$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Soft Black 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 Soft Black 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.
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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.
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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: 11475703
UPC: 071249253021
Item Number (DPCI): 063-01-0825
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, p-phenylenediamine, pentasodium pentetate, ammonium acetate, fragrance, resorcinol, ammonium thiolactate, erythorbic acid, n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate, m-aminophenol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, alpha-isomethyl ionone, eugenol, 2,4-diaminophenoxyethanol hcl, linalool, citronellol f.i.l. #d33261/2, 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: 2.32 inches length x 3.5 inches width x 6.34 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: Hey there Loribonn. The medium rose blonde does have a rose tint to the color. Our alternative for the 8RG is our 8RB, which you have previously used or you can use a Medium Blonde (8g) in Preference. We hope this helps!
submitted byL'OrealParisProductExpert - 2 years agoBrand expertA: keep in mind color will not lighten color, you will need to use color oops then color.
submitted byCheri - 3 years ago
Q: will this cover white hair
submitted by Indiana - 1 year ago
A: Hey, Great question! Yes, The L'Oreal Preference’s Superior Fade-Defying Color & Shine system creates luminous, lit-from-within color, with natural-looking highs & lows, and beautiful gray coverage. Pro Tip for resistant grays, leave on for an additional 5 minutes! For all your future beauty questions, get real-time answers using the “Chat with a Virtual Beauty Consultant” button, found on every product page.
submitted byTarget Beauty Consulting - 1 year agoBrand expertA: Hi there! Thank you for reaching out to us about your experience with the Superior-Preference-Fade-Defying-Shine-Permanent-Hair-Color. While this hair color does cover gray hair if you are more than 50% gray or have reisitant gray hair we suggest checking out the Triple Care Color Excellence Creme which is for 100% gray hair coverage for all hair types, even on stubborn grays. We hope that you will give this a try and love your results.
submitted byL'OrealParisProductExpert - 1 year agoBrand expert
Q: If I previously have gotten my hair dyed professionally light brown/blonde but it is grown out (roots are dark brown with gray), what color would I use to get it all one color but not brown. I want to try and keep it light.
submitted by Newbie - 5 years ago
A: Hi There, Thanks for reaching out! To better assist you please call us @800-631-7358 and provide reference #09934692. We look forward to helping you!
submitted byL'OrealParisProductExpert - 5 years agoBrand expertA: I believe dark ash blonde. The dark brown roots may look reddish unless there is an ash undertone (at least mine do.)
submitted byYoda - 5 months ago
Q: I have burgandy hair and I hate it. How can I get rid of it and eventually have blond hair.?
submitted by Nancysingh66 - 5 years ago
A: Hi Nancysingh66! For the best advice, we need more information about your hair. Please contact us for a consultation 1-800-631-7358 M-F 9A-7P ET and provide reference #09592997 when you do contact us. We look forward to helping you. Thank you.
submitted byL'OrealParisProductExpert - 5 years agoBrand expertA: Color Oops. Follow the directions EXACTLY. The stuff works great and you can dye your hair right after, just as it says. Ive done it many times, lol.
submitted byMomofthree - 5 years ago
Q: Does #8 Medium blonde have any red tones or brassiness? My hair is medium blonde with grayish brown roots
submitted by L Ruth - 3 months ago
A: Hi there, L Ruth! Thank you for reaching out about our Superior Preference 8 Medium Blonde. Our 8 Medium Blonde is a neutral shade with long-lasting gray coverage. We hope this is helpful!
submitted byL'OrealParisProductExpert - 3 months agoBrand expert
Q: I have light brown / blond hair. What color to make it a little more blonde without looking brassy
submitted by Granda D - 5 months ago
A: Hi there, Granda D! Thank you for reaching out about our Superior Preference Hair Color. Our Customer Service hours of operation are Monday – Friday, 9 AM – 5:30 PM (ET) at 1-800-322-2036. We look forward to speaking with you and finding your perfect shade match!
submitted byL'OrealParisProductExpert - 15 days agoBrand expert
Q: My hair is gray and white, but I have lots of yellow strands. I see that you don't recommend using the silver blonde hair color. Will a light blonde adhere/cover to the yellow hair?
submitted by Opus - 7 months ago
A: Hi there Opus, Great question! You have several options…If you want to dye all of your hair one color and cover the gray and white as well, use a light natural blonde like the Preference or Excellence Light Blonde #9. If your goal is not to change your grey/ white hair but to get rid of the yellow appearance of some of the hair, use the Le Color Gloss One Step In-Shower Toning Gloss in the Cool Blonde or Silver White. This is a gentle, non permanent option that will not leave you with the appearance of roots.
submitted byL'OrealParisProductExpert - 7 months agoBrand expert
Q: Can you re dye tha same day
submitted by Queenie - 1 year ago
A: Hi there! Thank you for reaching out to us about using the Superior Preference Permanent Hair Color. We do not recommend dying your hair the same day, we would like to speak to you directly. please call us at 1-833-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
submitted byL'OrealParisProductExpert - 1 year agoBrand expert
Q: Does this hair color create highlights? Or is it more of a solid look?
submitted by Whoami - 1 year ago
A: Hey, Great question! The L'Oreal Paris Superior Preference Hair color creates luminous, lit-from-within color, with natural-looking highs & lows, and beautiful gray coverage. For all your future beauty questions, get real-time answers using the “Chat with a Virtual Beauty Consultant” button, found on every product page.
