EasterBlack-owned or founded brands at TargetGroceryClothing, Shoes & AccessoriesBabyHomeFurnitureKitchen & DiningOutdoor Living & GardenToysElectronicsVideo GamesMovies, Music & BooksSports & OutdoorsBeautyPersonal CareHealthPetsHousehold EssentialsArts, Crafts & SewingSchool & Office SuppliesParty SuppliesLuggageGift IdeasGift CardsClearanceTarget New ArrivalsTarget Finds#TargetStyleTop DealsTarget Circle DealsWeekly AdShop Order PickupShop Same Day DeliveryRegistryRedCardTarget CircleFind Stores

L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz

L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 2 of 4L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 3 of 4L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 4 of 4
L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 1 of 4
$11.99 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

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.
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 above aren’t accurate or complete, we want to know about it.

Ingredients:

color gel: 1285369 b aqua / water / eau, 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, parfum / fragrance, ammonium thiolactate, m-aminophenol, erythorbic acid, 2,4-diaminophenoxyethanol hcl, n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate, tetrasodium glutamate diacetate, hydroxyethyl-3,4-methylenedioxyaniline hcl, 2-amino-3-hydroxypyridine, octadecyl di-t-butyl-4-hydroxyhydrocinnamate, citric acid. developer creme: 1190015 aqua / water / eau, hydrogen peroxide, cetearyl alcohol, trideceth-2 carboxamide mea, ceteareth-25, glycerin, phosphoric acid, tetrasodium etidronate, tetrasodium pyrophosphate, sodium salicylate. shine protect conditioner: 1217043 a aqua / water / eau, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera / candelilla wax / cire de candelilla, amodimethicone, cetyl esters, isopropyl alcohol, parfum / 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.

Allergens & Warnings:

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., HAIRCOLOR CAN CAUSE AN ALLERGIC REACTION, Not recommended for hair that has been previously colored Black., Avoid contact of this product with eyes and skin. If product gets into eyes, rinse immediately. Wear gloves provided in kit. Thoroughly rinse hair after application. Do not use over compound henna or progressive color. Wait at least 14 days after bleaching, relaxing or perming before coloring. Keep product out of the reach of children. Do not apply on children., USAGE ADVISORY-SAFETY WARNINGS IMPORTANT: HAIRCOLOR CAN CAUSE AN ALLERGIC REACTION WHICH, IN CERTAIN RARE CASES, CAN BE SEVERE. THEREFORE, YOU MUST FOLLOW THESE PRECAUTIONS: DO NOT USE IF: You have already had a reaction to a haircolor product. You have a sensitive, itchy or damaged scalp. IF YOU HAVE A TATTOO, the risks of allergic reaction may be increased. PERFORM A SKIN ALLERGY TEST 48 HOURS BEFORE EACH USE OF THIS PRODUCT (see insert). REMEMBER TO BUY YOUR PRODUCT 2 DAYS AHEAD OF TIME.

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 - 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 ago
    Brand expert
  • A: 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 ago
    Brand expert
  • A: Hi there! Thank you for reaching out to us about your experience with the Superior-Preference-Fade-Defying-Shine-Permanent-Hair-Color. While this hair color does cover gray hair if you are more than 50% gray or have reisitant gray hair we suggest checking out the Triple Care Color Excellence Creme which is for 100% gray hair coverage for all hair types, even on stubborn grays. We hope that you will give this a try and love your results.

    submitted byL'OrealParisProductExpert - 1 year ago
    Brand expert

Q: If I previously have gotten my hair dyed professionally light brown/blonde but it is grown out (roots are dark brown with gray), what color would I use to get it all one color but not brown. I want to try and keep it light.

submitted by Newbie - 5 years ago
  • A: Hi There, Thanks for reaching out! To better assist you please call us @800-631-7358 and provide reference #09934692. We look forward to helping you!

    submitted byL'OrealParisProductExpert - 5 years ago
    Brand expert
  • A: I believe dark ash blonde. The dark brown roots may look reddish unless there is an ash undertone (at least mine do.)

    submitted byYoda - 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 ago
    Brand expert
  • A: Color Oops. Follow the directions EXACTLY. The stuff works great and you can dye your hair right after, just as it says. Ive done it many times, lol.

    submitted byMomofthree - 5 years ago

Q: 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 ago
    Brand expert

Q: I have light brown / blond hair. What color to make it a little more blonde without looking brassy

submitted by Granda D - 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 - 23 days ago
    Brand expert

Q: My hair is gray and white, but I have lots of yellow strands. I see that you don't recommend using the silver blonde hair color. Will a light blonde adhere/cover to the yellow hair?

submitted by Opus - 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 ago
    Brand expert

Q: Can you re dye tha same day

submitted by Queenie - 1 year ago
  • A: Hi there! Thank you for reaching out to us about using the Superior Preference Permanent Hair Color. We do not recommend dying your hair the same day, we would like to speak to you directly. please call us at 1-833-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.

    submitted byL'OrealParisProductExpert - 1 year ago
    Brand expert

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 ago
    Brand 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 ago
    Brand expert

Related Categories

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 6637 reviews
    effectiveness: 3.19 out of 5
    quality: 3.17 out of 5
    value: 3.08 out of 5
    52% would recommend
    368 recommendations

    Try it.

