$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Golden Brown 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 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: 11485689
UPC: 071249253083
Item Number (DPCI): 063-01-0831
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, 2-methylresorcinol, erythorbic acid, m-aminophenol, p-aminophenol, alpha-isomethyl ionone, 6-hydroxyindole, eugenol, linalool, citronellol f.i.l. #d33276/2, color optimizing creme: aqua/water, hydrogen peroxide, cetearyl alcohol, trideceth-2 carboxamide mea, ceteareth-25, glycerin, pentasodium pentetate, sodium stannate, tetrasodium pyrophosphate, phosphoric acid f.i.l. #d12836/18, care suprême® conditioner: aqua/water, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera/candelilla wax, amodimethicone, cetyl esters, isopropyl alcohol, alcohol denat., lecithin, tocopherol, sodium pca, oleth-10, ppg-5-ceteth-20, ethylhexyl salicylate, trideceth-6, chlorhexidine dihydrochloride, limonene, camelina sativa oil/camelina sativa seed oil, linalool, benzyl alcohol, benzyl benzoate, phosphoric acid, fragrance, geraniol, disodium cocoamphodipropionate, cetrimonium chloride, butylphenyl methylpropional, citronellol, hexyl cinnamal, amyl cinnamal f.i.l. #d158454/4
Shipping details
Estimated ship dimensions: 6.36 inches length x 3.51 inches width x 2.32 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: 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 expertA: 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 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 - 5 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 - 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 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 - 5 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 - 10 days 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 - 7 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 - 7 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
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 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 6575 reviews
effectiveness: 3.19 out of 5
quality: 3.17 out of 5
value: 3.08 out of 5
52% would recommend
368 recommendations
Horrible
1 out of 5 stars
Dar57 - 3 days ago
originally posted on lorealparisusa.com
What did you do to this color? Coated my hair with a gummy dirty feeling! Then it ruined my hair tons of breakage and frizzy , it’s a horrible mess!
Great job at concealing grays
4 out of 5 stars
farhanai2207 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have given this product to my mom to try out for me since i just had my hair colored. She has lots of whites so I felt that she was the perfect person to try out the hair color. She said it was easy application and it left her hair feeling very soft and smooth. She liked the color result she had. She will definitely be purchasing again
If you find the right shade, this product is great
3 out of 5 stars
kimberlys626_8534 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The color wasn't what I expected. It was too brassy. There are a lot of shades to choose from, so you should be good, but I chose the wrong shade. The instructions were great.
Easy to use
5 out of 5 stars
mariagfa88_4033 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] It does t have a strong smell, it is easy to use. And to give you a nice color, I will recommend this product, left my hair shining and with full coverage.
Not quite what I wanted
4 out of 5 stars
Thumbs up graphic, would recommend
Leslie - 4 days ago, Verified purchaser
The shade Light Auburn is too fake a red. I usually use L'Oreal Excellence in Light Auburn but mistakenly bought this one. I thought it wouldn't be that different but boy was I wrong. The red makes me feel like I'm in costume instead of my normal light auburn color. It also does not come with the special shampoo to wash out like the Excellence kit. This dye did cover my grays well and was thorough in coverage. Just be aware if you want a natural looking light auburn this is NOT it.
Great for some- just not me
3 out of 5 stars
ainsleyr5_8679 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I care a lot about the hair color I use on my hair. I wasn’t happy with the outcome of the texture after using this. Also the smell is never going to be great on hair color. The lack of shine was disappointing. Great packaging and straight forward instructions.
Great!
5 out of 5 stars
lee_martin84_6796 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I really enjoyed this hair dye. It was perfect for brightening up my natural Auburn hair, also at covering a few emerging grays! Unlike a lot of "box" hair dye, the color did not cover my shower after rinsing out. It actually stayed in my hair! Overall, it's a great drug store hair dye option.
