$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Ash Blonde 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 Ash Blonde 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: 11485695
UPC: 071249253151
Item Number (DPCI): 063-01-0838
Origin: Made in the USA or Imported
If the item details above aren’t accurate or complete, we want to know about it.
Ingredients:
color gel: 1285323 d aqua/water/eau, peg-4 rapeseedamide, alcohol denat., deceth-3, propylene glycol, ammonium hydroxide, laureth-5 carboxylic acid, dipropylene glycol, hexylene glycol, poloxamer 338, oleyl alcohol, parfum/fragrance, ammonium thiolactate, tetrasodium glutamate diacetate, erythorbic acid, p-phenylenediamine, hydroxybenzomorpholine, octadecyl di-t-butyl-4-hydroxyhydrocinnamate, 2-amino-3-hydroxypyridine, m-aminophenol, 2.4-diaminophenoxyethanol hcl, n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate, 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. f.i.l. #t70033382/1. fi.l. #d209747/8. f.i.l. #d255219/1.
Shipping details
Estimated ship dimensions: 6.2992 inches length x 3.622 inches width x 2.3622 inches height
Estimated ship weight: 0.5732 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 6608 reviews
effectiveness: 3.19 out of 5
quality: 3.17 out of 5
value: 3.08 out of 5
52% would recommend
368 recommendations
Hair color
5 out of 5 stars
vanessal199_1408 - 3 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
Rich Brown, stunning shine.
5 out of 5 stars
evangelinem8_1947 - 3 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
- 5 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 - 6 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.
Gentle and effective
3 out of 5 stars
callmepinky_9991 - 6 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!
Good kit
5 out of 5 stars
heatherb10_8231 - 7 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
Terrible
1 out of 5 stars
Hendrix522 - 11 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!
Fabulously worth it
5 out of 5 stars
Magick3 - 12 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 .
Horrible
1 out of 5 stars
Dar57 - 12 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!
Not quite what I wanted
4 out of 5 stars
Thumbs up graphic, would recommend
Leslie - 14 days ago, Verified purchaser
The shade Light Auburn is too fake a red. I usually use L'Oreal Excellence in Light Auburn but mistakenly bought this one. I thought it wouldn't be that different but boy was I wrong. The red makes me feel like I'm in costume instead of my normal light auburn color. It also does not come with the special shampoo to wash out like the Excellence kit. This dye did cover my grays well and was thorough in coverage. Just be aware if you want a natural looking light auburn this is NOT it.
Love it
5 out of 5 stars
Thumbs up graphic, would recommend
TargetLover - 23 days ago, Verified purchaser
Pleased with the color and longevity. I've been struggling with other box dye washing out but this one has performed much better and not gotten brassy after 5 weeks.
I wanted light blond, I got light purple
1 out of 5 stars
Purple - 26 days ago
originally posted on lorealparisusa.com
I tried Loreal Preference Light Ash Blond 9.12. Permanent hair color. I followed the instructions to the letter. What I got was a light purple over my white grey hair. It did not cover the grey and it is far from looking like the color on the cover of the box. It is not blond, it is light purple! Now I have to go back to the store and repair the damage with another product.
They changed the product and ruined it.
1 out of 5 stars
Cynthia G - 26 days ago
originally posted on lorealparisusa.com
I have used this since I was 15 years old and I got gray hair and started dying it. I am now 64 and you change the color. This is not the color. I have dyed my hair for decades. I’m very disappointed in you as a company for changing the die colors. The 9N was what I used, now that color is a dull brownish looking color. It is horrible like a dark blonde. I have never used a dark blonde three days after dying it the gray was showing again, so no, you did not improve your hair color. Now I have to find a new color and probably a new brand.
Pref 7 looks strawberry blond instead dark blond
3 out of 5 stars
rdc17 - 26 days ago
originally posted on lorealparisusa.com
I have used Preference L’Oréal 7 for years and the last 2 times I used it my hair has a strawberry blond tint to it instead of Dark Brown that it used to have. I liked the dark brown as it was because I do highlights after coloring and it doesn’t seem the same the last 2 times. Seems to be burning my scalp more when also the last 2 times as well. Says different box, same product. Did you change your formulation and coloring? Might have to go to a different product.
Change in box, change in color
2 out of 5 stars
cath123 - 27 days ago
originally posted on lorealparisusa.com
Since the box has changed the color has changed. I know that the box says it is the same however I have had more people tell me my hair looks red since the change and I agree with them. I don't know how to compensate for this.
Maybe user error?
3 out of 5 stars
Thumbs up graphic, would recommend
Madison - 1 month ago, Verified purchaser
I bought this as a natural light brown/dark blonde haired person. I followed the instructions to a tee. I now have orangey brown hair. The fumes during the application process about ended my bloodline but I would try again just to see if it was user error or the product itself
1 reply from L'OrealParisProductExpert team - 1 month ago
Hi there, Madison! We appreciate you taking the time to reach out about our Superior Preference Hair Color. Consumer feedback is very important to us and allows us to improve all our products. We will be sure to pass all your feedback along to the appropriate teams. We hope you will continue using more of our products soon with full satisfaction with the results!
Fumes
3 out of 5 stars
Thumbs up graphic, would recommend
jmill - 1 month ago, Verified purchaser
I had to stop halfway through application to go outside and reconnect with nature because the fumes were so strong. Even in my well ventilated bathroom. Pretty sure I caused generational brain damage. Worked super well and loved how the color turned out. Would prob buy again
1 reply from L'OrealParisProductExpert team - 1 month ago
Hi there! We appreciate you taking the time to reach out about our Superior Preference Hair Color. We truly appreciate your feedback on the fragrance in our formula. Consumer feedback is very important to us and allows us to improve all our products. We will be sure to pass all your feedback along to the appropriate teams. We hope you will continue using more of our products soon with full satisfaction with the results!
Very watery and difficult to keep out of my eyes
1 out of 5 stars
Adksbo - 1 month ago
originally posted on lorealparisusa.com
I don’t know what you’ve done but I will no longer be buying your product. It is now so thin it runs down my face before I can work it into my roots. Parting my hair with one hand and squeezing your bottle with the other hand does not leave any way humanly possible to stop your thin watery product from running down my face. Boy does it sting when it gets into my eyes. Stop improving a product that was perfect to begin with.
An Old Favorite
5 out of 5 stars
Thumbs up graphic, would recommend
RCE - 2 months ago, Verified purchaser
I've been using this for years. Love the short processing time and color.
Orange roots
1 out of 5 stars
Thumbs down graphic, would not recommend
KJ - 2 months ago
This color turned my medium brown hair roots orange! Yuck!!
1 reply from L'OrealParisProductExpert team - 2 months ago
Hi there! Thank you for reaching out to us about the Superior Preference Permanent Hair Color, we are sad to hear that you did not get the results you had hoped for. We would like to speak to you directly so we can find the best suited product for you, please call us at 1-800-631-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.