Sponsored
L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz
$12.99 ($2.00/fluid ounce)
In Stock
Eligible for registries and wish lists
Sponsored
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
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. 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
Product Warning: Not recommended for those with sensitive skin
Product Form: Liquid
Beauty Purpose: Hair Coloring
Processing Time: 25 Minutes
TCIN: 89437185
UPC: 071249682838
Item Number (DPCI): 063-01-0088
Origin: Imported
If the item details aren’t accurate or complete, we want to know about it.
Ingredients:
color gel: aqua / water, peg-4 rapeseedamide, alcohol denat., deceth-3, propylene glycol, ammonium hydroxide, laureth-5 carboxylic acid, dipropylene glycol, hexylene glycol, poloxamer 338, p-phenylenediamine, oleyl alcohol, hydroxybenzomorpholine, fragrance, ammonium thiolactate, m-aminophenol, erythorbic acid, 2,4-diamino-phenoxyethanol hcl, n,n-bis(2-hydroxyethyl)-p-phenylene-diamine sulfate, tetrasodium glutamate diacetate, hydroxyethyl-3,4-methylenedioxyaniline hcl, 2-amino-3-hydroxypyridine, octadecyl di-t-butyl-4-hydroxyhydrocinnamate, citric acid f.i.l. #t70033147/1, developer creme: aqua / water, hydrogen peroxide, cetearyl alcohol, trideceth-2 carboxamide mea, ceteareth-25, glycerin, phosphoric acid, tetrasodium etidronate, tetrasodium pyrophosphate, sodium salicylate f.i.l. #d209747/8, shine protect conditioner: aqua / water, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera / candelilla wax, amodimethicone, cetyl esters, isopropyl alcohol, fragrance, phenoxyethanol, sodium pca, trideceth-6, tocopheryl acetate, ethylhexyl salicylate, linalool, hexyl cinnamal, benzyl alcohol, chlorhexidine digluconate, cetrimonium chloride, limonene, amyl cinnamal, geraniol, benzyl benzoate, camelina sativa seed oil, citronellol f.i.l. #d255219/1' '
Allergens & Warnings:
● IF PRODUCT GETS INTO EYES, RINSE IMMEDIATELY., HAIRCOLOR CAN CAUSE AN ALLERGIC REACTION, ● THOROUGHLY RINSE HAIR AFTER APPLICATION., - YOU HAVE ALREADY HAD A REACTION TO A HAIRCOLOR PRODUCT., ● WEAR GLOVES PROVIDED IN KIT., USAGE ADVISORY - SAFETY WARNING, ● AVOID CONTACT OF THIS PRODUCT WITH EYES AND SKIN., ● DO NOT USE IF:, CAUTION: THIS PRODUCT CONTAINS INGREDIENTS WHICH MAY CAUSE SKIN IRRITATION ON CERTAIN INDIVIDUALS AND A PRELIMINARY TEST ACCORDING TO ACCOMPANYING DIRECTIONS SHOULD FIRST BE MADE. THIS PRODUCT MUST NOT BE USED FOR DYEING THE EYELASHES OR EYEBROWS; TO DO SO MAY CAUSE BLINDNESS., ● WAIT AT LEAST 14 DAYS AFTER BLEACHING OR PERMING OR RELAXING BEFORE COLORING., ● IF YOU HAVE A TATTOO, THE RISKS OF AN ALLERGIC REACTION MAY BE INCREASED., ● DO NOT USE OVER COMPOUND HENNA OR PROGRESSIVE COLOR., IMPORTANT: HAIRCOLOR CAN CAUSE AN ALLERGIC REACTION WHICH IN CERTAIN RARE CASES CAN BE SEVERE. THEREFORE, YOU MUST FOLLOW THESE PRECAUTIONS:, - YOU HAVE A SENSITIVE, ITCHY OR DAMAGED SCALP., ● PERFORM A SKIN ALLERGY TEST 48 HOURS BEFORE EACH USE OF THIS PRODUCT (SEE THE INSERT). REMEMBER TO BUY YOUR PRODUCT 2 DAYS AHEAD OF TIME., ● KEEP OUT OF THE REACH OF CHILDREN. DO NOT APPLY ON CHILDREN.Shipping details
Estimated ship dimensions: 6.38 inches length x 3.55 inches width x 2.32 inches height
Estimated ship weight: 0.573 pounds
We regret that this item cannot be shipped to PO Boxes.
This item cannot be shipped to the following locations: American Samoa (see also separate entry under AS), Guam (see also separate entry under GU), Northern Mariana Islands, Puerto Rico (see also separate entry under PR), United States Minor Outlying Islands, Virgin Islands, U.S., APO/FPO, Alaska, Hawaii
Return details
This item must be returned to any Target store.
