$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Golden Brown Permanent Hair Dye: For gorgeous, fade-defying and dimensional hair color; Includes color protective Care Supreme Hair Conditioner with Shine Serum formulated with Camelina Oil, Antioxidant Vitamin E and UV filter for vibrant, silky hair
- Shiny, Luminous Golden Brown Hair Color: Superior Preference Permanent Hair Color has been our true gold standard of color and shine since 1973; Available in over 50 luminous shades, ranging a wide spectrum from champagne blonde to rich brown and deep red
- Long-Lasting Hair Dye Kit: Crafted to reflect infinite tones so you can create your own Superior Preference hair color signature; Fade-defying Color & Shine system creates rich, long-lasting color that lasts up to 8 weeks
- L'Oreal Paris Hair Color: We offer permanent, semi-permanent, and temporary hair dye plus root cover up, anti-brass toners and lightening systems; Cover gray hair, highlight, go bold with bright color or even try an ombre hair color
- L'Oreal Paris Innovation: We are a total beauty care company that combines the latest in technology with the highest in quality for the ultimate in hair color, hair care, hair style, skin care and cosmetics
Description
Preference’s Superior Fade-Defying Color & Shine system creates luminous, lit-from-within color, with natural-looking highs & lows, and beautiful gray coverage. With up to 8 weeks of fade-defying color, rich, long-lasting color shines from every strand and resists fading or turning brassy week after week. The kit also includes a color protective Color and Shine Conditioner formulated with Golden Camelina Oil, Anti-Oxidant Vitamin E and UV filter to help keep first day color vibrancy and silky, resilient hair.
Whether you desire blonde hair, brown hair, black hair or red hair, Superior Preference has an at-home solution for you. Superior Preference is available in 49 luminous shades that range across a wide spectrum of different tones. Each shade is crafted to show infinite tones and reflects, so you can find your own Superior Preference signature.
Instructions vary by shade. For complete instructions, refer to package insert located inside hair color box.
_
How to use for the first time:
Apply All Over. Apply hair color mixture to dry, unwashed hair. Apply color at your root area and through ends until completely saturated.
Leave on for 25 minutes.
Rinse-out until water runs clear.
Condition. Apply enough Color & Shine Conditioner to thoroughly saturate hair and leave on for 2-3 minutes. Rinse.
How to touch up roots:
Touch up root area first. Make ¼” partings through dry, unwashed hair with applicator tip. Apply hair color mixture onto new growth root area only until completely saturated. Leave color on new growth root area for 20 minutes. TIP: For resistant grays, leave on for an additional 5 minutes.
Apply to rest of hair. Apple remaining product to rest of hair to refresh color. Let develop for 5 minutes. Total application time is 25 minutes.
Rinse-out until water runs clear.
Condition. Apply enough Color & Shine Conditioner to thoroughly saturate hair and leave on for 2-3 minutes. Rinse.
_
Questions on how to apply Preference hair color? Text our hair color Concierge for expert advice: 833-856-7325
What is the difference between L’Oreal Preference and L’Oreal Excellence haircolor?
Preference and Excellence are both permanent hair colors. Excellence is a crème color that provides 100% gray coverage. Preference is a liquid gel color that provides fade-defying, luminous color for up to 8 weeks. For multi-dimensional, salon-inspired results, we recommend using Preference. To cover resistant grays, we recommend using Excellence.
Which L’Oreal Preference shade should I choose?
There is a shade guide included on the side of each pack to show the color results depending on your starting hair color. Color result may vary depending on your starting hair color and condition.
Packaging may vary, what you see may not be reflected on site.
Whether you desire blonde hair, brown hair, black hair or red hair, Superior Preference has an at-home solution for you. Superior Preference is available in 49 luminous shades that range across a wide spectrum of different tones. Each shade is crafted to show infinite tones and reflects, so you can find your own Superior Preference signature.
Instructions vary by shade. For complete instructions, refer to package insert located inside hair color box.
_
How to use for the first time:
Apply All Over. Apply hair color mixture to dry, unwashed hair. Apply color at your root area and through ends until completely saturated.
Leave on for 25 minutes.
Rinse-out until water runs clear.
Condition. Apply enough Color & Shine Conditioner to thoroughly saturate hair and leave on for 2-3 minutes. Rinse.
