$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.
_
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)
3.8 out of 5 stars with 3177 reviews
effectiveness: 3.19 out of 5
value: 3.08 out of 5
quality: 3.17 out of 5
51% would recommend
360 recommendations
Affordable
4 out of 5 stars
Thumbs up graphic, would recommend
MamaB - 12 days ago, Verified purchaser
I’ve been using this for about a year now. I keep going back because it’s reliable and affordable and I do not like sitting in the salon. The downside is after about a month my hair turns a very light golden color and there isn’t really a lot of gray coverage after the second week
Never again
1 out of 5 stars
Thumbs down graphic, would not recommend
Dont buy this product - 15 days ago, Verified purchaser
It turned my roots orange!!
Covers Grey
5 out of 5 stars
Thumbs up graphic, would recommend
Molly - 25 days ago, Verified purchaser
I use the dark ash blonde on most of my head and use this golden blonde on my white hair around temples - it covers grey well. The ash blonde on the temples comes out a grey/green.
Slightly different color but covers MUCH better
5 out of 5 stars
Thumbs up graphic, would recommend
Lauramm - 28 days ago, Verified purchaser
Slightly different color than it usually turns up on my hair, however I like it more. It’s a bit more golden but it covers the grey so much better than previously.
Noxious smell and didn't work
1 out of 5 stars
Thumbs down graphic, would not recommend
LK - 28 days ago, Verified purchaser
Hair dye never smells good, but this stuff almost knocked me out and after inhaling the vapors, my throat and lungs hurt for hours. In the end, there wasn't even a noticeable change to my hair color, and it wasn't even close to matching the color on the box. Never again!
Turned my roots orange. Never again.
1 out of 5 stars
Thumbs down graphic, would not recommend
Disappointed - 29 days ago, Verified purchaser
Medium ash brown turned my medium brown roots orange. Dried my scalp and roots out as well.
This is a huge NO for me.
1 out of 5 stars
Cajj - 1 month ago
originally posted on lorealparisusa.com
I have been using this product, 9 natural blonde, for a few years and never had any problems until you changed the formula. The color did come out a little darker but I can live with that. The major problem is how horribly dry it left my hair. I noticed it immediately while I was rinsing it out. This product is not improved. I bought two boxes, used one and threw away the other. I’m not going to take a chance on it again. Please bring back the previous formula. Thank you.
1 reply from Consumer Care Center team - 13 days ago
Hi there! Thank you for reaching out to us about the Superior Preference Fade Defying Shine Permanent Hair Color in the sahde 9 Natural Blonde. We would like to speak to you directly about this, 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.
Bad product that doesn't work
1 out of 5 stars
Thumbs down graphic, would not recommend
Vv - 1 month ago, Verified purchaser
Very bad product. The color did not change after dyeing. Money wasted. I do not recommend
Formal sucks
1 out of 5 stars
Thumbs down graphic, would not recommend
Jessica - 1 month ago, Verified purchaser
Do not buy my hair feels extremely dry after using this do not recommend
Awful smell, burned my eyes, couldnt breathe
1 out of 5 stars
Thumbs down graphic, would not recommend
Amanda Kay - 2 months ago
The smell is AWFUL. It is so strong even doing it in a big open area that I couldn't breathe! It also burned my eyes so bad. I will NEVER use this again. My hair is still wet so I haven't even seen the true results yet but that smell and burning of the eyes is enough. NEVER again.
Not as described
1 out of 5 stars
Thumbs down graphic, would not recommend
qvp99729 - 2 months ago
I was looking for an ashy brown color, my hair turned red.
Wouldnt repurchase
2 out of 5 stars
Thumbs down graphic, would not recommend
Didnt like - 2 months ago
The smell was strong like chemical and it burned my eyes. I did have my bathroom fan on and it was still strong. My hair was level 5 caramel brown and it is now a light brown level 4 but definitely not ashy more gold tones. Idential to Ion 4g. The image shows on the model much darker than it came out on me after processing 30 min and doing a color fill with red dye.
Not happy!
2 out of 5 stars
ChampagneBlond - 2 months ago
originally posted on lorealparisusa.com
I’ve used Champagne Blond since 1993 and have had no problems and loved the outcome. The pat 3 times I’ve used the product my scalp has been sore and irritated for several days afterwards and my hair has had a pinkish tone which washs out in a couple of days. Not happy, L’Oréal! Looking for a new product after 31 years. Please go back and replicate what you had.
