$12.99 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
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
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 6795 reviews
effectiveness: 3.17 out of 5
quality: 3.14 out of 5
value: 3.05 out of 5
52% would recommend
384 recommendations
Use all the time
5 out of 5 stars
natasiaunusual_463 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Application is super easy (just wear gloves), the color is always great. I’ve been using this for awhile now and the coverage is great if you apply it correctly.
2025 new formula 2.5 stars. Previously 5 stars.
2 out of 5 stars
juliemariebrown - 4 days ago
originally posted on lorealparisusa.com
I’ve used L’Oréal Preference for 20 plus years and always been very happy. However the formula must have changed in 2025. It is so thin now that it drips everywhere and takes longer to color my grey hair. Not to mention that the price has gone up. I will be looking for a different drug store hair color.
1 reply from LeCare team - 2 days ago
Hi juliemariebrown! We understand being concerned when a product you have used appears different than expected. Preference was reformulated. The new formula provides improved richer color, longer lasting high definition color, and better long term coverage of grays. Feedback from our customers is important to us when making decisions about our products and services. We appreciate your feedback and will be sharing it with others in our company.
Lighter medium blonde
5 out of 5 stars
Thumbs up graphic, would recommend
Bougiemommy - 4 days ago, Verified purchaser
Great medium blonde option. More on the lighter side of medium.
Strong chemical smell
1 out of 5 stars
Thumbs down graphic, would not recommend
Not recommend - 5 days ago, Verified purchaser
Terrible strong chemical smell, burning my eyes, can’t wait more than 10 minutes, I have to washed it off, won’t buy again
1 reply from L'OrealParisProductExpert team - 3 days ago
Hi Not recommend. We are sorry to hear about the experience you had with L'Oreal Paris Superior Preference Permanent Hair Color. We would like to speak with you directly about it. Please give us a call @ 800-631-7358 M-F 9am to 5:30pm EST for assistance and provide the reference #42420982. Looking forward to speaking with you.
Great grey blend/coverage
5 out of 5 stars
brittdance22_4807 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Left my hair feeling soft and fully covered this is a great product especially as I am starting to see more grey it helps to blend much better than staying brunette.
Worked well
5 out of 5 stars
meganl77_6353 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I totally forgot to take photos after using this but I really liked the product application was easy , it still had a strong scent unfortunately but the color came out nice
Too harsh
1 out of 5 stars
Thumbs down graphic, would not recommend
Bahar - 6 days ago, Verified purchaser
It’s too harsh on skin, the gas made my eyes teary and my scalp was burning! Ash brown gave my natural dark hair color a bad orange color!
1 reply from L'OrealParisProductExpert team - 3 days ago
Hi there ,Bahar! We are so sorry to hear about your experience with our Superior Preference Hair Color. We know how frustrating it can be when a product does not perform as expected. We would like to speak with you directly about it. Our Customer Service hours of operation are Monday – Friday, 9 AM – 5:30 PM (ET) at 1-800-322-2036. It would be helpful if you had the product available when you call. We look forward to speaking with you!
Absolutelyawsome
5 out of 5 stars
carase3a1_2017 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Scent not bad packaging awsome really shines very very very good full coverage easy application super awsome really love this product really do definitely
Amazing
5 out of 5 stars
maddiem148_5140 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Super easy to use and it comes out looking amazing absolutely love the brand and the product 10 out of 10 recommend will for sure use again and again
Gorgeous color and great coverage
5 out of 5 stars
- 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Beautiful color application that doesn't smell like your grandma's box hair dye. It is the best formula so far from this company! I absolutely love the way it made my hair shine.
Turned my hair purple
3 out of 5 stars
valeriencates_6647 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I didnt share a picture because when I tried to dye my hair it turned it purple. I have almost fully gray hair and the box said that it has full gray coverage but I was not expecting the result. I will try again.
1 reply from LeCare team - 8 days ago
Hi valeriencates_6647, We are sorry to hear about your experience. Please call L'Oréal @ 800-631-7643 M-F 9:00am 5:30pm ET and provide case # 42378654. We look forward to your call!
