i.l. #d33271/2, 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: 6.45 inches length x 3.51 inches width x 2.41 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.
Frequently Bought Together
Guests also viewed
Discover more options
$3.99($0.25/fluid ounce)
4.5 out of 5 stars with 1549 ratings
$4.99($0.31/fluid ounce)
4.7 out of 5 stars with 635 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 6596 reviews
effectiveness: 3.19 out of 5
quality: 3.17 out of 5
value: 3.08 out of 5
52% would recommend
368 recommendations
Terrible
1 out of 5 stars
Hendrix522 - 6 days ago
originally posted on lorealparisusa.com
This is the second time I have used this in the past 6 months. I have used this hair color in Dark Blonde many times. I have a pink tint to my hair! I also noticed this when i used it 6 months ago. My natural hair color is very light blonde with very little gray. This has not happened before 6 mths to 1 year ago. I use this hair dye regular about every 6 months. I will NEVER use it again! I AM NOT PLEASED! I DO NOT want pink hair!
Horrible
1 out of 5 stars
Dar57 - 7 days ago
originally posted on lorealparisusa.com
What did you do to this color? Coated my hair with a gummy dirty feeling! Then it ruined my hair tons of breakage and frizzy , it’s a horrible mess!
Not quite what I wanted
4 out of 5 stars
Thumbs up graphic, would recommend
Leslie - 9 days ago, Verified purchaser
The shade Light Auburn is too fake a red. I usually use L'Oreal Excellence in Light Auburn but mistakenly bought this one. I thought it wouldn't be that different but boy was I wrong. The red makes me feel like I'm in costume instead of my normal light auburn color. It also does not come with the special shampoo to wash out like the Excellence kit. This dye did cover my grays well and was thorough in coverage. Just be aware if you want a natural looking light auburn this is NOT it.
Didn't use
3 out of 5 stars
crickman143_8576 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I didn't try this product so I cannot give a fair review. An at home bleach system really worries me, so I am trying to give it to someone who will use it. I will update my review accordingly.
Beautiful tone and color!!
5 out of 5 stars
noorukh_3052 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received the L’Oréal Superior Preference Fade-Defying Shine Permanent Hair Color in 7.5A Medium Ash Blonde complimentary from Influenster in exchange for my honest review—and I’m so impressed! 💁🏼♀️✨ The color came out beautifully cool-toned with no brassiness at all. It gave me that natural, salon-worthy blonde and left my hair feeling soft and shiny. Application was easy, and the fade-defying formula is really holding up—weeks later and it still looks fresh! 👱🏼♀️💫 @influenster #complimentary @lorealparis #HairGoals #LOréalParis #HairColorWin
Blondy hair in summer days
4 out of 5 stars
soupbapne_5687 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oréal Paris Superior Preference Fade-Defying Shine Permanent Hair Color in shade 7 Dark Blonde has garnered positive reviews for its rich, long-lasting color and nourishing formula. 🌟 Highlights • Long-Lasting Color: the color remains vibrant for weeks without significant fading.  • Shine and Softness: The included conditioner, enriched with Vitamin E and a UV filter, helps lock in color vibrancy and leaves hair feeling soft and shiny.  • Easy Application: The kit includes all necessary components, and the formula is described as easy to apply with a pleasant scent.  ⚠️ Considerations • Recent Formula Changes: unwanted red tones, poor gray coverage, and strong chemical smells.
Love it
5 out of 5 stars
Thumbs up graphic, would recommend
TargetLover - 18 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.
I wanted light blond, I got light purple
1 out of 5 stars
Purple - 21 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 - 21 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 - 21 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.
I love 🥰
5 out of 5 stars
isabellam533_4769 - 22 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I've used it on gray hair and it really looks so pretty. It gives the exact color as in the photo. It doesn't have a strong scent, it's quite effective, and besides that, it's very affordable, excellent for home use.
Change in box, change in color
2 out of 5 stars
cath123 - 22 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.
Did not come out as I expected.
3 out of 5 stars
lila87_5822 - 23 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I think this color is so pretty but it did not show up on my hair as I expected. Although my hair was previously colored I think this may have had an effect on the results. I did however have to lighten the camera to show the color because it did not show as much. The packaging is simple and there are three products in there: the developer cream, the color gel and the conditioner. The application was simple steps. the smell did come off a little strong but nothing too bad. I love L'Oreal hair box coloring but this one did not work out too well for me.
Love!
5 out of 5 stars
veronicar75c2_3917 - 26 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oreal is a tried & true brand for me! I have used darker colors in the past and of course they have always worked. I think it’s pretty easy to do dark colors. This is the first time I’m using a lighter color and it worked great! I also always love the deep conditioner that comes with these boxes!
Great coverage!
5 out of 5 stars
kriscat84_5860 - 27 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I didn't mind the scent and it actually left my hair smelling like hair perfume after washing off, if you are sensitive- maybe you wouldn't like that aspect? But it is actually a sought after effect for me. Along with excellent coverage, of course! Love everything about this hair dye!
It's a stable staple!
5 out of 5 stars
johnetteg1_7519 - 29 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’d definitely recommend this to anyone looking for salon-quality color at home. It’s ideal for covering grays, adding shine, and refreshing your look with a rich, radiant shade. L'Oréal continues to be a reliable brand when it comes to at-home hair coloring.
I really wanted to love it but…
4 out of 5 stars
candaceugc_5360 - 29 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I really wanted this to do love this color so much! I had just bleached my hair and used this over as basically a color deposit however it did not turn out anything like the photo. Granted the results do vary based on your starting color. Overall the application was easy, and my hair did not feel damaged very much which i appreciated. As long as your match your base color to the corresponding outcome you should get something close to the color shown on the box!
Nice dye
5 out of 5 stars
jettw2_575 - 30 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Nice light blonde / brown — didn’t stain my skin or have any issues applying — two boxes was plenty enough. One will do my hair that’s to my shoulders. The smell wasn’t overpowering or too much to handle.
Maybe user error?
3 out of 5 stars
Thumbs up graphic, would recommend
Madison - 1 month ago, Verified purchaser
I bought this as a natural light brown/dark blonde haired person. I followed the instructions to a tee. I now have orangey brown hair. The fumes during the application process about ended my bloodline but I would try again just to see if it was user error or the product itself
1 reply from L'OrealParisProductExpert team - 26 days ago
Hi there, Madison! We appreciate you taking the time to reach out about our Superior Preference Hair Color. Consumer feedback is very important to us and allows us to improve all our products. We will be sure to pass all your feedback along to the appropriate teams. We hope you will continue using more of our products soon with full satisfaction with the results!
Fumes
3 out of 5 stars
Thumbs up graphic, would recommend
jmill - 1 month ago, Verified purchaser
I had to stop halfway through application to go outside and reconnect with nature because the fumes were so strong. Even in my well ventilated bathroom. Pretty sure I caused generational brain damage. Worked super well and loved how the color turned out. Would prob buy again
1 reply from L'OrealParisProductExpert team - 27 days ago
Hi there! We appreciate you taking the time to reach out about our Superior Preference Hair Color. We truly appreciate your feedback on the fragrance in our formula. Consumer feedback is very important to us and allows us to improve all our products. We will be sure to pass all your feedback along to the appropriate teams. We hope you will continue using more of our products soon with full satisfaction with the results!