How to touch up roots:
Touch up root area first. Make ¼” partings through dry, unwashed hair with applicator tip. Apply hair color mixture onto new growth root area only until completely saturated. Leave color on new growth root area for 20 minutes. TIP: For resistant grays, leave on for an additional 5 minutes.
Apply to rest of hair. Apple remaining product to rest of hair to refresh color. Let develop for 5 minutes. Total application time is 25 minutes.
Rinse-out until water runs clear.
Condition. Apply enough Color & Shine Conditioner to thoroughly saturate hair and leave on for 2-3 minutes. Rinse.
_
Questions on how to apply Preference hair color? Text our hair color Concierge for expert advice: 833-856-7325
What is the difference between L’Oreal Preference and L’Oreal Excellence haircolor?
Preference and Excellence are both permanent hair colors. Excellence is a crème color that provides 100% gray coverage. Preference is a liquid gel color that provides fade-defying, luminous color for up to 8 weeks. For multi-dimensional, salon-inspired results, we recommend using Preference. To cover resistant grays, we recommend using Excellence.
Which L’Oreal Preference shade should I choose?
There is a shade guide included on the side of each pack to show the color results depending on your starting hair color. Color result may vary depending on your starting hair color and condition.
Packaging may vary, what you see may not be reflected on site.
Hair Type: All Hair Types
Health Facts: Contains Vitamin E
Product Warning: Not recommended for those with sensitive skin
Product Form: Liquid
Includes: Gloves
Beauty Purpose: Hair Coloring
Processing Time: 25 minutes
TCIN: 11485691
UPC: 071249253137
Item Number (DPCI): 063-01-0836
Origin: Imported
If the item details above aren’t accurate or complete, we want to know about it.
Ingredients:
color gel: aqua/water, trideceth-2 carboxamide mea, propylene glycol, hexylene glycol, peg-2 oleamine, polyglyceryl-4 oleyl ether, oleyl alcohol, alcohol denat., ammonium hydroxide, polyglyceryl-2 oleyl ether, oleic acid, sodium diethylaminopropyl cocoaspartamide, pentasodium pentetate, ammonium acetate, fragrance, sodium metabisulfite, resorcinol, p-aminophenol, erythorbic acid, p-phenylenediamine, m-aminophenol, 2-methyl-5-hydroxyethylaminophenol, alpha-isomethyl ionone, eugenol, 2,4-diaminophenoxyethanol hcl, linalool, citronellol, 6-hydroxyindole, 2-methylresorcinol f.i.l. #d32569/2, color optimizing creme: aqua/water, hydrogen peroxide, cetearyl alcohol, trideceth-2 carboxamide mea, ceteareth-25, glycerin, pentasodium pentetate, sodium stannate, tetrasodium pyrophosphate, phosphoric acid f.i.l. #d12836/18, care suprême® conditioner: aqua/water, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera/candelilla wax, amodimethicone, cetyl esters, isopropyl alcohol, alcohol denat., lecithin, tocopherol, sodium pca, oleth-10, ppg-5-ceteth-20, ethylhexyl salicylate, trideceth-6, chlorhexidine dihydrochloride, limonene, camelina sativa oil/camelina sativa seed oil, linalool, benzyl alcohol, benzyl benzoate, phosphoric acid, fragrance, geraniol, disodium cocoamphodipropionate, cetrimonium chloride, butylphenyl methylpropional, citronellol, hexyl cinnamal, amyl cinnamal f.i.l. #d158454/4
Shipping details
Estimated ship dimensions: 6.5 inches length x 3.6 inches width x 2 inches height
Estimated ship weight: 0.6 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.
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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 6636 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 - 4 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 - 4 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 - 5 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 - 5 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 - 5 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
- 7 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 - 8 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 - 8 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.
Gentle and effective
3 out of 5 stars
callmepinky_9991 - 8 days ago
originally posted on influenster.com
[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!
Terrible!
1 out of 5 stars
Sal71 - 9 days ago
originally posted on lorealparisusa.com
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!
Good kit
5 out of 5 stars
heatherb10_8231 - 9 days ago
originally posted on influenster.com
[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
Very good
4 out of 5 stars
marielsyp_7625 - 10 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 - 12 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 - 12 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 - 12 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 - 12 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 - 12 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 - 12 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 - 13 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 - 13 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.