Sponsored
L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz
$12.99 ($2.00/fluid ounce)
In Stock
Eligible for registries and wish lists
Sponsored
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.
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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.
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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 aren’t accurate or complete, we want to know about it.
Ingredients:
color gel: 1269070 b1 - aqua/water/eau, peg-4 rapeseedamide, alcohol denat., deceth-3, propylene glycol, ammonium hydroxide, laureth-5 carboxylic acid, dipropylene glycol, hexylene glycol, poloxamer 338, oleyl alcohol, parfum/fragrance, ammonium thiolactate, p-phenylenediamine, hydroxybenzomorpholine, tetrasodium glutamate diacetate, erythorbic acid, 2,4-diaminophenoxyethanol hcl, 6-hydroxyindole, m-aminophenol, octadecyl di-t-butyl-4-hydroxyhydrocinnamate, 2-amino-3-hydroxy-pyridine, n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate, citric acid. developer creme: 1190015 - aqua/water/eau, hydrogen peroxide, cetearyl alcohol, trideceth-2 carboxamide mea, ceteareth-25, glycerin, phosphoric acid, tetrasodium etidronate, tetrasodium pyrophosphate, sodium salicylate. shine protect conditioner: 1217043 a - aqua/water/eau, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera/candelilla wax/cire de candelilla, amodimethicone, cetyl esters, isopropyl alcohol, parfum/fragrance, phenoxyethanol, sodium pca, trideceth-6, tocopheryl acetate, ethylhexyl salicylate, linalool, hexyl cinnamal, benzyl alcohol, chlorhexidine digluconate, cetrimonium chloride, limonene, amyl cinnamal, geraniol, benzyl benzoate, camelina sativa seed oil, citronellol, f.i.l. #t70033138/1. f.i.l. #d209747/8. f.i.l. #d255219/1.
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
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 6923 reviews
effectiveness: 3.14 out of 5
quality: 3.1 out of 5
value: 3.02 out of 5
51% would recommend
392 recommendations
4 out of 5 stars
22 November, 2025Verified purchase
(no review title)
Was hesitant to try this colour but the pigment turned out great and it has such a rich depth, I love it! However, the smell was really intense and it was difficult to apply the formula because my eyes stung so bad.
1 out of 5 stars
Thumbs down graphic, would not recommend
20 November, 2025Verified purchase
Dont get it chesnut brown
This color has nothing to do with brown it’s more reddish in a very ugly way and this hair color is very strong and harsh
1 out of 5 stars
Thumbs down graphic, would not recommend
18 November, 2025Verified purchase
horrible brand
it does not cover the grays 100% as promised.
1 out of 5 stars
Thumbs down graphic, would not recommend
17 November, 2025Verified purchase
Brassy not Ash
This is not an ash brown, my hair is basically orange.
1 out of 5 stars
16 November, 2025Verified purchase
Zero stars
Almost zero gray coverage. Followed the directions exactly and even left it on a little longer. So frustrating and a waste of money and chemicals on my hair. I'll need to actually cover my grays within then next two weeks. Zero stars, do not recommend.
1 reply from L'OrealParisProductExpert team - 3 days ago
Hi KT. We are sorry to hear about the experience you had with L'Oreal Superior Preference. Please contact us directly at 800-631-7358 M-F 9am to 5:30pm EST and provide us with case #43682779 Please have the product available when calling we look forward to hearing from you.
5 out of 5 stars
15 November, 2025
originally posted on influenster.com
Great product
[This review was collected as part of a promotion.] Great product that left my hair feeling Suprisingly conditioned after a color. This left my hair feeling soft and didn’t seem to act like a box dye. I would absolutely use this again.
2 out of 5 stars
Thumbs down graphic, would not recommend
14 November, 2025Verified purchase
5CB Disaster
On the bright side this did lift my greys, but I also got hot roots and uneven coverage. Highly recommend looking at the Clairol Nice N Easy line. Fixed my hair from this.
1 reply from L'OrealParisProductExpert team - 5 days ago
Hi there K. We are sorry to hear about the results you achieved with L'Oreal Paris Superior Preference Permanent Hair Color in Medium Chestnut Brown. We will share your feedback with the others on our team.
5 out of 5 stars
13 November, 2025
originally posted on influenster.com
I want to try it again!
[This review was collected as part of a promotion.] Wow! I was not expecting these results! My hair is so shiny! My husband helped me apply it but I think I could have done on my own. There was absolutely no mess, it was so easy and the payoff is incredible! I love it! The texture is not runny and it didn’t feel runny. It was a thicker formula but easy to work with.
