$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: 11485694
UPC: 071249253182
Item Number (DPCI): 063-01-0841
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, sodium metabisulfite, erythorbic acid, resorcinol, p-phenylenediamine, alpha-isomethyl ionone, eugenol, p-aminophenol, linalool, citronellol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, 2,4-diaminophenoxyethanol hcl, m-aminophenol, f.i.l. #d33271/2, 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: 6.45 inches length x 3.51 inches width x 2.41 inches height
Estimated ship weight: 0.57 pounds
This item cannot be shipped to the following locations: Virgin Islands, U.S., Guam (see also separate entry under GU), Northern Mariana Islands, American Samoa (see also separate entry under AS), 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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4.2 out of 5 stars with 20499 ratings
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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 6298 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
Feels great but color is BRASSY
3 out of 5 stars
kittyk7332_4417 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The L’Oreal Paris Superior Preference hair color smelled really good, and it was easy to apply. However, it did burn my scalp a bit. I loved the conditioner that it came with…it left my hair very soft and shiny. BUT the color turned out looking brassy. I do have some deep purple Overtone in my bathroom, so I think it’s a good time to go purple 💜
Easy Peasy & looks beautiful!
5 out of 5 stars
tinab2323_5204 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I haven’t dyed my hair in years with a store bought hair color. I won’t wait years again! The application process was easy to follow, and the smell wasn’t as strong as i remember. I loved the conditioner that came in the box, made my hair very shiny!
Perfect!
5 out of 5 stars
christinak15_971 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Nice and safe packaging with stickers so you know nobody has switched out colors. Easy application with good coverage. I have med length hair and one box was perfect amount. Love this color on my hair!
Good
5 out of 5 stars
hannahg_9054 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Packing is nice and simple. Color is beautiful blonde shade. No overpowering scent just normal haircolor smell. The conditioner is always the best in these boxes. Leaves it feels nice and smooth.
Hair color
5 out of 5 stars
sarahsri_8351 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Amazing beautiful color and shine. Easy directions and application. Scent is not bothersome at all. This gives great coverage. I would highly recommend this item for someone who would like to it cheaper at home.
I’ll keep buying more
5 out of 5 stars
melissal610_7303 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The first thing I loved was the packaging. Loved that it didn’t have any strong and uncomfortable scent to it at all. The application process was super simple and fast . And for sure will keep buying because o loved how shiny my hair looked after.
Natural look
5 out of 5 stars
sindely_9634 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Love the color long lasting and looks like salon quality blonde but from the comfort of your own home. This hair product comes with easy to follow instructions, the formula covers grey well and makes your hair shiny. Leaves your hair looking natural.
Not very accurate
1 out of 5 stars
stephanies163_7965 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I liked the new packaging and the bottle tip. This was supposed to be a medium ash and it turned my roots super bronze and orange. The rest of the hair that was colored before turned a pretty ashy blonde though.
Awesome
5 out of 5 stars
jaimer19_9567 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Great coloring, and so easy to apply and simple directions to follow. I don’t usually do my own coloring, but I have it a shot, and ran into no issues, and it seems to be holding steady a few weeks in now!
Great!
4 out of 5 stars
shillow4_5811 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] So far this has been amazing! Packaging is straight on with color! Scent is like a normal hair dye and application is so easy! My hair doesn’t feel bad either!
Looked nice, drying
4 out of 5 stars
graced131_4799 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I liked the overall color of this, I have preflighted hair that had turned brassy and this worked really well to turn my hair into a nice dark blonde. Really dried my hair out though
.
4 out of 5 stars
moniquel46_959 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Love this hair color. I've been using this brand since I first began to dye my hair years ago and it's never failed me. Great color, great results, doesn't leave hair feeling fried and dry.
It was just okay
2 out of 5 stars
emilyh1f71_7848 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Not impressed by the overall product. I felt the color was dull and off. The product didn’t have that overwhelming smell that would make your eyes burn, so that’s a plus.
Good hair dye
4 out of 5 stars
monicab374_9086 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I don't love using lighteneing box dyes on my hair, but when I do on occasion, L'Oreal is always my go to. It makes my hair so soft and shiny and definitely gives the lift you're looking for.
Not the color as pictured
3 out of 5 stars
christinacalsi_53 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I'm hoping this color changes after a couple washes. The scent is very strong when applying the dye.. The conditioner smells good. When rinsing out the dye, my hair turned very dry even under the water it felt terrible, but when I put the conditioner, it brought it back to life. The color is not as pictured on the box, and it's been about 3 months since I dyed it.
Trusted brand.
5 out of 5 stars
natashas68_9202 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This is a super easy way to color your hair at home. Great results. Smell isn’t too bad and it is easy to apply yourself. Leaves your hair shiny and soft with the conditioner that is included with it. You won’t regret this if you want to coooe your hair at home yourself and save money.
Good hair color
4 out of 5 stars
nicolek5_4530 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Good hair color. It did not cause any breakage. So far the color has held up well and has not faded or turned brassy. If you have long hair you will definitely need more than one box of dye.
Perfect Color and Coverage
4 out of 5 stars
rachellealaine1_6492 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’ve used L’Oréal hair dye for most of my life and this one didn’t disappoint! It has such great coverage and you always get a perfect color in the end. My hair looks the perfect shade and always is kept shiny! My only complaint is I wish L’Oréal would have less toxic/chemical ingredients, so hopefully they’ll either add a clean line or go in that direction!