$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.
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: 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: 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 - 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 - 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 - 1 month 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 6663 reviews
effectiveness: 3.2 out of 5
quality: 3.17 out of 5
value: 3.09 out of 5
52% would recommend
371 recommendations
Wrong color
1 out of 5 stars
Thumbs down graphic, would not recommend
YR - today, Verified purchaser
I’ve used this brand and color before… this one was not right! Came out awful!
Great product
5 out of 5 stars
etherhaneefa_8612 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I really love this hair dye because it doesn’t dry my hair out like some others do and instead it makes my hair shine and smell so good. It covers my grays completely and the applicator makes it easy to distribute in my hair. Love it. My new favorite
Change it back please
2 out of 5 stars
Mellie - 7 days ago
originally posted on lorealparisusa.com
You changed the formula, and made it thinner, less moisturizing and it now dries out my hair. The smell is also overbaring as well. I've been using this product for years and I noticed the change immediately. I can not tell you how annoying it is when companies do this, just leave things as they are. Go back to the original formula, this one is drying and damaging. You removed the Original: More emollient, fatty-alcohol rich = smoother application, silkier finish. The new formula is thinner, more watery or quick-drying and dries out the hair shaft and makes application difficult. It is also not as dark of a black, it's more brown, I have to look for a new brand now or color which is upsetting as this left my hair absolutely beautiful and everyone thought it was natural on me, I got so many compliments on how healthy my hair looked unti you recently changed it and it started damaging my hair and fading faster. I thought at first it was due to something with my hair but then I studied the changes you made to the product. Please change the formula back and..maybe the original picture, cause...new one is kinda meh...
Good coverage
3 out of 5 stars
jtorres1_612 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L'Oreal Paris Superior preference is a pretty good product. It gives great gray coverage. My main complaint about this product would be, that it's very drying and the conditioner that is provided with it did not seem to revive the dryness.
Amazing
5 out of 5 stars
crystalm655_3671 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I was honestly nervous to try a light ash blonde at home, but L’Oréal Superior Preference completely blew me away! 💁🏼♀️ The color came out exactly as I hoped—bright, cool-toned, and super shiny. I love that it comes with two boxes (perfect for long or thick hair) and the instructions were super clear. It didn’t smell too strong, and the conditioner included made my hair feel salon-soft. I had some brassiness from old color, and this neutralized it beautifully. Great texture. If you’re trying to get that clean, luminous blonde without going to the salon, this is the one. I’ll definitely be repurchasing for touch-ups! ✨
Love
5 out of 5 stars
mariama9b3_4794 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love the shine it left my hair. It made it look so nice and the application was easy to Follow. I would do this again to dye my hair. I really loved it
9V hair dye is the best for even lift all over
5 out of 5 stars
Thumbs up graphic, would recommend
Olivia - 10 days ago, Verified purchaser
I got the 9V and it worked so well! It evened out my hair completely blended the roots and now I tone with redken shades eq! Literally perfect! Thick hair use 2 bottles as well.
Jamilah
5 out of 5 stars
Thumbs up graphic, would recommend
Jamilah - 11 days ago, Verified purchaser
I ordered it for my friend, she's very excited
Full coverage
5 out of 5 stars
- 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This is one of the best brands in my opinion. Thank you influenster for the free hair dye not only that you gave me two. You must know I have a lot of hair because I always need two boxes 💕 Doesn’t really have a scent but it does make my hair shiny and restores it naturally state.The applicator was easy to assemble instructions and gloves are available in the box.
Liked it!
4 out of 5 stars
alainaw4fed_2791 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This product delivers a beautiful, natural-looking blonde shade that isn't too harsh or artificial. The color turned out exactly as expected.
Works great
5 out of 5 stars
milanip1_6738 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] it was well packaged. Easy to open and mix. Everything included. The smell was there not over powering. It cover all my gray hair. It works really well. No smell afterwords since the conditioner smells really good leaves hair really soft.
Good Kit
5 out of 5 stars
freebiefavesfinder_8590 - 16 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I am usually not a boxed hair dye kind of person because my sister is a hair stylist and does my hair for me, however, with her guidance we tried out the L'Oreal Paris Superior Preference Permanent Hair Color in the shade 6 Light Brown. The boxed kit came with everything needed to color my hair such as the developer, gel color, and shine protectant conditioner. The steps were pretty easy to follow and application went on fine. I would have liked to have some gloves and a brush included in the kit but luckily I had my own gloves. Process was pretty easy, smell wasn't too bad and the results were a shiny head of light brown hair!
Try it.
5 out of 5 stars
jonielle679_6064 - 16 days ago
originally posted on influenster.com
[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.
Black hair
5 out of 5 stars
lizzie_13_4711 - 16 days ago
originally posted on influenster.com
[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
Hair color
5 out of 5 stars
vanessal199_1408 - 17 days ago
originally posted on influenster.com
[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
Perfect!
5 out of 5 stars
stephaniew210_3679 - 18 days ago
originally posted on influenster.com
[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!
Rich Brown, stunning shine.
5 out of 5 stars
evangelinem8_1947 - 18 days ago
originally posted on influenster.com
[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!
My favorite
5 out of 5 stars
- 20 days ago
originally posted on influenster.com
[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
Covers Gray
4 out of 5 stars
Lisa Lee73 - 20 days ago
originally posted on lorealparisusa.com
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.
Great coverage for grays, but irritated my scalp s
4 out of 5 stars
chicka007_4211 - 21 days ago
originally posted on influenster.com
[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.