$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Dark 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 Dark 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: 11475707
UPC: 071249253144
Item Number (DPCI): 063-01-0837
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, p-phenylenediamine, erythorbic acid, 2-methylresorcinol, resorcinol, alpha-isomethyl ionone, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, eugenol, linalool, citronellol, m-aminophenol, 2,4-diaminophenoxyethanol hcl f.i.l. #d33264/2, 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: 6.6 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.
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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 6565 reviews
effectiveness: 3.19 out of 5
quality: 3.17 out of 5
value: 3.08 out of 5
52% would recommend
368 recommendations
Not quite what I wanted
4 out of 5 stars
Thumbs up graphic, would recommend
Leslie - 2 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 - 5 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.
Hair color
5 out of 5 stars
shanikaj3_7853 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The color was nice and my hair was light brown already and it made it a little more darker. I thought it will lighten it up and the process was easy and simple.
Blondy hair in summer days
4 out of 5 stars
soupbapne_5687 - 8 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.
Works on Dark Hair
5 out of 5 stars
jmd6957_1677 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Here’s the deal. Normally, hair color won’t work on dark and unbleached hair. This worked on my hair even though I only set it for the recommended time. What salons do sometimes is bleach your hair, then make the color stay longer than necessary, and it damages and dries up the hair. This wasn’t necessary when I used this. Sure it didn’t become the lightest golden brown but my hair became light brown. I think it’s a cheaper alternative to salons and yes, I would recommend. I got two boxes so I can easily just do the next one in a few month’s time. The color is still holding up well after two weeks.
Amazing hair dye
5 out of 5 stars
- 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair dye is amazing, from start to finish it was satisfied. The instructions were clear and easy to follow. It didn't have an overpowering smell like most do. The only thing is that it did dry out or fry my hair, so I would recommend a conditioning product.
Love it
5 out of 5 stars
Thumbs up graphic, would recommend
TargetLover - 11 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 - 14 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 - 14 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 - 15 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.
Pretty color
5 out of 5 stars
reviewsbylj_7206 - 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 6.5G (Lightest Golden Brown) offers a brilliant, long-lasting color with a radiant, fade-resistant shine. This formula is designed to keep your hair vibrant and glossy for up to 8 weeks, even with frequent washing. The creamy texture is easy to apply, and the included after-color conditioner helps nourish and protect hair, leaving it silky smooth. It’s perfect for achieving a natural-looking golden brown shade with a subtle warmth, while the fade-defying technology ensures that your color stays fresh and luminous for longer. Ideal for those looking for a rich, salon-quality color at home.
Change in box, change in color
2 out of 5 stars
cath123 - 16 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.
Good
3 out of 5 stars
walaniz_5970 - 16 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair dye works great the application process is very simple the scent is pretty strong like chemicals and that’s one thing I didn’t like the shine it gives your hair after is pretty nice
Easy to use and gentle on hair
5 out of 5 stars
uvelynkrisc_718 - 17 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I recently decided to try the L'Oréal Paris Superior Preference Fade-Defying Shine Permanent Hair Color in 6.5G Lightest Golden Brown, and I must say, the results exceeded my expectations. The application process was straightforward. The gel formula was easy to apply, and the included applicator tip allowed for precise application, especially around the roots. I appreciated that the formula had a mild scent, which made the experience more pleasant compared to other hair dyes I've used in the past. After the recommended processing time, I rinsed and conditioned my hair with the included Shine Protect Conditioner. My hair felt incredibly soft and looked shiny, with a healthy glow. The color was a beautiful warm honey brown, adding depth and dimension to my hair. One of the standout features for me was the longevity of the color. Even after several weeks, the shade remained vibrant, and I noticed minimal fading. Overall, I'm delighted with the results. The color is rich and natural-looking, and my hair feels nourished and shiny. I would highly recommend this product to anyone looking for a reliable and easy-to-use at-home hair color solution.
Love!
5 out of 5 stars
veronicar75c2_3917 - 20 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!
It's a stable staple!
5 out of 5 stars
johnetteg1_7519 - 22 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.
Maybe user error?
3 out of 5 stars
Thumbs up graphic, would recommend
Madison - 24 days 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 - 20 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!
Great coverage and color does not fade.
3 out of 5 stars
wahzara_5372 - 24 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I waited a month before doing this review. My hair is black and it color isn’t as light as I expected but color has great even coverage, the color did not fade, hair is still soft and shiny.
Very easy to use.
4 out of 5 stars
darianal8_2180 - 25 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I loved This L'Oréal superior preference hair color. It didn't go very light on me because I have very dark hair but the results was great. Very easy to apply at home.
Fumes
3 out of 5 stars
Thumbs up graphic, would recommend
jmill - 25 days 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 - 20 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!