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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
$12.99 when purchased online
Target Online store #3991

About this item

Highlights

  • Our true gold standard of hair color and shine since 1973
  • Fade-defying color for up to 8 Weeks and shine system
  • Available in over 50 luminous shades
  • Includes our color protective Care Supreme Conditioner formulated with Camelina Oil, anti-oxidant Vitamin E and UV filter

Description

L'Oreal Superior Preference Hair Color – our gold standard in luxurious permanent hair color since 1973. Superior Preference at-home hair coloring kit is special because it delivers super shiny luminous hair color. Preference gives you long lasting hair color that’s fade-defying for weeks and weeks. From root to tip whether you have blonde hair, brown hair, black hair or red hair color, your color won’t look dull or brassy. We pair our translucent gel hair dye formula with our exclusive Care Supreme Conditioner with Shine Serum that help keep color vibrancy and provides silky and shiny hair. Preference is available in over 50 Luminous Shades. Our Luminous Blonde shades range across a wide spectrum from light blonde to dirty blonde, honey blonde to red blonde and strawberry blonde to champagne blonde. Our rich Brown shades range across the spectrum of ash brown to sun-kissed caramel brown. Our deep Red shades range from dark red to auburn and copper to mahogany to burgundy. Each shade is crafted to show infinite tones and reflects, so you can find your own Superior Preference signature.

Packaging may vary, what you receive may not be what is reflected on site.


Instructions vary by shade. For complete instructions, please refer to package insert located inside hair color box.

Important: Haircolor and bleaches contain ingredients which may cause allergic and/or other types of reactions. A skin allergy test is required 48 hours before each use of a haircolor product. Bleaches contain persulfates. Bleaches and high-lift haircolor shades cannot be used on relaxed hair; for other haircolor shades, wait at least 14 days after bleaching, relaxing or perming before coloring. This is a safety summary. Read all product labeling and instructions completely prior to use.
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: 11475708
UPC: 071249253199
Item Number (DPCI): 063-01-0842
Origin: 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, erythorbic acid, resorcinol, p-phenylenediamine, alpha-isomethyl ionone, eugenol, linalool, citronellol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, 2-methylresorcinol, m-aminophenol f.i.l. #d33265/2, 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: 2.32 inches length x 3.53 inches width x 6.35 inches height
Estimated ship weight: 0.58 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 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

Q: Does L’Oréal preference 9N contain ammonia?

submitted by paperhearts - 1 month 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 - 1 month ago
    Brand expert
  • A: 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 - 1 month ago
    Brand 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 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 - 7 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: i am totoally bright white hair, great color I want to go blonde any suggestions.

submitted by pepe - 19 days ago
  • A: Hi there, pepe! Thank you for reaching out about our Superior Preference Hair Color. Our hair color experts are happy to help find your perfect blonde shade! Our Customer Service hours of operation are Monday – Friday, 9 AM – 5:30 PM (ET) at 1-800-322-2036. We're looking forward to speaking with you!

    submitted byL'OrealParisProductExpert - 11 days ago
    Brand expert

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 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 - 7 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 - 3 months 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 - 9 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 - 9 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

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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 6759 reviews
    effectiveness: 3.19 out of 5
    quality: 3.16 out of 5
    value: 3.07 out of 5
    52% would recommend
    379 recommendations

    More red tones than I wanted.

    3 out of 5 stars
    Thumbs up graphic, would recommend
    Cinthia - 4 days ago
    It’s a really nice color but this ash brown is lighter than the Excellence ask brown. My roots were a little red… let’s see how it develops. If it turns red I need to go back to Excellence.
    effectiveness: 4 out of 5
    quality: 4 out of 5
    value: 3 out of 5
    Did you find this review helpful?

    Great choice

    5 out of 5 stars
    Thumbs up graphic, would recommend
    Loreal - 5 days ago, Verified purchaser
    It’s a great product. I always purchase this color. It’s super shine and true color. Love it
    effectiveness: 5 out of 5
    quality: 5 out of 5
    value: 5 out of 5
    Did you find this review helpful?

    Smell to strong

    1 out of 5 stars
    Thumbs down graphic, would not recommend
    Samanta G - 6 days ago, Verified purchaser
    It did not work for me also the smell is too strong.
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    Did you find this review helpful?

    Easy but takes time

    3 out of 5 stars
    michiermartins_8861 - 6 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] Easy to follow, however i have dark hair and it states it would lighten it and it did somewhat but not as much as it stated. Smell is strong. Process is easy.
    Did you find this review helpful?

