$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Permanent Medium Brown 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 Medium Brown 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: 11475705
UPC: 071249253069
Item Number (DPCI): 063-01-0829
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, resorcinol, erythorbic acid, m-aminophenol, alpha-isomethyl ionone, eugenol, n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate, linalool, citronellol, 2,4-diaminophenoxyethanol hci f.i.l. #d34914/2, 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: 6.4 inches length x 3.6 inches width x 2.3 inches height
Estimated ship weight: 0.6 pounds
This item cannot be shipped to the following locations: Guam (see also separate entry under GU), American Samoa (see also separate entry under AS), United States Minor Outlying Islands, Virgin Islands, U.S., APO/FPO, Northern Mariana Islands
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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Summary of reviews
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 6495 reviews
effectiveness: 3.18 out of 5
quality: 3.17 out of 5
value: 3.07 out of 5
52% would recommend
367 recommendations
Love it
5 out of 5 stars
Thumbs up graphic, would recommend
TargetLover - 2 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.
Goodbye Grey Hair
5 out of 5 stars
roxanneg38_1507 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This product did an amazing job covering up all the grey hair!!! It was a super easy application process and it wasn’t heavily scented! The package is also super easy and simple which I love! The dye left my hair looking amazing!
I wanted light blond, I got light purple
1 out of 5 stars
Purple - 5 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 - 5 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.
Love the color
5 out of 5 stars
marielaa19_1599 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love the color easy to used and putting the smell is not really to strong the texture for my hair is shine and soft I love the packaging is easy to do the instruction
Superior preference hair color
5 out of 5 stars
sylk781_8647 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oreal superior preference hair dye is easy to use with long lasting results. Did an amazing job covering grays and the color was absolutely perfect! Directions were easy to follow and formula did not cause irritation. And bonus! Two were included!
Gray coverage
5 out of 5 stars
cristinaw35b4_8464 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received this for free to try for my honest opinion and it worked great to cover my gray hairs that have started to go. I can’t always make time to make it to the salon so this works great for a quick touch up in between salon days
Not for me
3 out of 5 stars
sunkisstsara_4938 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] So, my hair is a medium to dark brown. I’ve got some grays but not a ton. I’ve been dying my hair for at least 20 years and always follow the instructions. This turned my roots orange. I had to go out the next day and get it fixed. Never happened to me before. So I won’t be trying this kind again. I usually use L’Oréal (but a different type than this one)with no problems so I’ll stick to that.
Silky hair color
5 out of 5 stars
va_nurse_a_6913 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received two boxes, which was great since I have long hair. This hair dye left my hair silky and smooth after coloring. Also the color was attractive. My hair was glossy.
LOVE!!
5 out of 5 stars
addie_grooms_479 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I was really impressed with this product! My hair took the color really well. I don’t feel like it damaged my hair either. After washing my hair looked super shiny and felt so soft!
Wow!
5 out of 5 stars
barbrad_5740 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Perfect shade of brown! It was definitely matching my natural haircolor! The shine was awesome. I love the smell of newly dyed hair lol application process was pretty painless! Highly recommend this to friends and family who wants this shade of brown!
Maybe user error?
3 out of 5 stars
Thumbs up graphic, would recommend
Madison - 15 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 - 10 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!
Okay
4 out of 5 stars
kayleebed52_4882 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Loreola's always been my go-to store hair dye. The coverage is very nice for box dye and it leaves a nice shine afterwards. Your hair is usually soft and silky. The scent though is not great. It smells like the ammonia box style that everyone hates.
Fumes
3 out of 5 stars
Thumbs up graphic, would recommend
jmill - 15 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 - 11 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!
Great
5 out of 5 stars
zannemang_9496 - 17 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Super great product , I love the brand so much. I use this brand majority of time when I colour my hair at home . I love that this brain has also a conditioner to your hair which is amazing.
Never disappoints
5 out of 5 stars
janas9500_2976 - 18 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have always loved this brand of hair color. It has always left my hair shiny and manageable. I would definitely recommend this product if you color your hair at home. It has never disappointed and of course it did not this time as well.
Great product!
5 out of 5 stars
heidileo30_7854 - 19 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love this hair color! Not only were all of my grey’s covered it was easy to apply and made my hair feel so soft and not dry like it usually does after coloring! Great for at home hair maintenance!
Nice color
3 out of 5 stars
imsylviar_5227 - 19 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Easy diy at home- it covered some of my greys. It does have a strong smell to it which I’m not a fan of and washes off easily. Changed my hair texture for some reason. I will have to do a hair mask.
Incredible at home hair dye
5 out of 5 stars
claireh136_6691 - 19 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’ve tried a lot of drugstore hair dyes but nothing is as good as this one. My hair looks so shiny and any grays/roots are completely covered. The conditioner that’s included is incredible and is making my hair so soft. I love that. They included a large tube to use for a few times. My one complaint is that gloves weren’t included.
Love!
5 out of 5 stars
abbeyob2_709 - 19 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Loved this hair dye!! It did not make my hair feel brittle or dead after using. It was very easy to use and I love the results! My hair has a nice shine and a beautiful color!