$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Natural 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 Natural 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.
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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.
_
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: 11475709
UPC: 071249253243
Item Number (DPCI): 063-01-0847
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: aqua/water, trideceth-2 carboxamide mea, propylene glycol, hexylene glycol, peg-2 oleamine, polyglyceryl-4 oleyl ether, ammonium hydroxide, oleyl alcohol, alcohol denat., polyglyceryl-2 oleyl ether, oleic acid, sodium diethylaminopropyl cocoaspartamide, pentasodium pentetate, ammonium acetate, fragrance, sodium metabisulfite, erythorbic acid, resorcinol, p-aminophenol, p-phenylenediamine, alpha-isomethyl ionone, eugenol, m-aminophenol, linalool, citronellol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl f.i.l. #d33266/2, 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: 6.4 inches length x 3.52 inches width x 2.42 inches height
Estimated ship weight: 0.57 pounds
This item cannot be shipped to the following locations: Guam (see also separate entry under GU), Northern Mariana Islands, American Samoa (see also separate entry under AS), Virgin Islands, U.S., United States Minor Outlying Islands
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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Summary of reviews
The recent changes to the hair color formula have left many guests disappointed, as they report significant differences in color results and application experience. While some guests have enjoyed the new creamy texture and staying power, the overwhelming feedback highlights issues such as unwanted red tones, poor gray coverage, and strong chemical smells. Guests are seeking a return to the previous formula that consistently delivered their desired results, emphasizing the importance of reliable hair color products.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
4.1 out of 5 stars with 5015 reviews
effectiveness: 3.09 out of 5
quality: 3.07 out of 5
value: 2.95 out of 5
50% would recommend
331 recommendations
4A Color not the same
2 out of 5 stars
Thumbs down graphic, would not recommend
Shopper5790 - 4 days ago, Verified purchaser
Warning! 4A Dark Ash Brown changed color with the “new formula”. I had used it for years because it didn’t make my hair red. Now that they changed the formula, my hair came out reddish. It says on the box “same color, new look” but I did not find that to be the case. I need to find a new hair color now.
Leaves hair shiny
5 out of 5 stars
courtneyl150_4562 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The color was extremely easy to apply and it smells amazing. I would suggest leaving it on a little bit longer if you want a blonde color, but overall an extremely easy application. My hair has been extra shiny ever since I’ve colored it too.
Loreal Superior Preference 8 1/2 Champagne Blonde
5 out of 5 stars
shakes808_6121 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Love this coloring product! 8 1/2 A champagne blonde is truly my go to color! Easy to apply, using tools provided in box and good instructions to follow also!
Love this color!
5 out of 5 stars
yessicam43_7204 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’m really happy I was able to try out this Product. This product it’s full coverage. The L’Oreal Paris, her color natural blonde at a beautiful color very warm color it also blends great with grey hair. Once the color was applied to the hair, it left the hair very hydrated and he didn’t damage the hair at all which we love that.
Budget friendly
4 out of 5 stars
natashak_5709 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Loreal makes amazing hair products and amazing drug store prices!!!! For those that can’t go to a professional salon this is a great option for hair color!
Impressed with the color coverage!
5 out of 5 stars
influenstervibez_7778 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I recently tried L’Oréal Paris Superior Preference in Champagne Blonde which I received from @influenster complimentary and I’m impressed with the results. My hair was already color treated black and using this didn’t make my hair blonde. However, my color is stunning—a soft, rich brown with subtle warmth that enhances my complexion beautifully. The application process was easy and the formula was gentle on my hair. It left my hair feeling silky and looking vibrant. If you're searching for a premium hair dye that covers gray and with rich, gorgeous color, this one is worth considering!
Strong Ammonia smell, but beautiful coloring
5 out of 5 stars
kristinan57_8942 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Application process was very simple. The gloves included seemed nice and sturdy, instead of cheaply made. The only thing I didn't like about the hair color was the Ammonia scent. It was so overpowering compared to what I'm used to. Otherwise, I love the product. The color turned out perfect, and my hair is still shiny and soft 24 hours later.
Great result!