    5 out of 5 stars
    jonielle679_6064 - 5 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] This lasted a lil over 3 months for me. I loved the color and I received so many compliments on it. It has such a shine. Covered my grays perfectly, smelled heavenly. I had a lot left over too in the bottle it went on super easy. Packaging was your normal box dye setup.
    Did you find this review helpful?

    Black hair

    5 out of 5 stars
    lizzie_13_4711 - 5 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] Love this brand been using it for a long time now and honestly I love it the packaging looks amazing and the application process is really good and easy the scent not to strong but you can smell it tho the texture of it is amazing very pigmented
    Did you find this review helpful?

    Hair color

    5 out of 5 stars
    vanessal199_1408 - 6 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] Amazing hair dye I love how black this hair dye is there is a lot of shine added to my hair after dying it I highly recommend this product the application was super easy
    Did you find this review helpful?

    Perfect!

    5 out of 5 stars
    stephaniew210_3679 - 7 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] I have brown hair and wanted to go dark but not too dark, so a soft black was what are you?It chose to use to color my hair, and I cannot be happier! It was so easy to apply, and 2 boxes was plenty to cover my thick hair from root to tip. Looks professional for a low price point straight from the shelves of any grocery store. I love it!
    Did you find this review helpful?

    Rich Brown, stunning shine.

    5 out of 5 stars
    evangelinem8_1947 - 7 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] It's been a while since I've dyed my hair, so this was a nice surprise to have in getting a new look! L'oreal hair care has been a trusted name, and this stunning color was of no surprise - absolutely gorgeous. It created bold, rich brown tones and left my hair incredibly soft. It's been about a month since dying and color hasn't faded in the least. 5/5 stars!
    Did you find this review helpful?

    My favorite

    5 out of 5 stars
    - 9 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] My hair has always been black, but I hate that it becomes dull super fast. I’ve used L’Oréal for the last 12 months and I’ve seen it more shiny and smooth, my hair is not breaking as much as I don’t loose much hair after dying. So I totally will keep using it
    Did you find this review helpful?

    Covers Gray

    4 out of 5 stars
    Lisa Lee73 - 9 days ago
    originally posted on lorealparisusa.com
    Image
    I’ve used the 6am color for years. This brand offers the best gray coverage overall but the color has always been perfect. I just returned to the color after about 2 years off. The new 6am color turned out more copper. I found 2 of my original boxes this month and it’s the color I’m used to from years ago. Not sure if the box change came with a formula change. Either way, the color takes to gray very well and my natural red hair blends in perfectly with the colored grays.
    Did you find this review helpful?

    Great coverage for grays, but irritated my scalp s

    4 out of 5 stars
    chicka007_4211 - 10 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] Application is easy you mix everything together in a bottle container and apply, The scent is very chemically strong i wish they would get rid of it, it kind of irritated my scalp a little it, It comes in a box with instructions and a conditioner, i applied the conditioner that comes inside the box, coverage its great it covered my grays... You see the results but it irritated my scalp a little bit.
    Did you find this review helpful?

    Gentle and effective

    3 out of 5 stars
    callmepinky_9991 - 10 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] I gave this hair color to my niece. She loves to color her hair regularly. I will post a pic when I can. She stated it was gentle on her already colored hair and did not cause any damage. L’Oreal is always a good trusted product for hair and make up!
    Did you find this review helpful?

    Terrible!

    1 out of 5 stars
    Sal71 - 10 days ago
    originally posted on lorealparisusa.com
    Image
    I colored my hair for 35 years and they have definitely changed the product. It no longer colors hair blond only luminescent red! It so disappointing. I am not sure what they have done but it is NOT a good product any longer!
    Did you find this review helpful?

    Good kit

    5 out of 5 stars
    heatherb10_8231 - 11 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] This is a great home kit for a beginner. It comes with everything you need to color your hair. Directions are easy to read and follow. Does a great job of color coverage. Does not smell to terrible. Definitely great for a home user when you can’t get to the salon
    Did you find this review helpful?

