$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Permanent Dark 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 Dark 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: 11475704
UPC: 071249253038
Item Number (DPCI): 063-01-0826
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, p-phenylenediamine, sodium metabisulfite, resorcinol, erythorbic acid, n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate, m-aminophenol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, alpha-isomethyl ionone, eugenol, 2,4-diaminophenoxyethanol hcl, linalool, citronellol f.i.l. #d33262/3, 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: 2.51 inches length x 3.49 inches width x 6.44 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: keep in mind color will not lighten color, you will need to use color oops then color.
submitted byCheri - 3 years agoA: 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 agoBrand expert
Q: Does L’Oréal preference 9N contain ammonia?
submitted by paperhearts - 24 days ago
A: Hey, Great question! Yes, the L'Oreal Paris Superior Preference does contain ammonia. 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 - 23 days agoBrand expertA: Hi there. We appreciate you reaching out regarding our Superior Preference Permanent Hair Color. All the ingredients we use in a product are listed on the package or the label of the product itself. For products too small to accommodate the list, a separate ingredient list is available on the display unit in the store for your convenience. Since some ingredients are known by more than one name, we use the standard industry FDA-recognized names.
submitted byL'OrealParisProductExpert - 19 days agoBrand expert
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 agoBrand expertA: 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 agoBrand 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 agoBrand expertA: I believe dark ash blonde. The dark brown roots may look reddish unless there is an ash undertone (at least mine do.)
submitted byYoda - 6 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 agoBrand expertA: 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 - 5 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 - 5 months agoBrand expert
Q: I have light brown / blond hair. What color to make it a little more blonde without looking brassy
submitted by Granda D - 6 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 - 2 months agoBrand 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 - 8 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 - 8 months agoBrand 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 agoBrand 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 agoBrand 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 6723 reviews
effectiveness: 3.2 out of 5
quality: 3.18 out of 5
value: 3.09 out of 5
52% would recommend
374 recommendations
Great color
5 out of 5 stars
cinthias1_103 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received the superior preference fade, defying shine hair color, dark brown unfortunately I wasn’t able to use it, but I was able to use it on my mother-in-law for my wedding and it looked super natural on her. The color was perfect. She didn’t have complaints about the smell or being too harsh on her scalp. it was easy application.
Beautiful hair.
5 out of 5 stars
Thumbs up graphic, would recommend
Hair - 4 days ago, Verified purchaser
I Love that it lighted my roots
No
1 out of 5 stars
Thumbs down graphic, would not recommend
User12 - 4 days ago, Verified purchaser
Deposited very little color, even after following the directions to a T
Scalp felt itchy
5 out of 5 stars
glofinds_1284 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The application process was very easy to follow and apply, i used it on my moms hair and she didn’t like the itchy feeling that she experienced while she waited. It was very uncomfortable for her, she really liked the dark blonde color but wished she had a better experience.
Too runny.
3 out of 5 stars
velvetcelieste_2937 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I gave 3 stars because the product is so runny. I could not keep it off the floor, cabinet, and my face. That was horrible. I do expect some to get on my my face but very little with the other product I use. The scent was like hair colour. However, it did cover my roots. Now to wait and see how long the gray coverage lasts. The product was sent to me by #influenster and @ loreal free for my honest review.
Highly Recommend
5 out of 5 stars
notesofhoneyco_5667 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The packaging is always great and has all the supplies needed for full coverage. The dye leaves my hair with the perfect shine. There is some smell but not too bad. When you wash the dye out, it has a salon smell that lasts until you wash your hair again. This is my go to hair dye!
Wonderful alternative to spendong a fortune
4 out of 5 stars
Thumbs up graphic, would recommend
BRF - 8 days ago, Verified purchaser
Just use as close to the directions as possible
Not for gray coverage
3 out of 5 stars
vickisa0d3_6952 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The application process of this product is great. The smell was comparable to other products. Packaging was very nice. Only con for me was the coverage. After two washes I started to see my grays appear again.