5 out of 5 stars
lenas102_9647 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I've been using L'Oreal Paris Superior Preference in 8.5A Champagne Blonde for years, and it's consistently delivered beautiful, natural-looking results. The color is a lovely cool blonde with subtle champagne tones, perfect for neutralizing any brassiness. The application is easy, and the included conditioner leaves my hair feeling soft and shiny. Most importantly, it truly does resist fading, keeping my color vibrant for weeks. Highly recommend for anyone looking for a salon-quality blonde at home!
Great one.
5 out of 5 stars
dinaram_5954 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The shade 9 Natural Blonde delivered a beautiful, soft blonde with great dimension. It blends well with grays and adds a radiant, natural look. Very happy with the results!
Wonderful
5 out of 5 stars
mrslilyperez_4721 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I'm in love with this champagne blonde hair color. It's a beautiful, super-shiny shade. The dye provides perfect gray coverage and a pleasant scent. The packaging contains all the necessary ingredients for easy application. It's very easy and simple to use.
Excellent gray coverage!
5 out of 5 stars
Thumbs up graphic, would recommend
loakley04 - 10 days ago
Excellent gray coverage! The color was pretty spot on, too. I'm very pleased!
Excellent
5 out of 5 stars
luzdegloria_6151 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I loved this tone and dye box with a new and improved floral fragrance and aroma. It left me with full coverage and has a gel texture, leaves a super luminous glow and is easy to apply its vibrant color lasts up to 9 weeks
Not great
2 out of 5 stars
amym051f_8898 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Add a star just because the stuff actually kind of smelled nice but overall this did not do a very good job lighting my hair and I am considered a dark blonde. It left my hair looking very orangey so it obviously wasn’t able to lift all the color despite being on for plenty of time.It was easy to use and simple to apply, but obviously the results were not that great and the smell did sting my eyes while applying, but that’s to be expected.
Natural Blonde 👱🏽
4 out of 5 stars
darsheimaa1_3566 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] While the color turned out beautifully, it simply wasn't the right shade for me. However, I genuinely appreciate how soft and silky my hair feels after the treatment. The scent is quite strong, but it's not overwhelming. On the plus side, the coverage is excellent; my only wish is that it had achieved the blonde I envisioned.
Beautiful blonde color!
5 out of 5 stars
yuliyad8_8458 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oréal Superior Preference in 8½A Champagne Blonde is one of my go-to hair colors. It covers greys really well ( my hair is mostly grey all over) , which is a must for keeping my hair looking fresh. The application is super easy, and the instructions are clear, so there’s no guesswork. The kit has everything I need, and the color lasts nicely without fading too fast. Since I color my hair every 2-3 weeks, I love that it gives a rich, luminous shine that holds up. Definitely a solid choice!
Does not turn hair blond,not recommended for dark
3 out of 5 stars
beatrixc3_4104 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have grey to dark blonde hair and tried out L'Oreal preference in natural blonde.you mix the tubes and applied to the roots.after20 minutes I washed it out and applied the conditioner.good smell.but I didn't like the color it came out reddish brown.not the blonde the package promised.
Looks amazing!
5 out of 5 stars
divacandy_1981 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love a good box color! Hated the smell though. It was really toxic smelling. It was easy to apply and processing took longer because I’m loc’ed. The color turned out beautiful and I got sooo many compliments on the color. By hair had a shiny look and still feels great!
Great color
5 out of 5 stars
taram110_2964 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Absolutely am very pleased with this color. I’m naturally a dirty blonde in hair color and this dye brightens my hair and conditions it so nicely. It is easy to apply and you let the color sit on your hair for about 30 mins. Make sure to read the directions though as the time varies. But definitely pleased with the way the color came out.
Salon Quality
5 out of 5 stars
donnakelleher13_5913 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oreal Paris Superior Preference is a fantastic choice if you are looking for a high quality product to use on your hair. The color is vibrant and leaves a beautiful shine! Application was easy and coverage was what I needed.
Easy to apply
5 out of 5 stars
jenniferl375_2845 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I really like the packaging - the box shows the steps to easily get prepped and ready to dye your hair. The no drip texture is wonderful where it eliminates any excess. It feels soft when applied. Hoping that is does last the full 9 weeks! Color came out as expected.