$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Light Amber 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 Light Amber 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: 11485693
UPC: 071249253403
Item Number (DPCI): 063-01-0244
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, oleyl alcohol, alcohol denat., ammonium hydroxide, polyglyceryl-2 oleyl ether, oleic acid, sodium diethylaminopropyl cocoaspartamide, pentasodium pentetate, ammonium acetate, fragrance, p-aminophenol, sodium metabisulfite, m-aminophenol, p-phenylenediamine, resorcinol, 2-methylresorcinol, erythorbic acid, 2-methyl-5-hydroxyethylaminophenol, 6-hydroxy-indole, alpha-isomethyl ionone, eugenol, linalool, citronellol f.i.l. #d33278/2, 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: 6.46 inches length x 3.48 inches width x 2.32 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.
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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 5213 reviews
effectiveness: 3.09 out of 5
quality: 3.07 out of 5
value: 2.95 out of 5
50% would recommend
333 recommendations
Bad smell
1 out of 5 stars
Thumbs down graphic, would not recommend
shoes77 - today, Verified purchaser
The smell was so strong it made my eyes tear. It also didn’t really color like it should have. Definitely like other brands after trying this one.
Sylvia
5 out of 5 stars
Thumbs up graphic, would recommend
SylvieJ - 18 hours ago, Verified purchaser
Great color. Does not smell.
best so far
5 out of 5 stars
dddd - 4 days ago
originally posted on lorealparisusa.com
best so far covers grays great!!! smell is strong but it works
4A Color not the same
2 out of 5 stars
Thumbs down graphic, would not recommend
Shopper5790 - 10 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.
Hair color order is toxic & hard to remove
1 out of 5 stars
RhoRho - 16 days ago
originally posted on lorealparisusa.com
I recently tried 5a Medum Ash Brown, New and Improved Superior Preference, and unfortunately, my experience was far from pleasant. The smell of the product was incredibly toxic and lingered for three days in my hair. Despite shampooing my hair each day, I struggled to remove the persistent odor. This made the entire process quite uncomfortable and frustrating. While the color result might be satisfactory, the overwhelming and lingering smell is a significant drawback. I would not recommend this product to anyone sensitive to strong odors or looking for a more pleasant hair coloring experience.
Excellent gray coverage!
5 out of 5 stars
Thumbs up graphic, would recommend
loakley04 - 16 days ago
Excellent gray coverage! The color was pretty spot on, too. I'm very pleased!
MRS
5 out of 5 stars
Thumbs up graphic, would recommend
Angelyk - 19 days ago, Verified purchaser
I have been using this hair dye for about 8 years now and I can say that it is excellent, a wonderful blonde that does not burn the hair and the special conditioner that is included in the composition gives the hair a silky tightening. The only thing is that the exposure time should be individual for each person, for me it is 7 minutes and not as in the instructions
Pleaseeee listen to your customers L'Oreal
1 out of 5 stars
Thumbs down graphic, would not recommend
Carol - 28 days ago, Verified purchaser
I have been using L'Oréal Prefernce 7A for many years. My color was always consistant and I received compliments on the color and shine. I recently called customer service because the two times prior my hair had a weird purple tone. She said possibly because I was getting more gray, I should switch to Dark Blonde, which I tried. Now I'm getting pinkish, red tones! I have to use clarifying shampoo and it still doesn't cut it. Plus the smell is nauseating. Please switch back to your old formula and listen to your very unhappy customers!
1 reply from L'OrealParisProductExpert team - 25 days ago
Hi there! Thank you for reaching out to us about the Superior Preference Hair Color. We would like to speak to you directly so we can find the best suited product for you, please call us at 1-800-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
50
5 out of 5 stars
Pat75 - 1 month ago
originally posted on lorealparisusa.com
I used medium golden brown, I did get the results I wanted. I was told by my Aunt that was a hairdresser to choose a color with golden highlights so color doesn't come out too dark
I HATE THE NEW FORMULA
1 out of 5 stars
TLW9 - 1 month ago
originally posted on lorealparisusa.com
I have been using 6.5G for years and loved the result. Since Loreal changed their formula, my hair more orange in color, the color is uneven, and it is lighter in color. I am very unhappy.
1 reply from LeCare team - 30 days ago
Hi TLW9! Thank you for sharing your experience after using the new formula of Superior Preference, 6.5G-Lightest Golden Brown. We appreciate you sharing these results with us. Your feedback is important to us when making decisions about our products. We appreciate yours and will be sharing it with others in our company.
Content, but not overly impressed
4 out of 5 stars
Thumbs up graphic, would recommend
Claire - 1 month ago, Verified purchaser
This hair dye has been my go-to for years. I remember first using L’Oréal Preference and feeling like quality-wise it was a step above some of the other products and brands I had tried. In the last year or two, every time I use it, I feel content with my hair color, but that the quality of the product has gone down. The hair dye doesn’t seem like it is lasting as long and is fading quicker, and the “step 3” hair conditioner doesn’t seem to leave my hair as shiny as it did before.
My routine hair color
5 out of 5 stars
Thumbs up graphic, would recommend
Juliet - 1 month ago, Verified purchaser
I like that it is easy to use and is constant in color. Just wish it last longer. It’s not really “permanent” even though I follow all the recommendations of prewashing, rinsing in cool to cold water, letting hair air dry and using the cream rinse as directed.
