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L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz

L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 2 of 4L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 3 of 4L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 4 of 4
L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 1 of 4
$11.99 when purchased online
Target Online store #3991

About this item

Highlights

  • Superior Preference Golden 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 Golden 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.
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: 11475560
UPC: 071249253229
Item Number (DPCI): 063-01-0845
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-aminophenol, erythorbic acid, resorcinol, p-phenylenediamine, alpha-isomethyl ionone, eugenol, linalool, citronellol, 6-hydroxyindole, m-aminophenol f.i.l. #d32992/3, 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: 6.31 inches length x 3.45 inches width x 2.4 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.

Q: Does this color have a lavender tint? I used medium rose blonde 8RB & IT HAD PINK TINT. I THEN TRIED 7G but it is darker than I want I loved 8RG BUT CANNIT FIND IT. WHAT SHADE WOULD BE SIMILAR BUT NOT HAVE PINK TINT

submitted by Loribonn - 6 years ago
  • A: Hey there Loribonn. The medium rose blonde does have a rose tint to the color. Our alternative for the 8RG is our 8RB, which you have previously used or you can use a Medium Blonde (8g) in Preference. We hope this helps!

    submitted byL'OrealParisProductExpert - 2 years ago
    Brand expert
  • A: keep in mind color will not lighten color, you will need to use color oops then color.

    submitted byCheri - 3 years ago

Q: will this cover white hair

submitted by Indiana - 1 year ago
  • A: Hey, Great question! Yes, The L'Oreal Preference’s Superior Fade-Defying Color & Shine system creates luminous, lit-from-within color, with natural-looking highs & lows, and beautiful gray coverage. Pro Tip for resistant grays, leave on for an additional 5 minutes! For all your future beauty questions, get real-time answers using the “Chat with a Virtual Beauty Consultant” button, found on every product page.

    submitted byTarget Beauty Consulting - 1 year ago
    Brand expert
  • A: Hi there! Thank you for reaching out to us about your experience with the Superior-Preference-Fade-Defying-Shine-Permanent-Hair-Color. While this hair color does cover gray hair if you are more than 50% gray or have reisitant gray hair we suggest checking out the Triple Care Color Excellence Creme which is for 100% gray hair coverage for all hair types, even on stubborn grays. We hope that you will give this a try and love your results.

    submitted byL'OrealParisProductExpert - 1 year ago
    Brand expert

Q: If I previously have gotten my hair dyed professionally light brown/blonde but it is grown out (roots are dark brown with gray), what color would I use to get it all one color but not brown. I want to try and keep it light.

submitted by Newbie - 5 years ago
  • A: Hi There, Thanks for reaching out! To better assist you please call us @800-631-7358 and provide reference #09934692. We look forward to helping you!

    submitted byL'OrealParisProductExpert - 5 years ago
    Brand expert
  • A: I believe dark ash blonde. The dark brown roots may look reddish unless there is an ash undertone (at least mine do.)

    submitted byYoda - 4 months ago

Q: I have burgandy hair and I hate it. How can I get rid of it and eventually have blond hair.?

submitted by Nancysingh66 - 5 years ago
  • A: Hi Nancysingh66! For the best advice, we need more information about your hair. Please contact us for a consultation 1-800-631-7358 M-F 9A-7P ET and provide reference #09592997 when you do contact us. We look forward to helping you. Thank you.

    submitted byL'OrealParisProductExpert - 5 years ago
    Brand expert
  • A: Color Oops. Follow the directions EXACTLY. The stuff works great and you can dye your hair right after, just as it says. Ive done it many times, lol.

    submitted byMomofthree - 5 years ago

Q: Does #8 Medium blonde have any red tones or brassiness? My hair is medium blonde with grayish brown roots

submitted by L Ruth - 3 months ago
  • A: Hi there, L Ruth! Thank you for reaching out about our Superior Preference 8 Medium Blonde. Our 8 Medium Blonde is a neutral shade with long-lasting gray coverage. We hope this is helpful!

    submitted byL'OrealParisProductExpert - 3 months ago
    Brand expert

Q: I have light brown / blond hair. What color to make it a little more blonde without looking brassy

submitted by Granda D - 4 months ago
  • A: Hi there, Granda D! Thank you for reaching out about our Superior Preference Hair Color. Our Customer Service hours of operation are Monday – Friday, 9 AM – 5:30 PM (ET) at 1-800-322-2036. We look forward to speaking with you and finding your perfect shade match!

