$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
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 6358 reviews
effectiveness: 3.18 out of 5
quality: 3.16 out of 5
value: 3.07 out of 5
52% would recommend
366 recommendations
Maybe user error?
3 out of 5 stars
Thumbs up graphic, would recommend
Madison - 2 days 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
Fumes
3 out of 5 stars
Thumbs up graphic, would recommend
jmill - 3 days 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
A Golden Touch for My Grays
5 out of 5 stars
anneluzs_6526 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received the product for free from Influenster and L'Oréal Paris in exchange for my honest review. L'Oréal Paris Superior Preference truly lives up to its gold standard reputation! As someone with stubborn gray hair and previously colored black hair, I was impressed by how well the Champagne Blonde shade transformed my look. While I didn't expect platinum results, the rich, luminous color exceeded my expectations and covered my grays beautifully. The gentle formula didn't irritate my scalp, and the luxurious Care Supreme Conditioner left my hair feeling revitalized with a delightful fragrance and added shine. With promises of vibrant, fade-defying color for up to 9 weeks, I'm confident this will become my go-to hair color solution!
Very easy to use and worth it
5 out of 5 stars
crystals562_9365 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The application process is very easy to use and don’t have a horrible smell to it. I will definitely use this product again as the amount of blonde shades I have in my hair are beautiful and my hair is so soft.
even coverage easy to use
5 out of 5 stars
sarahk942_3174 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oréal Paris Superior Preference Natural Blonde Hair Dye is a solid choice for those seeking salon-quality color at home. However, it’s advisable to perform a patch test before full application, especially if you have sensitive skin or have noticed changes in product performance.
Desired color
4 out of 5 stars
shelbymariemark_4615 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The coverage is well on my highlights. My hair felt soft directly after washing out but it seems more dry, compared to a salon, several days after. It had a strong smell and caused mild burning to my scalp. The color is a desired color but I think too harsh for myself.
Works well!
5 out of 5 stars
babettesobsession_4270 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I wasn't sure if this would work on my hair but it did. I had to leave it on a little longer than instructions. It highlighted my grades and lightened my medium brown roots. It was easy to apply and I would definitely use again. I'm left with a pretty honey blonde color.
Hair
5 out of 5 stars
starv7_917 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The blonde application is so easy to use , I was able to add some highlights and a little ombré to my hair with this kit. Super simple and great quality
Shiney
5 out of 5 stars
whitneys2_6256 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Very pretty color! It’s super easy to use, the instructions are clear and easy to read. It smells like normal hair die. My hair was so shiney after using this!
The perfect summer look
5 out of 5 stars
patifia_5051 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received a complimentary sample of L'OREAL Paris Superior Preference in shade 9 Natural Blonde in exchange for my honest opinion. This is definitely my go to color. I have naturally warm undertones and this definitely compliments my style. I applied this a month ago and my color is still as vibrant as day one. I appreciate the no drip texture that allows for complete coverage without the mess. My hair is vibrant, soft, shiny, and feels silky. I love that I haven't encountered any breakage.
Solid Gray Coverage, Surprising Tone
4 out of 5 stars
amcounasse_9712 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Since blonde was the shade available, my mom was the test subject for this one. The L'Oreal Paris Superior Preference in 8.5A Champagne Blonde was easy to mix and apply—about what you'd expect from a standard at-home dye kit. Although the brand recommends using the Excellence line for covering gray, Preference actually did an excellent job with it. It saved a trip to the salon and was much more affordable, which is always a plus. Right after coloring, the shade came out darker than expected and leaned more toward a strawberry blonde rather than the cooler champagne tone shown on the box. My mom didn’t love the initial warmth, but interestingly, as the color began to fade (a lot sooner than the promised up to nine weeks), it settled into a softer, more natural-looking blonde that suited her better. One thing we did notice was that her hair felt a little drier post-application, so a good deep conditioning treatment afterward is definitely a smart idea. All in all, it was a good option for solid gray coverage at home. Just keep in mind that the final shade might lean warmer than expected and won’t necessarily hold as long as claimed—but that worked in our favor in the end.
Good in a pinch
3 out of 5 stars
nerdjen_8661 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This was just alright . Kind of made my hair darker. It didn’t fry out my hair at all and seemed to leave my hair feeling moisturised. Give it a try! If you want a quick freshen up, this is a good option.
True to the color
4 out of 5 stars
candyf10_6723 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I usually buy this brand of hair dye and I normally never have any issues. And I really love this color especially now that summers approaching us finally. The only problem I had with this is that it has ammonia in it. They make dyes without that and they work perfectly fine as well. This type of dye is very hard to breathe with. That’s my only complaint. But I still used them and I still love the end result. Thank you
Good
5 out of 5 stars
leahib_611 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The Application of the product was easy. The packaging of the product was fine. The smell was extremely over powering. We used 2 boxes and had good coverage 👍
Very watery and difficult to keep out of my eyes
1 out of 5 stars
Adksbo - 11 days 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.
This is a new- not "Improved" formula, imo
3 out of 5 stars
meganb202_3121 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I chose shade 8.5A champagne blonde. First, let me say—always do a strand and spot test before applying hair dye. So, I started with reverse balayage hair(light brown that faded to blonde). The instructions were simple to follow and apply. I've used this brand before with no problems, but this time was different. As it processed, my scalp became sensitive, and I felt a stinging sensation. After rinsing, I felt the color was darker and warmer than anticipated. I had high hopes for this hair dye, but honestly, I was kinda disappointed.
Amazing results
5 out of 5 stars
sheilak37_906 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Amazing hair color so very easy to use. I used it to highlight my hair and it come out magnificent it shines like never before. Will definitely be using this product again.
Beautiful blonde tone
5 out of 5 stars
lynettebarbie_8289 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Nice color, with good coverage I got a lot of hair and with two box it was enough to cover my dark hair color. Easy to apply and not a bad chemical scent. Left my hair shiny and beautiful.
Would buy again!
5 out of 5 stars
kyerstenp_7114 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received this product for free from Influenster and L’Oreal Paris in exchange for my honest review. Colors appear to be as good as a salon. Follow directions but may need to keep on hair longer dependent on color desired. Nice to update color and well worth the price to give yourself just a few highlights. Would buy again.
Standard box dye with misleading color.
3 out of 5 stars
lokolynch_5529 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This is a pretty standard box dye & the only reason I’m giving it a 3 star rating is because I wasn’t wowed by the formula & the color wasn’t as champagne like I thought it would be. I thought the color would be warmer & more champagne gold, but it is actually more cool tones & ashy.