    Great hair dye

    5 out of 5 stars
    livelovekits_8971 - 9 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] I love this product. I can’t go a couple weeks without having to color my roots. This shade matches so well leaving my hair shiny and looking healthier than before. The box of color come with the color, developer, conditioner and instructions. Its smell can be strong to some people. I would definitely recommend this hair dye.
    Did you find this review helpful?

    Shiny and healthy

    5 out of 5 stars
    racheleraranewcomb_7033 - 10 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] My daughter used this on my hair and it really brightened up my hair and it feels so good!!! The L’Oréal Superior Performance Fade Defying Shine Hair Color in Dark Blonde, and I couldn't be happier with the results! The application process was easy and mess-free, and the color turned out beautifully vibrant with a stunning shine. It covered my grays effectively and maintained its richness even after a few weeks. My hair feels healthier and looks radiant. I highly recommend this product to anyone looking to enhance their hair color without compromising on quality!
    Did you find this review helpful?

    Don't Buy

    1 out of 5 stars
    Thumbs down graphic, would not recommend
    grussell07 - 10 days ago
    Didn’t do anything besides lighten roots and barely darkened the blonde pieces in my hair. Instructions regarding the color and developer were not very clear. I lost a lot of hair during the rinse and wash, and my scalp burned during the process. Strong chemical smell, too.
    1 reply from L'OrealParisProductExpert team - 7 days ago
    Hi there! We are so sorry to hear about your experience with our Superior Preference 5 Medium Brown. 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!
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    Did you find this review helpful?

    Fantastic Natural Color

    5 out of 5 stars
    KathyS - 12 days ago
    originally posted on lorealparisusa.com
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    I am a redhead naturally.This keeps my color natural
    2 guests found this review helpful. Did you?

    New formula is awful!

    1 out of 5 stars
    Thumbs down graphic, would not recommend
    df0803 - 12 days ago
    The dark ash brown had entirely too much red undertone for some reason and gave me hot roots- I have been coloring my hair (at home, with this product) for YEARS and never had an issue until recently.
    1 reply from L'OrealParisProductExpert team - 11 days ago
    Hi there! Thank you for reaching out about our Superior Preference Hair Color. Oh no! We're so sorry to hear your trusted at-home color gave you unexpected red undertones and "hot roots" this time. We understand how frustrating that is, especially after years of loyalty. Hair can sometimes react differently to color over time due to various factors. Please reach out to our customer service team for personalized advice and solutions!
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    1 guest found this review helpful. Did you?

    Good

    5 out of 5 stars
    erikav51_6411 - 12 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] I loved it, it has super good coverage, good aroma, packaging and the wonderful result, I recommend it, I will continue using it, thank you, the price is absolutley
    Did you find this review helpful?

    HORRIBLE new formula -- reddish tone added!

    1 out of 5 stars
    nanderrs - 13 days ago
    originally posted on lorealparisusa.com
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    Why the color change??? First you ruin your mascara with formula change -- now your Preference hair color. What is going on at Loreal Paris?? Have used Preferance #8 blonde for many many years. Recently, right before the box change, this color much much more strawberry red -- my scalp becomes red stained for 2 days after coloring, doesn't color grey as well, doesn't last more than 2 weeks, hair not nearly as shiny, much more brittle. Why change a good formula. Now switching to Schwarzkkopf before I totally ruin my hair.
    Did you find this review helpful?

    Longtime user, not anymore!

    1 out of 5 stars
    JRGL - 15 days ago
    originally posted on lorealparisusa.com
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    Hate, hate, hate the new formula! I had bought out your old formula in all the local stores once I saw you were changing your formula, again. I was worried about what reaction I would have to it and what change in color the new formula might create for my hair. I was right to worry. After I ran out of the old formula I bought 2 of the new to have in hand when I needed to dye my hair again. The color I always buy, 9G light golden blonde, turned my hair orange and then, over time, faded out to a not lovely shade of yellow. I did use the second box to see if the first box was just a fluke or had an isolated issue with the formula. This time my hair turned marigold yellow not the wonderfully natural shade of blonde I have loved for over 30 years of using your product. The new formula also foams up so much while applying it (there were actual bubbles in the applicator) that it kept splashing off my gloves onto my face and near my eyes while using it. I had to keep stopping to wipe it off my face and my gloves throughout the dying process. All you did was solve dripping and create a new problem that seems much worse than the first! Needless to say I’m done using L’Oréal! I’m guessing I won’t be alone.
    Did you find this review helpful?