🎀
5 out of 5 stars
kristalc27_6588 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I absolutely love the color my hair came out after using this product!! I love that it wasn’t a strong scent and that the application process was so easy! After the conditioner my hair looked shiny!
I wot purchase again.
1 out of 5 stars
Elisa - 10 days ago, Verified purchaser
It didn’t do anything to my hair or gray hair. The smell was so strong that my eyes were burning.
Don't be afraid of the "New and Improved" formula
4 out of 5 stars
Catmom54321 - 10 days ago
originally posted on lorealparisusa.com
I have been using Preference hair color for over 25 years, and shade #8 medium blond exclusively for the last five years. I color my regrowth only every six weeks, and when I noticed last year that they changed the formula I was terrified of disaster and purchased every box of the old formula that I could find. Well my stash finally ran out and I was forced to use the new formula for the first time. I don't care about the smell changing or the texture being more runny as others have complained with the new formula... I just want the color to turn out the same as it always has and since I dye my regrowth only I did not want to end up with two different colors on my head. Upon opening the box I noticed the developer has changed from 20 volume to 25. More peroxide, and more lift. Knowing this, I reduced the total time I let it sit on my head from my usual 40 to 30 minutes. I also brushed it through the length of my hair with an applicator brush once it had been applied to the roots. I am pleased to say it turned out beautifully and looks the same as it normally does. I am not sure why L'Oreal decided to change the formula that worked so well for so many for dozens of years. But all of the previous reviews from the long-time users like myself had me absolutely terrified as they all seemed to have bad experiences, but for me it turned out alright. Just follow the new instructions for reduced processing time and blend it through the length of your hair and you should be okay.
Gorgeous, radiant auburn shade
5 out of 5 stars
mishuleopardi_9387 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Is such a stunning, warm toned color. The shade is vibrant yet natural looking, with a beautiful shine that really catches the light. Perfect if you want a fresh, luminous change that still feels classy
Texture
5 out of 5 stars
lesia93_6280 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] No hard chemical scent. Easy application process. Good quality and packing. Good shine and hair condition after . Hair texture like natural. I like that
Great Long Lasting Color!
4 out of 5 stars
klorissab_3788 - 14 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Every once in a while, you have to go dark! When I decide to go dark on a whim, the L’Oreal Paris Superior Preference Fade Defying Shine Permanent Hair Color in Natural Black does the trick! Easy application, the scent isn’t too overbearing, and it has amazing coverage if applied as directed. I would recommend two boxes at least for long hair!
Great for easy, shiny, long-lasting hair color!
5 out of 5 stars
esmeralda924_9452 - 14 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I got the L’Oréal Paris Preference Superior Preference Fade Defying Shine Permanent Hair Color in Ultimate Black for free to try, and it’s pretty nice! The application was easy, and it covered my grays well. The shine is noticeable, and the scent wasn’t too strong. The packaging is sleek and handy. It’s a good value for a lasting color, and I’d use it again!
Great color and easy to apply
5 out of 5 stars
Thumbs up graphic, would recommend
Cc - 15 days ago, Verified purchaser
I love the color. The color is evenly distributed no streak s.
Ruined my hair
1 out of 5 stars
Thumbs down graphic, would not recommend
Sad - 15 days ago, Verified purchaser
I already have naturally light brown hair with red undertones. My hair is healthy and undyed. I bought and used the light ash brown because I was hoping to get a more ashy tone and reduce the redness. Since I am new at permanent dye, I followed the directions to a T! This is my first experience with permanent hair dye, and it seems to have ruined my hair. My hair actually got lighter and MORE red! I’m not even sure what to do because I’m new at this, but I am very upset. Everything I read tells me to wait at least two weeks before dyeing again and I look ridiculous.
1 reply from L'OrealParisProductExpert team - 13 days ago
Hi there, Sad! We are so sorry to hear about your experience with our Superior Preference Hair Color. We know how frustrating it can be when a product does not perform as expected. We would like to speak with you directly about it. Our Customer Service hours of operation are Monday – Friday, 9 AM – 5:30 PM (ET) at 1-800-322-2036. It would be helpful if you had the product available when you call. We look forward to speaking with you!