$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.
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 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 - 2 months 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 - 2 months 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 - 1 month 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 - 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 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: i am totoally bright white hair, great color I want to go blonde any suggestions.
submitted by pepe - 23 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 - 15 days agoBrand 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 - 6 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 - 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 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 - 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 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
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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 6690 reviews
effectiveness: 3.19 out of 5
quality: 3.16 out of 5
value: 3.07 out of 5
52% would recommend
381 recommendations
Great color and easy to apply
5 out of 5 stars
Thumbs up graphic, would recommend
Cc - 2 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 - 2 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.
Try it you’ll love it!
5 out of 5 stars
prettiblakk_3616 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I've been using L'Oréal Superior Preference for a while now, and I couldn't be more pleased with the results. The color is rich, vibrant, and long-lasting, giving my hair a beautiful, salon-quality finish right at home. It covers grays perfectly and leaves my hair feeling soft, silky, and healthy. The application process is straightforward with clear instructions, and the conditioner included adds an extra touch of shine and smoothness. I always receive compliments on my hair color, and I love the confidence it gives me. Highly recommend for anyone looking for professional results without the salon price tag!
More red tones than I wanted.
3 out of 5 stars
Thumbs up graphic, would recommend
Cinthia - 8 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.
1 reply from L'OrealParisProductExpert team - 7 days ago
Hi Cinthia. Thank you for sharing your results regarding Superior Preference Permanent Hair Color. We will share your feedback with the others on our team.
Great choice
5 out of 5 stars
Thumbs up graphic, would recommend
Loreal - 9 days ago, Verified purchaser
It’s a great product. I always purchase this color. It’s super shine and true color. Love it
Smell to strong
1 out of 5 stars
Thumbs down graphic, would not recommend
Samanta G - 10 days ago, Verified purchaser
It did not work for me also the smell is too strong.
Easy but takes time
3 out of 5 stars
michiermartins_8861 - 10 days ago
originally posted on influenster.com
[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.
Great hair dye
5 out of 5 stars
livelovekits_8971 - 13 days ago
originally posted on influenster.com
[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.
Shiny and healthy
5 out of 5 stars
racheleraranewcomb_7033 - 14 days ago
originally posted on influenster.com
[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!
Don't Buy
1 out of 5 stars
Thumbs down graphic, would not recommend
grussell07 - 14 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 - 11 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!
Fantastic Natural Color
5 out of 5 stars
KathyS - 16 days ago
originally posted on lorealparisusa.com
I am a redhead naturally.This keeps my color natural
New formula is awful!
1 out of 5 stars
Thumbs down graphic, would not recommend
df0803 - 16 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 - 15 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!
Good
5 out of 5 stars
erikav51_6411 - 16 days ago
originally posted on influenster.com
[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
HORRIBLE new formula -- reddish tone added!
1 out of 5 stars
nanderrs - 17 days ago
originally posted on lorealparisusa.com
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.
Longtime user, not anymore!
1 out of 5 stars
JRGL - 19 days ago
originally posted on lorealparisusa.com
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.
Excellent Hair Dye
5 out of 5 stars
veronicar280_7010 - 20 days ago
originally posted on influenster.com
[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!
Prefference Loreal
5 out of 5 stars
Ladybuggg - 21 days ago
originally posted on lorealparisusa.com
Cover gray and last, the color is vibrant and classy
Rich, Lasting Color with Great Shine ✨🖤
4 out of 5 stars
honeyyboo24_8077 - 21 days ago
originally posted on influenster.com
[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!
Black
3 out of 5 stars
kelseaa4_4229 - 21 days ago
originally posted on influenster.com
[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.
A nice golden brown with some shine
5 out of 5 stars
dorkus_6049 - 22 days ago
originally posted on influenster.com
[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.