    Excellent Hair Dye

    5 out of 5 stars
    veronicar280_7010 - 16 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] I recently decided to try L’Oréal Paris Preference Permanent Black Hair Color, and I have to say, I’m thoroughly impressed with the results. As someone who has dyed their hair multiple times, I was a bit skeptical about how well this product would work, but it exceeded my expectations. First off, the application process was straightforward. The included instructions were clear, making it easy to mix and apply the color. I appreciated that the formula was creamy and didn’t drip, which made the application less messy than other dyes I’ve used in the past. I was able to cover every strand without any hassle. The scent was surprisingly pleasant—much better than some other hair dyes I’ve encountered. I didn’t feel overwhelmed by strong chemical odors, which made the experience more enjoyable. After leaving the dye on for the recommended time, I rinsed it out and followed up with the conditioner provided in the box. My hair felt soft and manageable right away. The color payoff is where this product really shines. The black is rich and vibrant, giving my hair a stunning, glossy finish. I’ve received so many compliments from friends and family, and I love how it looks in the sunlight. It’s the perfect shade of black—not too harsh and not too flat. What I also appreciate is the longevity of the color. It’s been several weeks, and I’m still seeing minimal fading, which is a huge plus for me. The color has remained true to its initial vibrancy, and my hair feels healthy, which is a testament to the quality of the formula. Overall, I would highly recommend L’Oréal Paris Preference Permanent Black Hair Color to anyone looking for a reliable and effective hair dye. It delivered on all fronts, from application to color payoff and longevity. I’m definitely planning to repurchase for my next touch-up!
    1 guest found this review helpful. Did you?

    Prefference Loreal

    5 out of 5 stars
    Ladybuggg - 16 days ago
    originally posted on lorealparisusa.com
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    Cover gray and last, the color is vibrant and classy
    Did you find this review helpful?

    Rich, Lasting Color with Great Shine ✨🖤

    4 out of 5 stars
    honeyyboo24_8077 - 17 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] I used the L’Oréal Paris Superior Preference in Soft Black and I’m genuinely impressed! The color came out rich and vibrant, and the shine is gorgeous—it gave my hair a sleek, healthy look. The instructions were clear, and the process was easy to follow. I appreciate that the formula didn’t have an overpowering scent and it didn’t leave my hair feeling dry afterward. I’ve washed it a few times already, and the color is holding up beautifully with minimal fading. Definitely a great choice for anyone wanting a long-lasting, glossy black!
    Did you find this review helpful?

    Black

    3 out of 5 stars
    kelseaa4_4229 - 17 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] This is a great black color! It looks silky on hair! Okay scent. Easy application and easy to open packaging. Not too hard to apply on yourself since it is an all over color.
    Did you find this review helpful?

    A nice golden brown with some shine

    5 out of 5 stars
    dorkus_6049 - 18 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] The images are a before and after. My hair was getting really light (with greys poking through) but I didn’t want the color to be too dark since it’s summer time and my hair would naturally get lighter. This was the perfect medium golden brown color to darken my hair up a little and get rid of the greys, but not make it too dark. The dye was easy to use by following the instructions. I like when box dye isn’t more than 3-4 steps. It also didn’t take very long from start to finish, much shorter than if I were to go to a salon. I do feel like the color has some shine to it when you get into the light as well. I’m happy with the results and I would buy this brand and color again.
    Did you find this review helpful?

    Hair coloring

    3 out of 5 stars
    adcastlop_3672 - 20 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] Effective hair dye. Easy to apply. Clear detailed instructions. Smooth application. Smell a little strong but not overpowering. Great coverage.
    Did you find this review helpful?

    Good coverage a tiny bit messy.

    5 out of 5 stars
    anasofiad_3251 - 20 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] The scent was a little strong and it seemed to be a little bit more liquid than I’m used to. Not sure if this is the norm but overall the coverage was good and the after application conditioner left my hair pretty soft. Everything comes in the box which is obviously crazy convenient!
    Did you find this review helpful?

    verry goood

    4 out of 5 stars
    psn_5353 - 20 days ago
    originally posted on influenster.com
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    [This review was collected as part of a promotion.] I’ve been using the Superior Preference Fade Defying Shine Permanent Hair Color in 3 Soft Black, and I have to say, I’m really impressed with the results! The color is rich and vibrant, giving me a deep, glossy black that looks natural and full of shine. What I love most is that it’s true to its name—fade defying. The color has stayed vibrant for weeks without losing its depth, even with regular washes. Plus, the shine it gives is beautiful and noticeable, without being too artificial. My hair feels soft and nourished afterward, and I didn’t experience much dryness or damage. The only reason I’m giving it 4 stars instead of 5 is because of the application process. It’s not difficult, but it can get a little messy, so be sure to cover up! Also, the smell during the coloring process is a bit strong, though it fades quickly. Overall, it’s a great product that I would recommend for anyone looking for long-lasting color and shine with minimal damage. Definitely a staple in my hair care routine!
    Did you find this review helpful?

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