$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: 11485691
UPC: 071249253137
Item Number (DPCI): 063-01-0836
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, resorcinol, p-aminophenol, erythorbic acid, p-phenylenediamine, m-aminophenol, 2-methyl-5-hydroxyethylaminophenol, alpha-isomethyl ionone, eugenol, 2,4-diaminophenoxyethanol hcl, linalool, citronellol, 6-hydroxyindole, 2-methylresorcinol f.i.l. #d32569/2, 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: 2.31 inches length x 3.52 inches width x 6.97 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 - 14 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 - 13 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 - 9 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 - 4 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 - 4 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 6699 reviews
effectiveness: 3.2 out of 5
quality: 3.17 out of 5
value: 3.09 out of 5
52% would recommend
371 recommendations
Great coverage. No bad smells!
5 out of 5 stars
reginap61_751 - 4 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 - 4 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.
Perfectly golden
5 out of 5 stars
callmemrsgallego_9970 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Where are y’all has some of the best drugstore products have ever tried, and I don’t have to stress out about my results. I recently received the Loreal Paris superior preference faith, defying. Shine, permanent hair, color, 6.5 G light golden Brown and the shade. Looks like it would bring out the golden tones in my face. I having an easy date yet because I recently went to the hair salon, but this is definitely next on My list.
Great product I highly recommend this product
5 out of 5 stars
tracyw224_8952 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The color was absolutely perfect and it covered my grays so well it left my hair so shiny. The application process was very easy and it didn’t take long at all.
As expected.
5 out of 5 stars
amandaj271_6093 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair dye worked as expected. The kit was easy to use and pretty standard. I would have preferred it come with shampoo as well as conditioner like I have seen a few do, but that's not a huge deal. The conditioner tube was a good size. I used it to re-dye my roots from my natural dark blonde to a lighter color. The result was more golden than I was expecting, but still nice. The chemicals made my eyes burn a bit. I posted two pictures of the top of my head. The dark one is before and the lighter one is after.
The “New and Improved” formula is bad!
1 out of 5 stars
Shopper123 - 9 days ago
originally posted on lorealparisusa.com
I have been using Superior Preference color series for 10 years till last spring when they changed the formula. I loved the old formula. The “New and Improved” formula damages my hair and makes it very dry. Please bring back the old formula!
Great Hair Color
5 out of 5 stars
chkvazquez_4044 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The packaging is very simple and minimal. The instructions are easy to follow. The application process was also easy to follow. The color was the perfect black color added great shine to my hair. I loved the fact that a conditioning product was also included for after you shampoo your hair. The only con is the smell of the product is very strong you need to make sure you are in a very ventilated area when using this product.
Love it
5 out of 5 stars
yuliramm_3918 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I loved this made my hair darker super easy to apply and I always wear black dye so this was perfect for me made my hair look darker and shiny …… my favorite hair dye
Superior preference
4 out of 5 stars
shellyp34_1168 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received this product free in exchange for my honest review. This is a really good brand of hair dye. It is easy to apply with following the directions, it doesn't have a terrible harsh smell, and the overall turnout of the color looks great! It was easy to rinse out and didn't cause any type of damage to my hair. A few weeks in, and the color still looks good and hasn't faded with washing
Great color
5 out of 5 stars
vmelo617_7556 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Great deep color with shine to it! It was easy to use, follow directions and a gorgeous color. I would recommend it to anyone looking for a easy at home option for hair care
Reliable Hair Color that Offers Great Results
5 out of 5 stars
kennedy009_8768 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’ve been using L’Oreal Paris Superior Preference in 10NB Ultra Natural Blonde for a few months now and I’m always happy with the results. The color looks very natural and soft, and it lasts without fading in between colorings. My hair always feels soft and looks shiny afterward. The instructions are clear and easy to follow. It’s also a huge money saver compared to going to the salon. I can get great color at home for a fraction of the price! Overall, this is a reliable high quality hair color brand that I continue to use.
great
5 out of 5 stars
kate - 12 days ago
originally posted on lorealparisusa.com
[This review was collected as part of a promotion.] i love it iv been using this product for years and always will
Good product
5 out of 5 stars
cjones77_2172 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received 2 boxes of the dark brown it last for quite awhile. If your just using to cover your gray don't wash more than 5 times or use too many products color will fade faster.
Amazing
5 out of 5 stars
terrylheureux_7102 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Really good coverage, smells pretty nice actually not reeking of chemicals. Easy application I expect nothing less from L'Oreal as they are always my go-to product to purchase when I dye my hair. But the hair turned out great and didn't stain for too long like other brands I've tried.
Very nice black color
5 out of 5 stars
dominiquegc98c_439 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The packaging is very nice, the smell does smell good. The application process was very easy. Definitely left my hair feeling shiny .tge coverage was very good too!
L’Oreal hair dye
5 out of 5 stars
angelacd772_1468 - 16 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oreal is a life saver for does who can’t afford an expensive hair salon change making things easy and affordable. Love the availability of different colors. It was much needed for a hair color change and L’Oreal did its magic easy to read instructions and easy to apply left my hair soft and smooth with a shine to it
Dull
1 out of 5 stars
Tammy1970 - 17 days ago
originally posted on lorealparisusa.com
I've tried many red's from you and every single one was dull. I now use splash ombre red/orange & it's vibrant. If you can create a bright red/orange that's shiny and vibrant then I'll reconsider.
Love their products!
5 out of 5 stars
Kiminks - 17 days ago
originally posted on lorealparisusa.com
I love Preference by L’Oréal. I have used this hair product for over twenty years. Consistent results and never damaged.
Great shade.
5 out of 5 stars
cupcakejane_5635 - 17 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L'Oréal Superior Preference Permanent Haircolor in Medium Brown (Shade 5) is a highly reliable and impressive product. It delivers on its promises of rich, fade-defying color, excellent gray coverage, and a beautiful, high-impact shine. If you're looking for a dependable at-home hair color that yields professional-looking results and lasts, this is an excellent choice. 2 boxes were given but only 1 was used in these before and after photos.
Wrong color
1 out of 5 stars
Thumbs down graphic, would not recommend
YR - 19 days ago, Verified purchaser
I’ve used this brand and color before… this one was not right! Came out awful!
1 reply from L'OrealParisProductExpert team - 17 days ago
Hi there YR! Thank you for reaching out to us about the Superior-Preference-Cool-Blonde-Hair-Color, in the shade 5CB Chestnut Brown. We would like to speak to you directly so we can find the best suited product for you, please call us at 1-800-631-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.