    Very good

    4 out of 5 stars
    marielsyp_7625 - 12 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] This is a great color shine. It leaves your hair with a great texture and the application was super easy. Not a very strong scent to it packaging as expected.
    Did you find this review helpful?

    Great coverage for my grey hair!

    3 out of 5 stars
    freesia_sj_6199 - 13 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] L’Oréal is always the brand I go for when I think about hair products. I liked how Superior Preference hair color covers the grey hair and gives it a shine. After a few washes, my hair got a little red, but I liked the results of the color overall. The only con was that the smell is strong when you apply it to your hair.
    Did you find this review helpful?

    The hair dye provides a nice natural look

    5 out of 5 stars
    yuliyam10_9459 - 13 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] I find the hair dye provides a nice natural look that stays vibrant for several weeks and is easy to apply with detailed instructions. The product leaves hair silky smooth and fresh. The color is absolutely amazing too.
    Did you find this review helpful?

    Color matches great! Smell of dye is horrible!

    4 out of 5 stars
    amandas529_2200 - 13 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] The application of the L’Oreal Fade defying hair color was the same as others, pretty straightforward. I have pretty long hair past the middle of my back and 1 box covered it all well. I gave 4 stars because the smell stuck out as worse than others to me. If you are sensitive to smells this will be a problem. It was burning my eyes. Just my honest opinion as incentive for receiving the product. I have had it dyed for over a couple months now with little showing of grow out. The color matches pretty well. I am impressed.
    Did you find this review helpful?

    Superior Preference rich luminous color ✨

    5 out of 5 stars
    rosannal13_5654 - 14 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] I’ve tried a lot of at-home hair color kits, but L’Oréal Paris Superior Preference totally exceeded my expectations! 🙌🏼 The formula was super easy to mix and apply—no mess, no drips. It has a nice, salon-quality feel and the scent wasn’t overpowering like some other dyes I’ve used before. I especially loved the conditioner that came with it—my hair felt SO soft and looked insanely shiny afterward ✨ The color came out rich, even, and exactly what I hoped for. It gave me that dimensional, luminous finish that doesn’t look flat or dull. Best part? It’s been weeks and the color is still vibrant and hasn’t faded out like others usually do. 🫶🏼 Perfect for anyone who wants salon results without the price tag 💇‍♀️💸 Definitely repurchasing!
    Did you find this review helpful?

    Good hair color

    5 out of 5 stars
    nikkiw7237_9392 - 14 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] Coverage was 98% I have grays left. Application was top of the line. The scent smelled ammonia packaging was normal but great. And the shine is my favorite part.
    Did you find this review helpful?

    Very pretty color

    5 out of 5 stars
    marinafmelo_897 - 14 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] Absolutely beautiful color in a super-easy-to-use hair color kit. It smells all right, and its creamy texture won't run and stain your skin. Your hair will be shiny and soft after application. It's long lasting and fades naturally. Recommended.
    Did you find this review helpful?

    Terrible

    1 out of 5 stars
    Hendrix522 - 14 days ago
    originally posted on lorealparisusa.com
    Image
    This is the second time I have used this in the past 6 months. I have used this hair color in Dark Blonde many times. I have a pink tint to my hair! I also noticed this when i used it 6 months ago. My natural hair color is very light blonde with very little gray. This has not happened before 6 mths to 1 year ago. I use this hair dye regular about every 6 months. I will NEVER use it again! I AM NOT PLEASED! I DO NOT want pink hair!
    Did you find this review helpful?

    Decent

    3 out of 5 stars
    kelliew38_3140 - 14 days ago
    originally posted on influenster.com
    Image
    [This review was collected as part of a promotion.] This product is easy to apply, while the scent is not my cup of tea it’s not awful either. It will give you decent coverage but being that it’s so pigmented be careful because it’ll be hard to work with for a stylist. The packaging is normal.
    Did you find this review helpful?

    Get top deals, latest trends, and more.

    Privacy policy

    Footer

    About Us

    About TargetCareersNews & BlogTarget BrandsBullseye ShopSustainability & GovernancePress CenterAdvertise with UsInvestorsAffiliates & PartnersSuppliersTargetPlus

    Help

    Target HelpReturnsTrack OrdersRecallsContact UsFeedbackAccessibilitySecurity & FraudTeam Member Services

    Stores

    Find a StoreClinicPharmacyOpticalMore In-Store Services

    Services

    Target Circle™Target Circle™ CardTarget Circle 360™Target AppRegistrySame Day DeliveryOrder PickupDrive UpFree 2-Day ShippingShipping & DeliveryMore Services
    PinterestFacebookInstagramXYoutubeTiktokTermsCA Supply ChainPrivacyCA Privacy RightsYour Privacy ChoicesInterest Based AdsHealth Privacy Policy