Deep deep brown with shine
5 out of 5 stars
- 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Absolutely love a good dark brown ! I love that this offered a deep shine . After about 20 washed it does start to fade . I would recommend washing your hair in cold water .
AWFUL
1 out of 5 stars
SUTTY - 10 days ago
originally posted on lorealparisusa.com
I HAVE USED DARK ASH BROWN FOR YEARS. BUT THIS NEW FORMULA IS TERRIBLE. IT NOW HAS WAY MORE RED - WHICH I HATE. THE COLOR DOESN'T LAST TWO WEEKS, PLUS THE SMELL IS AWFUL. WHY IN THE WORLD DID YOU CHANGE THE OLD FORMULA? I WILL BE FINDING AN ALTERNATIVE TO YOUR PRODUCT.
Easy to use
5 out of 5 stars
nyssag960c_2729 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love this color. It brightened up my already blonde highlights. I added a little extra to the roots of my existing blonde highlights to refresh them. We threw a little bit at my daughter‘s hair to lighten up her mouse brown colored hair so she could have a little summer fun easy enough to put on smells not too bad
Good coverage
5 out of 5 stars
jrsands426_8510 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Great coverage. Comes with everything needed. Easy application. Not a very overpowering scent. Left my hair feeling conditioned and not dried out with a nice shine.
Blackest Black!
5 out of 5 stars
kassandram97_1575 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I got this and gave it to a friend to use since my hair stylist told me not to use it. She loved it and it looked stunning on her! Would definitely use if I could!
Mess free
5 out of 5 stars
valeriea112_3586 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I really like how easy it was to use this dye, and it didn’t make a mess at all. The smell was very mild and it did an excellent job at covering all the gray hairs.
Great hair color
5 out of 5 stars
- 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Love how the color full coats each strand of hair and just have full coverage. The quality of the product is just amazing its thick and is each to apply to your hair and wash out as well.
Great color that’s bold, shiny, and gentle on natu
5 out of 5 stars
adorableme_7916 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I tried the L’Oréal Paris Superior Preference in Natural Black and I really liked it! The color came out super rich and glossy, not dull at all. The instructions were easy to follow, and it didn’t have that super strong chemical smell. I have natural textured hair and was a little nervous, but it didn’t dry it out or mess with my curl pattern. My hair actually felt soft afterward, which was a nice surprise. The shine is so pretty and it’s holding up really well so far.
Beautiful
5 out of 5 stars
amyccbd8_4223 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This color was slightly too dark for me but my aunt loved it. The color looks super rich and shiny. She was super happy with the results and it’s lasted quite some time! She will be purchasing again.
Reliable Gray coverage with a glossy finish
4 out of 5 stars
miami_steph_4235 - 14 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I use L’Oreal superior preference for dark brown on my mother to cover her grays, and it worked really well. The color came out rich and natural, with full coverage and a healthy shine. Application was easy, though the gloves were a bit flimsy and the scent was strong, so ventilation is a must. The formula spread evenly, didn’t drip, and the conditioner left her hair, soft and smooth. The packaging is simple, but has everything you need. If you’re looking for a solid at home color with lasting results and strong gray coverage this one delivers. Just be ready for the chemical scent and grab a better glove if you can.
Great coverage. No bad smells!
5 out of 5 stars
reginap61_751 - 14 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] It covered my roots and my previous vivid color! Packaging was the usual pretty straight forward stuff. The conditioner smelled amazing and left my hair feeling just the same and super shiny!
Great color
4 out of 5 stars
heathercb0a2_7580 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair dye is ok, I didn't use it personally, because I had just gotten highlights in my hair, however I did my daughters hair. The color itself is beautiful, however, it doesn't do a real good job on dark roots, I have used alot of box hair dyes, and although they're a good color lift, they dont do a great job on dark roots. I will say box hair dyes have come a long way, the smell is not at all over bearing, and the blonde color is very pretty, and bright. I just wish they had a stronger formula for roots.