1 out of 5 stars
11 November, 2025Verified purchase
(no review title)
Did not receive the items. Bags left in the parking lot
5 out of 5 stars
7 November, 2025
originally posted on lorealparisusa.com
Please don’t get rid of it! Or change it!
Bring this shade back! Quit discontinuing shades!!
5 out of 5 stars
5 November, 2025
originally posted on influenster.com
Nice soft color
[This review was collected as part of a promotion.] I liked the non-chemical smell of this product. The application was easy and color was true to the photos. I intentionally applied this over some blonde highlights as I wanted the highlight parts to fade over time to bring dimension into the look. The color holds well for a box dye. The conditioner definitely made it feel soft and not overly dyed.
1 out of 5 stars
4 November, 2025
originally posted on lorealparisusa.com
Did not color my hair- at all
I purchased this based on some online research- did an all over color and when it was all done? It didnt do anything! I wonder if the product was somehow defective- this didnt even color the grey hair at my roots and temples. Still VERY grey. I even left the product on a few minutes longer- but nothing.
1 reply from LeCare team - 15 days ago
Hi Stillgrey! Thank you for sharing your experience after using Superior Preference, UL-63 Hi-Lift Gold Brown. You did not achieve gray coverage because it is not promoted for coloring or covering gray! 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. UL63-Hi-Lift Gold Brown, is exclusively for hair that is medium brown to black, which it lightens to the gold brown color, pictured on the front of the box. We do not promote gray coverage on this box! We recommend using Excellence Creme, 6G-Light Golden Brown to cover gray!
1 out of 5 stars
Thumbs down graphic, would not recommend
3 November, 2025Verified purchase
(no review title)
2 of the 3 boxes were missing the conditioner.
1 reply from L'OrealParisProductExpert team - 18 days ago
Hi Julissa. Thank you for reaching out to L'Oreal. We are sorry to hear the conditioners were missing from the Preference Hair Colors. We would like to speak with you directly about it. Please give us a call at 800-631-7328, M- F, 9am - 5:30pm, ET and let us know you contacted us through a review. It would be helpful if you could have the product available when you call, as well as providing the agent with your username. Looking forward to speaking with you.
2 out of 5 stars
Thumbs down graphic, would not recommend
26 October, 2025Verified purchase
Doesn't cover greys
Just spent almost an hour dying my hair just to have all the greys still there. I even let it sit for extra time. Damaged my hair for nothing. Very disappointed.
1 reply from L'OrealParisProductExpert team - 25 days ago
Hi stephiemg22. We sorry to hear that L'Oreal Superior Preference #5 did not provide you with gray coverage. For full coverage we recommend trying our L'Oreal Excellence Creme Hair Color. Here is more information on this product: https://tinyurl.com/22hmq2zx. If you need further assistance please contact us directly at 800-631-7358 M-F 9am to 5:30pm EST.
2 out of 5 stars
23 October, 2025
originally posted on lorealparisusa.com
Wrong color
I have used this hair color before but this time I just put on 8UA, ultra ash medium blonde and it came out brown.
1 reply from LeCare team - 18 days ago
Hi Kathy! We are sorry to hear that 8UA-Ultra Ash Medium Blonde came out dark. We would like to speak with you directly about it. Please give us a call at 1-800-631-7358, M-F, 9-5, ET. It would be helpful if you could have the product box and tint tube available and provide us with case #43360440 when you call.
3 out of 5 stars
23 October, 2025Verified purchase
(no review title)
Color came out reddish brown,
4 out of 5 stars
23 October, 2025
originally posted on influenster.com
Good well known brand
[This review was collected as part of a promotion.] Good well known brand, usually good product. I haven't gotten to doing my review for months because I had just dyed my hair jet black before I knew I was going to receive this product. I had tried to use it over dark hair and it didn't even touch it. Must be over natural lighter hair. Now that my dark hair has faded, I'm thinking of adding some blonde to my faded out jet black hair.
5 out of 5 stars
22 October, 2025
originally posted on influenster.com
Rich Color
[This review was collected as part of a promotion.] Literally obsessed with this hair dye - the color is so good. I got “soft black” and it’s a really rich color - not too dramatic but still bold and shiny.
1 out of 5 stars
22 October, 2025
(no review title)
Did literally nothing my hair is the same color
1 reply from L'OrealParisProductExpert team - 1 month ago
Hi Madion. Thank you for reaching out to L'Oreal regarding the Superior Preference Hair Color. We are sorry your results were not what you were expecting. We’d like to help! Please call us at 800-631-7358, M-F, 9am-5:30pm, ET and provide us with your case #43321562. Please have the product with you when you call. Looking forward to hearing from you!
5 out of 5 stars
21 October, 2025
originally posted on lorealparisusa.com
Nice!
Easy, great color, long lasting, good grey coverage.