Great Coverage But Dry & Dull Hair
3 out of 5 stars
shaharak_6276 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I wanted to give this product a higher rating because the coverage was excellent, but this dye left my hair extremely dry and dull. I feel like my hair just will not absorb moisture since using this. Very unfortunate.
Easy application and great results
5 out of 5 stars
julicasti85_6252 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love this hair dye because it made my hair shiny and soft. The bottle is easy to open since you just have to twist the cap. The shade is lovely, and I'm in love with the results.
Nice color and shine
4 out of 5 stars
anupas2_9139 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I liked the color I chose and think the color of the box matched the given result. The color was shiny at first but thru washes faded and dulled, which is expected.
Easy
5 out of 5 stars
purplebeauty_4641 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] If you are looking for light grey coverage that will not fade quickly, give this a try. It has a no drip formula and easy application method. Be sure to use the conditioner so that your hair is soft after coloring!
Didn't use
3 out of 5 stars
crickman143_8576 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I didn't try this product so I cannot give a fair review. An at home bleach system really worries me, so I am trying to give it to someone who will use it. I will update my review accordingly.
L'Oreal Pairs Superior Preference Dark soft Mahoga
5 out of 5 stars
amanda1222_4960 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Ok, I am sorry I don't have a picture to add to my review because I let my daughter use it to dye her hair. I can tell I was a little scared at first because I thought it was going to be too dark for her. She is a natural light blonde 👱♀️, but that mahogany color looks good on her. The chemicals were not too strong, and the smell was pleasant. I haven't seen any damage to her hair. it hasn't even started to fade, and it's been weeks, probably about 2 months or more now.
L’Oreal Paris permanent hair color, two natural bl
4 out of 5 stars
mrscrazeftw_4038 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Great packaging. It’s actually good hair color, a cover all my grades and my hair. It left my hair, nice and shiny with a good hair texture and honestly, I like it. I’ll recommend it.
Trust the process
5 out of 5 stars
leonellar1_889 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I absolutely loved this hair dye! I used the L’Oréal Superior Preference in 1 Ultimate Black, and while at first it looked super jet black—almost like a wig—don’t panic! Trust the process. After a couple of washes, it softened into the most beautiful, natural-looking black I’ve ever had. My hair looks rich, shiny, and healthy. The color held up really well, and it gave me full coverage with a radiant finish. Highly recommend if you want deep, lasting color that evolves into something stunning and natural.
Beautiful tone and color!!
5 out of 5 stars
noorukh_3052 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received the L’Oréal Superior Preference Fade-Defying Shine Permanent Hair Color in 7.5A Medium Ash Blonde complimentary from Influenster in exchange for my honest review—and I’m so impressed! 💁🏼♀️✨ The color came out beautifully cool-toned with no brassiness at all. It gave me that natural, salon-worthy blonde and left my hair feeling soft and shiny. Application was easy, and the fade-defying formula is really holding up—weeks later and it still looks fresh! 👱🏼♀️💫 @influenster #complimentary @lorealparis #HairGoals #LOréalParis #HairColorWin
Awesome coverage
5 out of 5 stars
kristleb81_4866 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Packing was perfect! The product was very easy to use. It’s usually hard to find a color that will dye my grey completely but this color did its job and more! My hair feels healthy and it’s shiny! I will purchase this product in the near future!
So nice
5 out of 5 stars
kitsanac_7842 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I did some parts of my hair but I love it. It makes my hair feel shiny and silky. Makes it look super pretty and so easy to do! I didn’t cover parts of my hair cause I still wanted my brown
Good color
3 out of 5 stars
ciaraa17_569 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Seems to be lasting some time. The color is easy to apply and the scent isn't the worst. Makes my hair feel soft. Doesn't see to fade a whole lot so far.
Rich, deep black that lasts!
5 out of 5 stars
theravencry_4964 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] So usually, before my hair grows out, the black will fade to a dark brown color. Not with this dye! It has resisted sun fading and washing out over the month I have had it. Loving this hair dye!!