submitted byTarget Beauty Consulting - 1 year agoBrand expert
Q: I applied L'Oreal Superior Preference 9.5NB and find it is much lighter than I expected. How long must I wait between dye jobs - I want to use L'Oreal S wuperior Pref #8 which I have used before
submitted by diana - 2 years ago
A: Hi Diana- Thank you for your question on the Preference haircolor. As long as you hair is not a pale blonde like the inside of a banana peel you can recolor in 48 hours. If your hair is very light we ask that you call us @1.800.631.7358 M-F 9am-5:30pm EST and we will be able to give you a formula to use.
submitted byL'OrealParisProductExpert - 1 year agoBrand expert
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Guests are saying
This hair dye offers an easy application process and impressive results, making it a great choice for guests looking to color their hair at home. Many guests appreciate the nourishing conditioner that leaves hair soft and shiny, while the color accuracy and gray coverage are frequently praised. The product is suitable for various hair types and colors, providing a pleasant experience overall, despite some concerns about the strong scent.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
4.2 out of 5 stars with 6598 reviews
effectiveness: 3.19 out of 5
quality: 3.17 out of 5
value: 3.08 out of 5
52% would recommend
368 recommendations
Very good
4 out of 5 stars
marielsyp_7625 - 4 days ago
originally posted on influenster.com
[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.
Great coverage for my grey hair!
3 out of 5 stars
freesia_sj_6199 - 5 days ago
originally posted on influenster.com
[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.
The hair dye provides a nice natural look
5 out of 5 stars
yuliyam10_9459 - 5 days ago
originally posted on influenster.com
[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.
Color matches great! Smell of dye is horrible!
4 out of 5 stars
amandas529_2200 - 5 days ago
originally posted on influenster.com
[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.
Superior Preference rich luminous color ✨
5 out of 5 stars
rosannal13_5654 - 6 days ago
originally posted on influenster.com
[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!
Good hair color
5 out of 5 stars
nikkiw7237_9392 - 6 days ago
originally posted on influenster.com
[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.
Very pretty color
5 out of 5 stars
marinafmelo_897 - 6 days ago
originally posted on influenster.com
[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.
Terrible
1 out of 5 stars
Hendrix522 - 6 days ago
originally posted on lorealparisusa.com
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!
Decent
3 out of 5 stars
kelliew38_3140 - 7 days ago
originally posted on influenster.com
[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.
Fabulously worth it
5 out of 5 stars
Magick3 - 7 days ago
originally posted on lorealparisusa.com
Best hair color and best soft black shade been using it for many years since the 90s and never had any problems super shine and and soft hair lots of highlights, I truly hope they never change this shade formula because I would not purchase any other .
Looks so vibrant—seriously salon-level result!
5 out of 5 stars
aleksandrag35_7310 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Just went from red to ultimate black using L'Oréal Paris Superior Preference Color 1 Ultimate Black and I'm OBSESSED! The color is rich, glossy, and covered every trace of red like magic. My hair feels soft and looks so vibrant—seriously salon-level results at home! Definitely a new favorite.
Horrible
1 out of 5 stars
Dar57 - 8 days ago
originally posted on lorealparisusa.com
What did you do to this color? Coated my hair with a gummy dirty feeling! Then it ruined my hair tons of breakage and frizzy , it’s a horrible mess!
Such a great experience!
5 out of 5 stars
kmadlynn_7359 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I absolutely love using this hair dye. It was one of the easiest to do on my hair. The results were amazing and had my hair a beautiful shade of soft black.
For the girls
5 out of 5 stars
marieetee_4006 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Application was exactly what I expected. The quality of this is great and it’s not as strong with the chemical scent. The coverage was definitely there. Packaging was on point !
Eh
2 out of 5 stars
meganh298_4758 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Honestly, I really was not a fan of this hair dye. I’ve used other brands in the past and this by far had the strongest chemical smell I’ve ever experienced. I wouldn’t use this brand in the future.
It's a great product gets rid of all your ĝreys
5 out of 5 stars
kellyr405_4954 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Application process was easy color accuracy was on point the packages was quality the scent was mild it made my hair texture soft it covered all my Grey's it was a brand I recommend definitely go out and buy this product I love the way my hair looks its a simple producer try it and you'll love it it's a great product
Great job at concealing grays
4 out of 5 stars
farhanai2207_990 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have given this product to my mom to try out for me since i just had my hair colored. She has lots of whites so I felt that she was the perfect person to try out the hair color. She said it was easy application and it left her hair feeling very soft and smooth. She liked the color result she had. She will definitely be purchasing again
Easy application
4 out of 5 stars
kellybunnie_7801 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This product is easy to use when you want to DIY hair coloring at home....not messy.....and the color come out just like shown....doesnt dry out my hair....still testing to see how long it would last....
If you find the right shade, this product is great
3 out of 5 stars
kimberlys626_8534 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The color wasn't what I expected. It was too brassy. There are a lot of shades to choose from, so you should be good, but I chose the wrong shade. The instructions were great.
Easy to use
5 out of 5 stars
mariagfa88_4033 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] It does t have a strong smell, it is easy to use. And to give you a nice color, I will recommend this product, left my hair shining and with full coverage.