    submitted byL'OrealParisProductExpert - 5 days ago
    Brand expert

Q: My hair is gray and white, but I have lots of yellow strands. I see that you don't recommend using the silver blonde hair color. Will a light blonde adhere/cover to the yellow hair?

submitted by Opus - 6 months ago
  • A: Hi there Opus, Great question! You have several options…If you want to dye all of your hair one color and cover the gray and white as well, use a light natural blonde like the Preference or Excellence Light Blonde #9. If your goal is not to change your grey/ white hair but to get rid of the yellow appearance of some of the hair, use the Le Color Gloss One Step In-Shower Toning Gloss in the Cool Blonde or Silver White. This is a gentle, non permanent option that will not leave you with the appearance of roots.

    submitted byL'OrealParisProductExpert - 6 months ago
    Brand expert

Q: Can you re dye tha same day

submitted by Queenie - 1 year ago
  • A: Hi there! Thank you for reaching out to us about using the Superior Preference Permanent Hair Color. We do not recommend dying your hair the same day, we would like to speak to you directly. please call us at 1-833-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.

    submitted byL'OrealParisProductExpert - 1 year ago
    Brand expert

Q: Does this hair color create highlights? Or is it more of a solid look?

submitted by Whoami - 1 year ago
  • A: Hey, Great question! The L'Oreal Paris Superior Preference Hair color creates luminous, lit-from-within color, with natural-looking highs & lows, and beautiful gray coverage. For all your future beauty questions, get real-time answers using the “Chat with a Virtual Beauty Consultant” button, found on every product page.

    submitted byTarget Beauty Consulting - 1 year ago
    Brand expert

Q: I applied L'Oreal Superior Preference 9.5NB and find it is much lighter than I expected. How long must I wait between dye jobs - I want to use L'Oreal S wuperior Pref #8 which I have used before

submitted by diana - 2 years ago
  • A: Hi Diana- Thank you for your question on the Preference haircolor. As long as you hair is not a pale blonde like the inside of a banana peel you can recolor in 48 hours. If your hair is very light we ask that you call us @1.800.631.7358 M-F 9am-5:30pm EST and we will be able to give you a formula to use.

    submitted byL'OrealParisProductExpert - 1 year ago
    Brand expert

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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 6551 reviews
    effectiveness: 3.18 out of 5
    quality: 3.17 out of 5
    value: 3.07 out of 5
    52% would recommend
    367 recommendations

    Did not cover my white hair well.

    3 out of 5 stars
    theresew2_7690 - 4 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] This product made my hair dry once the conditioner cream provided was used up. This product did not cover my white hair roots. The white hair turned a very light brown color. I have tried a bunch of other products in the past that did a much better job.
    Did you find this review helpful?

    Total game-changer—officially obsessed!

    5 out of 5 stars
    iluuminate_2447 - 4 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] Got this for my parents since they’ve been noticing more grays lately, and wow—it seriously delivers. The color looks like they just stepped out of a salon, but without the salon price tag. Super easy to use (the instructions are foolproof), and it covers grays flawlessly while leaving their hair soft, shiny, and totally natural-looking. No weird fake tones like some other brands. We’ve tried a few different options over the years, but this is the one we always come back to. Total game-changer—officially obsessed!
    Did you find this review helpful?

    Work just as well as salon quality

    5 out of 5 stars
    christinab219_4272 - 4 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] I can’t sing the praises enough. This hair color covered all my grays and brought life back to my hair. I will recommend this to everyone. It’s super easy to apply and leaves your hair so soft and shiny
    Did you find this review helpful?

    Hair

    5 out of 5 stars
    lucyhiiiiiii_1059 - 5 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] I really enjoyed this product! Really really like the results!! My hair looks soooooo good!!! I was a little scared to use it but it was really easy to use.
    Did you find this review helpful?

    Great formula

    4 out of 5 stars
    debrownsugar_5985 - 5 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] Covered up my grays my hair looks healthy and shiny. Was easy to use and mix. Packaging is standard but great. The scent isn't overpowering and doesn't linger once washed out.
    Did you find this review helpful?

    For my mom

    5 out of 5 stars
    oscaperopka_1366 - 5 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] I love that it promises up to 9 weeks of intense shine and incredible gray coverage. The best part is that it leaves hair super soft and with a vibrant, natural color. I'm excited because I gave it to my mom so she can get a new look, and I can't wait to see her look different.
    Did you find this review helpful?