Disappointed
1 out of 5 stars
Sasha - 1 month ago
originally posted on lorealparisusa.com
There was hardly change from my brown hair to lb 01 an extremely light blonde shade, I'll move onto another product if this is a true representation of this loreal product and strongly suggest you do the same, sadly disappointed in you Loreal
1 reply from LeCare team - 1 month ago
Hi there! Thank you for reaching out to us about the Superior Preference Fade Defying Shine Permanent Hair Color, in the shade 8 1/2A Champagne Blonde, and the LB01 shade. 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.
No wow factor… looks like I used koolaid.
1 out of 5 stars
Michelle D - 1 month ago
originally posted on lorealparisusa.com
My daughter is blonde so we really expected the results to be closer to the box. We got 7LA lightest auburn and her hair turned out more strawberry blonde. I am not expecting it to last. Not worth standing in the ammonia fumes for such a lack of color.
1 reply from LeCare team - 1 month ago
Hi there! Thank you for reaching out to us about the Superior Preference Fade Defying Shine Permanent Hair Color, in the shade 7LA Lightest Auburn. 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.
The worst after its formula changed
1 out of 5 stars
Irene - 1 month ago
originally posted on lorealparisusa.com
I used L'Oreal 9G golden blond for a couple of decades, and it used perfectly match my skin color, also was covering my gray hair for a few weeks. After they changed the formula, it not only became lighter, but does not hold the color for a week, and shows gray hair after 2 weeks!!! And does not shine as used to be. I changed to 8G, which seems to become a similar shade to former 9G. And again, the same problem: does not hold color, fades after a week and does not cover gray hair after 2 weeks! I will be looking for another brand to replace L'Oreal product
1 reply from LeCare team - 1 month ago
Hi Irene! Thank you for sharing that the Superior Preference, 9G-LightGolden Blonde is on longer covering your gray. Feedback from our customers is important to us when making decisions about our products and services. We appreciate your feedback and will be sharing it with others in our company. Please try Excellence Creme #8G-Medium Golden Blonde.
New Scent Stinks
1 out of 5 stars
LightestGoldenBrownGin - 1 month ago
originally posted on lorealparisusa.com
The new scent smells like a wet dog! I have used Lightest Golden Brown 6.5 L'Oreal Superior Preference for over 30+ years. I didn't mind the old, stronger scent. This new scent is hideous and smells horrible. The new scent is putrid! Please add a new, better ingredient or just bring back the old scent. I have used this for over 30+ years, 1x per month and I'm now shopping other brands. The new scent has ruined it.
1 reply from LeCare team - 1 month ago
Hi there! Thank you for sharing how you feel about the smell of Superior Preference, 6.5G-Lightest Golden Brown. Feedback from our customers is important to us when making decisions about our products. We appreciate your feedback and will be sharing it with others in our company.
I was a diehard Colorsilk user
5 out of 5 stars
Thumbs up graphic, would recommend
Sugartown - 1 month ago, Verified purchaser
Preference really does offer superior gray coverage. I went up to level 8, so I was worried that there wouldn’t be much deposit. Boy was I wrong. This costs more but is well worth the money. I will try Excellence next because it’s supposed to be even better gray coverage, but I am VERY happy with my results with Preference. For reference I’m about 60 percent gray, and my natural color is dark brown.
New formula smells really disgusting! Gagging!
1 out of 5 stars
Thumbs down graphic, would not recommend
Suzysgold - 1 month ago, Verified purchaser
I've been using Preference for years, but the new formula change is awful. I was literally gagging from the smell and couldn't wait to get it off my head. I washed it out twice, even with perfumed shower gel, but I couldn't get the stink out. What were they thinking? Do they not have a nose? After years with the same product, same color, I now have to find another hair dye. Very, very disappointed.
New formula smells disgusting! Gagging!
1 out of 5 stars
suzysgold - 1 month ago
originally posted on lorealparisusa.com
New formula smells disgusting! I've been using this for years, but this time I was literally gagging and couldn't wait to get this crap out of my hair. I had to shampoo it twice, even going so far as to use perfumed body wash and I can still smell it. What the heck did you guys do?!! Does anyone there have a nose?
1 reply from LeCare team - 1 month ago
Hi suzysgold! Thank you for sharing how you feel about the smell of Superior Preference, 9.5NB-Lightest Natural Blonde. The opinions of our customers are important to us when making decisions about our products. We are committed to bringing our consumers high-quality, innovative products that meet their needs and expectations. Your feedback will be shared it with others in our company.
Long Time User Disappointed in Formula Change
2 out of 5 stars
Frani - 1 month ago
originally posted on lorealparisusa.com
I’ve used Preference 9G Light Golden Blonde for many years, frequently received compliments on my hair color & would give it 5 stars in the past. I don’t know what formula change was made but it’s not the same product. I thought at first I may have gotten the wrong color as it resulted in a much lighter blonde shade with little to no gold. I checked the discarded box & it was 9G. I hesitantly tried the product again 6-7 weeks later & unfortunately got the same much lighter blonde shade. I’m so disappointed & have lost confidence in a product I confidently used for years & recommended to others.
1 reply from Consumer Care Center team - 1 month ago
Hey there! Thank you for your feedback on our Superior Preference Fade Defying Shine Permanent Hair Color in the 9G Light Golden Blonde shade. We are sad to hear that this did not meet your expectations. We understand that this can be frustrating, and we will share this information with our production team. 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.