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 - 7 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: Does L’Oréal preference 9N contain ammonia?
submitted by paperhearts - 4 months ago
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 - 4 months agoBrand expertA: 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 - 4 months agoBrand expert
Q: will this cover white hair
submitted by Indiana - 2 years 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 - 2 years 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 - 2 years 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 - 6 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 - 6 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 - 10 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 - 6 years ago
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 - 6 years agoA: 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 - 6 years agoBrand expert
Q: Will using 8G after weeks damage my hair. I need it done now but also wa t to redo it in 4 weeks for a special occasion.
submitted by Ar - 25 days ago
A: Hi Ar. We would like to assist you in the best way regarding Superior Preference 8G. Please contact us directly at 800-631-7358 M-F 9am to 5:30pm EST. We look forward to hearing from you.
submitted byL'OrealParisProductExpert - 22 days agoBrand expert
Q: i am totoally bright white hair, great color I want to go blonde any suggestions.
submitted by pepe - 4 months 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 - 3 months 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 - 8 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 - 8 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 - 10 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 - 6 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 - 1 year 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 - 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 6898 reviews
effectiveness: 3.17 out of 5
quality: 3.15 out of 5
value: 3.06 out of 5
52% would recommend
386 recommendations
2 out of 5 stars
Thumbs down graphic, would not recommend
26 October, 2025Verified purchase
Doesn't cover greys
Just spent almost an hour dying my hair just to have all the greys still there. I even let it sit for extra time. Damaged my hair for nothing. Very disappointed.
2 out of 5 stars
23 October, 2025
originally posted on lorealparisusa.com
Wrong color
I have used this hair color before but this time I just put on 8UA, ultra ash medium blonde and it came out brown.
3 out of 5 stars
23 October, 2025Verified purchase
(no review title)
Color came out reddish brown,
4 out of 5 stars
23 October, 2025
originally posted on influenster.com
Good well known brand
[This review was collected as part of a promotion.] Good well known brand, usually good product. I haven't gotten to doing my review for months because I had just dyed my hair jet black before I knew I was going to receive this product. I had tried to use it over dark hair and it didn't even touch it. Must be over natural lighter hair. Now that my dark hair has faded, I'm thinking of adding some blonde to my faded out jet black hair.
5 out of 5 stars
22 October, 2025
originally posted on influenster.com
Rich Color
[This review was collected as part of a promotion.] Literally obsessed with this hair dye - the color is so good. I got “soft black” and it’s a really rich color - not too dramatic but still bold and shiny.
1 out of 5 stars
22 October, 2025
(no review title)
Did literally nothing my hair is the same color
1 reply from L'OrealParisProductExpert team - 8 days ago
Hi Madion. Thank you for reaching out to L'Oreal regarding the Superior Preference Hair Color. We are sorry your results were not what you were expecting. We’d like to help! Please call us at 800-631-7358, M-F, 9am-5:30pm, ET and provide us with your case #43321562. Please have the product with you when you call. Looking forward to hearing from you!
5 out of 5 stars
21 October, 2025
originally posted on lorealparisusa.com
Nice!
Easy, great color, long lasting, good grey coverage.
1 out of 5 stars
19 October, 2025
originally posted on lorealparisusa.com
Disappointing
I have been using Preference 6 1/2 G for more than twenty years. Loved the product. This time, my hair has a deep orange tone. I hate it. Don't know what changes you made to the product but it doesn't work for me. Worse now is I will have to muddle through and find a color that works. This takes time and money. Very disappointed.
1 reply from LeCare team - 9 days ago
Hi NS112. Thank you for reaching out to L'Oreal regarding the Preference Haircolor. We are sorry your results were not what you were expecting. We’d like to help! Please call us at 800-631-7358, M-F, 9am-5:30pm, ET and provide us with your case #43279615. Please have the product with you when you call. Looking forward to hearing from you!
5 out of 5 stars
18 October, 2025
originally posted on influenster.com
Great product!
[This review was collected as part of a promotion.] This blonde hair color was amazing. We ended up using it on my grandmother to dye her hair not only is the color exactly what was expected, but the application process was seamless. The packaging was easy to follow and the smell really wasn’t very bad. I think overall, this is a great product and it didn’t feel like you were harming your hair as much as you would a at home product would definitely recommend. The shade of blonde is also so perfect for what we wanted. I think the multitude of shades is something that. L’Oreal does very well.
5 out of 5 stars
18 October, 2025
originally posted on influenster.com
Gorgeous result
[This review was collected as part of a promotion.] This worked perfectly in lightening my hair. My hair is silky smooth and so healthy. This was super easy to use and I’m surprised by the effectiveness of a box dye!