    Beautiful rich color!

    5 out of 5 stars
    haileeh062b_1931 - 5 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] I love L’Oreal Paris products and this exceeded my expectations! I love how rich the black hair color is. It’s been several weeks now and the color has barely faded. I would definitely recommend!
    Did you find this review helpful?

    Hair color

    5 out of 5 stars
    shanikaj3_7853 - 5 days ago
    originally posted on influenster.com
    Image
    [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.
    Did you find this review helpful?

    Superior Preference Fade Defying Shine Permanent H

    5 out of 5 stars
    marykatherined_1608 - 5 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] I love this hair color! I used it on my daughter and it looks so good on her I will be buying more of this product because it worked so well. There is as a nice scent. Thank you influence for allowing me to try this sample!
    Did you find this review helpful?

    Blondy hair in summer days

    4 out of 5 stars
    soupbapne_5687 - 5 days ago
    originally posted on influenster.com
    Image
    [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.
    Did you find this review helpful?

    Covers the greys!

    5 out of 5 stars
    armernic_2916 - 5 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] L’Oréal preference is a great at home kit. It doesn’t spell. It doesn’t burn and it actually covers all the greys. The conditioner is amazing. I wish they would make it ins full bottle that I could buy at the store. The cost is great compared to the salon!
    Did you find this review helpful?

    Lovely

    4 out of 5 stars
    nicoler369_4918 - 5 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] The packaging was a basic box dye, nothing fancy. It smells like typical hair dye smell. I don’t see a shine. The application process really simple really easy. I love the color of my hair perfect for summer.
    Did you find this review helpful?

    Great for covering gray hair!

    4 out of 5 stars
    - 5 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] I love this hair dye. Took no time to saturate the hair. Left it so glossy and soft. Didn't smell too strong either! Covered my grays very well!!!!
    Did you find this review helpful?

    Shiny & no grays

    5 out of 5 stars
    yahairar24_4883 - 5 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] I’m obsessed! The no-drip gel made coloring my hair a breeze—no mess, no stress. The shine serum? Magic. My curls came out soft, glossy, and bold. That rich black shade covered every gray and gave me serious salon vibes right at home. This is definitely my new ride-or-dye!
    Did you find this review helpful?

    It covered my grays

    5 out of 5 stars
    mommacisko_7922 - 6 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] I’ve tried a number of at-home hair color kits, and L’Oréal’s Superior Preference in Medium Golden Brown stands out as one of the best for both color payoff and longevity. The shade is a rich, warm brown with subtle golden tones that catch the light beautifully—perfect if you’re looking to add depth and warmth without going too dark or brassy. Application is straightforward thanks to the clear instructions and included conditioner. The formula has a slightly strong scent, but it’s not overwhelming, and it doesn’t irritate the scalp. One box provided even, consistent coverage on my medium-length hair, and it effectively covered my grays. Where this product really shines is in its fade-defying promise. After 6+ weeks, the color still looks vibrant, with only minimal fading—mostly at the tips. The included conditioner helps maintain shine and softness between washes.
    Did you find this review helpful?

    Stunning color!

    5 out of 5 stars
    kimberlyb262_3326 - 6 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] It works incredibly well. Very easy to apply and easy to clean if you get any stains on your skin. The color is very bright and really covers everything. It doesn't smell too strong. Very practical.
    Did you find this review helpful?

    Works on Dark Hair

    5 out of 5 stars
    jmd6957_1677 - 6 days ago
    originally posted on influenster.com
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    [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.
    Did you find this review helpful?

    Love it

    5 out of 5 stars
    fernandam166_3582 - 6 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] I just used my second box, I love that it leaves the hair super shiny and silky, it yields too much with a single box I was able to make the complete application along with my extensions
    Did you find this review helpful?

    Amazing hair dye

    5 out of 5 stars
    - 6 days ago
    originally posted on influenster.com
    Image
    [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.
    Did you find this review helpful?

    Gray hair

    5 out of 5 stars
    pattijeanlydy_592 - 6 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] I was so excited to receive 2 boxes of hair color. My hair soaks up the product so 2 made it perfect. Easy to follow instructions. I applied it myself. Great coverage and color
    Did you find this review helpful?

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