1 reply from Consumer Care Center team - 2 months ago
Hi there. We are sorry to hear about the experience you had with recent Preference kits and would like to speak with you directly. Please give us a call @ 800-631-7358 for assistance and provide the reference # 38135546. Please have the last box you used with you if available. We look forward to speaking with you.
Terrible. It made me violently ill. Dont use!
1 out of 5 stars
Disappointed - 2 months ago
originally posted on lorealparisusa.com
I have been using L’Oréal Preference natural blonde for 10-15 years. I loved it! I used the new and improved version in June. 2 hours after I colored my hair I got very sick with stomach cramping and diarrhea. At the time I did not associate my sickness with my hair color. I used it again 7 weeks later, sick again. Same symptoms. I used it for a 3rd time in September and with 1.5 hours I was violently ill with stomach pain, nausea, diarrhea, near vomiting. So sick I almost had to miss my father-in-laws funeral viewing. I thought I was going to have to go to ER. I now realize my sickness was a result of the new and improved hair color. I am beyond devastated about this. It has been 2 months, my roots look terrible. I just want to know what the new ingredients are so I can make sure the next hair color I use does not contain them. L’Oréal please bring back the old formula!
1 reply from garnier team - 2 months ago
Hello, We are sorry to hear about the experience you had with L'Oréal Paris Hair Color. We would like to speak with you directly about it. Please give us a call @ L'Oréal 800-631-7358 M-F 9:00AM- 5:30PM for assistance and provide the reference # 38140247. Looking forward to speaking with you. It would be helpful if you could have the product available when you call.
Mrs
5 out of 5 stars
Thumbs up graphic, would recommend
Sharon - 3 months ago, Verified purchaser
I like that you always have it in stock. So I always order it from target.
Looks good
5 out of 5 stars
Thumbs up graphic, would recommend
Embabe - 3 months ago, Verified purchaser
Works really well for a box color
Brassy Orange Blonde- is what they should name it!
1 out of 5 stars
Thumbs down graphic, would not recommend
Tya34 - 3 months ago, Verified purchaser
It’s very brassy and orange- not dark blonde! I don’t know why these store bought brands can’t get their dyes figured out. I go to the salon every 12 weeks but I need to cover my roots every 3- 4 weeks so I try to rely on a box dye just for gray roots showing up. And nope they are all orange and brassy… why??? No one is asking for that in today’s hair colors everyone wants ashy or neutral not golden or orange.. you would think L’Oreal could get it right after all these years. Used dark blond 7 L’Oreal superior preference. Don’t buy!!!
1 reply from L'OrealParisProductExpert team - 3 months ago
Hi there! Thank you for your feedback on the Superior Preference Fade-Defying Color + Shine System, in the shade 7 Dark Blonde. We are sad to hear that you did not see the results you expected with this shade. We will share this information with our production and development teams. We would like to speak to you directly so we can find the best suited product for you, 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.
Not at all what it should be
1 out of 5 stars
Thumbs down graphic, would not recommend
Anonymous - 3 months ago
The color was completely off, and it did not cover the gray hair. The worst was how far off the color was. I have used Loreal in the past without issues, so I have no idea what is wrong with this version.
1 reply from L'OrealParisProductExpert team - 3 months ago
Hi there! Thank you for your feedback on the Superior Preference Fade-Defying Color + Shine System, in the 4 Dark Brown shade. We are sad to hear that this did not give the gray coverage you had hoped for. We know this can be frustrating and we will share this with our production team. 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.
New formula is awful
1 out of 5 stars
Thumbs down graphic, would not recommend
Diane - 3 months ago
Have used Preference (Dark Brown No. 4) for more years than I can remember and was always happy with it. The "New and Improved" formula is awful--too foamy and horrible strong smell. Was very unpleasant to use. After all these years, will be switching to another brand.
1 reply from L'OrealParisProductExpert team - 3 months ago
Hi there! Thank you for reaching out to us about the Superior Preference Permanent Hair Color. We would like to speak to you directly so we can find the best suited product for you, 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.
Test
4 out of 5 stars
ranj - 4 months ago
originally posted on lorealparisusa.com
[This review was collected as part of a promotion.] Was pleasantly surprised with this product. The texture of the powder is so creamy and goes on like a dream on the skin. I prefer using a buffer brush to apply the foundation since the sponge absorbs way too much of the powder. Really good staying power for a powder foundation!
1 reply from ccc team - 4 months ago
Hi ranj, Thanks for sharing your experience using our product. We are always happy to hear when a consumer is pleased. Thanks for sharing!