5 out of 5 stars
13 October, 2025
originally posted on lorealparisusa.com
The best natural red I've tried
This is the most natural-looking red I've ever tried! It's literally the perfect ginger color. I have people stop me in public to comment on it all the time. (My go-to response now is "OMG thank you! It’s fake! 💁♀️" and then I direct them to the L'oreal website lol) My natural hair color is what the youth™️ are calling "old money blonde" but what I've always called "dirty dishwater blonde". Unfortunately, I am also paler than a ghost. (A kid in middle school looked at me and said, "wow! I didn't know that white came in neon!"...ok ouch.) Getting to the point, the combo of my natural hair and complexion meant that I must have looked like a dying victorian orphan because I had 2-3 people PER WEEK ask me if I was OK, was I sick, had I been crying etc. Well not anymore! This shade is so flattering and natural-looking with my pasty, pasty skin that everyone just goes, "ah, a ginger. She's supposed to look like that." I've been using this for about 3 years and it's so real-looking that some of my coworkers have no idea I'm not actually a redhead 🤭
2 out of 5 stars
30 September, 2025
originally posted on influenster.com
If it’s your only option for color
[This review was collected as part of a promotion.] Now, with this item…so I’m a cosmetologist; I’m not a fan of box hair dyes. I applied it to a mannequin doll, it covered as it should. Scent was strong and the shine was just not there for me. I would not recommend or use honestly.
1 reply from LeCare team - 29 days ago
Hi yolandas31_6789. Thank you for reaching out to L'Oreal and sharing your comments on the Preference Haircolor. Feedback from our consumers is very important to us and helps us improve all of our products! We appreciate you sharing your experience. We thank you for giving this product a try as we will be passing on your comments to others in our team. We hope you continue using our products!
5 out of 5 stars
30 September, 2025
originally posted on influenster.com
I like it
[This review was collected as part of a promotion.] I really liked it because it doesn’t have a strong smell, it’s very easy to apply and it has very good coverage. Leaves the hair very shiny. The packaging is practical
5 out of 5 stars
30 September, 2025
originally posted on influenster.com
Excellent quality!
[This review was collected as part of a promotion.] This hair color exceeded my expectations. I have very thick , wavy, and textured hair, which tends to get very frizzy and brittle. This color didn’t strip my hair of its moisture ~ in fact it made it feel more smooth, silky, and lustrous. It was easy to apply. The color was very vibrant and long lasting. It also gave my hair a sheen that got me many compliments!!! I highly recommend it!!!
4 out of 5 stars
28 September, 2025
originally posted on influenster.com
It’s cute, okay?
[This review was collected as part of a promotion.] I decided to add this product to an upcoming hair experiment I was trying. The packaging was straight forward and easy to apply, the shine was great and not brassy. The smell was interesting and almost made my nervous to the amount of bleach.
1 out of 5 stars
26 September, 2025
originally posted on lorealparisusa.com
Used to love this shade.
I just purchased a box of champagne blonde, and now I’m afraid to use it after reading all of the reviews. I have lightened my hair and I was going to try and get rid of the brassy tones, but the reviews say that the colors have gold or red tones now + I don’t want to damage my hair like the reviews say it does now.
1 reply from LeCare team - 30 days ago
Hi Gail 123! Thank you for your interest in using Superior Preference, 8.5A-Champagne Blonde. If your natural hair color in not in the color guide on the box, it would not be a shade recommended for you. Please take a look at the before pics on the box. Your hair should be one of the 3 before pics given(natural color) not color treated. We appreciate your comments and will be sharing them with others in our company.
5 out of 5 stars
24 September, 2025
originally posted on influenster.com
Grays be gone
[This review was collected as part of a promotion.] The shine and coverage were excellent when I tried this product. The application was extremely easy to follow. The scent is light and fresh. The packaging of the items was easy to open and use.
4 out of 5 stars
Thumbs up graphic, would recommend
21 September, 2025
READ THIS PLSSS FOR THE COLOR LB02
okay do not listen to the instructions plsss. as someone who has been dying/ bleaching their thin ahh hair for years and straightness it pls do the roots first and leaving in for 15min then keeps it on and do the ends then wait 45min and rinse the darker your hair is the longer you should leave it in for, and if its still a yellow color pls pls pls spend the 10$ on the L'Oreal purple shampoo. and also don't worry about the smell its normal...Also use the purple shampoo regularly bc it can fade into a a darker blonde
3 out of 5 stars
17 September, 2025
originally posted on lorealparisusa.com
Peeled the skin off my forehead
I usually use Loreal Nice & Easy. Preference is a strict downgrade. Preference is stinkier, runnier, more toxic fumes, and the conditioner is almost impossible to rinse out. And I've NEVER had a hair dye peel the skin off my forehead before! Save half your money and get Nice & Easy instead.
5 out of 5 stars
13 September, 2025
originally posted on influenster.com
I love it!
[This review was collected as part of a promotion.] The perfect black shade! Doesn’t fade quickly! Loved it so much! Me and my husband use this product all the time! Super easy to use and super reliable!