$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.
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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: Aluminum-Free, Dye-Free, Paraben-Free
Product Warning: Not recommended for those with sensitive skin
Product Form: Liquid
Includes: Gloves
Beauty Purpose: Hair Coloring
Processing Time: 45 minutes
TCIN: 11485705
UPC: 071249253625
Item Number (DPCI): 063-01-0865
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: oleic acid, aqua/water, cocamide mipa, octyldodecanol, benzyl alcohol, alcohol denat., ethanolamine, ammonium hydroxide, oleth-30, hexadimethrine chloride, mea-laureth sulfate, fragrance, ammonium thiolactate, isopropanolamine, edta, erythorbic acid, resorcinol, alpha-isomethyl ionone, p-phenylenediamine, eugenol, linalool, citronellol, p-aminophenol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, 2,4-diaminophenoxyethanol hcl f.i.l. #d32261/2, 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. #d12850/13, 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: 2.32 inches length x 3.52 inches width x 6.35 inches height
Estimated ship weight: 0.57 pounds
We regret that this item cannot be shipped to PO Boxes.
This item cannot be shipped to the following locations: American Samoa (see also separate entry under AS), Guam (see also separate entry under GU), Northern Mariana Islands, Puerto Rico (see also separate entry under PR), United States Minor Outlying Islands, Virgin Islands, U.S., APO/FPO, Alaska, Hawaii
Return details
This item must be returned to any Target store.
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)
4.1 out of 5 stars with 6215 reviews
effectiveness: 3.17 out of 5
quality: 3.16 out of 5
value: 3.06 out of 5
52% would recommend
364 recommendations
Very watery and difficult to keep out of my eyes
1 out of 5 stars
Adksbo - 6 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.
An Old Favorite
5 out of 5 stars
Thumbs up graphic, would recommend
RCE - 8 days ago, Verified purchaser
I've been using this for years. Love the short processing time and color.
Orange roots
1 out of 5 stars
Thumbs down graphic, would not recommend
KJ - 9 days ago
This color turned my medium brown hair roots orange! Yuck!!
1 reply from L'OrealParisProductExpert team - 7 days ago
Hi there! Thank you for reaching out to us about the Superior Preference Permanent Hair Color, we are sad to hear that you did not get the results you had hoped for. We would like to speak to you directly so we can find the best suited product for you, please call us at 1-800-631-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
Always my go to when I want to change my hair colo
4 out of 5 stars
oanhn19_962 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The biggest concern when dyeing hair is how to get the most accurate color. Understanding that, L'Oreal Paris Preference | PERMANENT Hair Color with Hi Impact Shine technology is applied to create shine and radiance for hair. Hair color can last for about 4-6 months or longer if you use shampoos and conditioners specifically for dyed hair. Even color coverage: Nano molecules cover the hair surface evenly, preventing patchiness. Helps your hair color to be as beautiful and even as possible. Fast hair color time: Helps you shorten the time to beautify your hair because the color comes out quite quickly and accurately. You can use it in combination with hair conditioner to get the fastest color possible. The nourishing ingredients in this hair dye penetrate deep into the hair roots, nourishing the hair from root to tip. Prevents dryness and damage caused by the ingredients in the dye. Hair after using the shampoo and conditioner included in the product is very soft, smooth and healthy. The accompanying kit is very complete, detailed, convenient, and even includes specialized gloves. Easy to do at home even if you are dyeing yourself for the first time. The scent is much milder than other hair dye products. In particular, the dye cream also covers the gray color of the hair to adjust the hair color as desired, regaining youth. No uncomfortable burning during the dyeing process, which is very necessary in a home dye. However, the amount of dye is not enough for those with long hair, a bit small! Reasonable price
Decent!
4 out of 5 stars
olecias_3575 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair coloring product is decent, but when considering cost, the ranking certainly increases. It’s a cost effective way to get nice blonde hair. The scent isn’t wonderful but also isn’t the worst. The color accuracy is pretty good and it’s great that it doesn’t burn hair.
Good dye
5 out of 5 stars
aprillouise_667 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair dye made my hair super shiny. The black is very even and covered my previous color well. Hasn’t faded with many washes and still looks shiny
Nice dye!
4 out of 5 stars
britttneeyy_248 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I've been wanting to go back to blonde for a while and this was the perfect shade for me. It was easy to apply and smelled great(for a hair dye). My hair feels fine after dying it and I think it turned out great. I would definitely recommend it if you're trying to go blonde.
One of the best store bought brands
5 out of 5 stars
foodiemel2_4097 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have yet to find a hair color product that 100% covers my grays, but L'oreal is the closest thing to it. I've used L'oreal for many years, and it is a solid winner among color products. The smell is quite strong, but most hair dyes do have that strong scent. Overall, I'm very happy with the outcome of my hair.
shiny, good coverage
5 out of 5 stars
melissatg_8260 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] very good coverage from a good brand, i absolutely love it, it has good shine to. the scent is okay. i give this a 10/10 and highly recommend it. thank you influenster
Good gray coverage and shine.
4 out of 5 stars
crystalh352_857 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Not my usual brand but I really do like the color and shine. The gel does not spread as much as its competitor. I did need to use the two boxes and still seemed to miss some areas. The smell was strong like other hair dyes.
Amazing!
5 out of 5 stars
misspatricio_59 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have been using shades from this family as my original hair color is black and I do not want to damage my hair by drastically changing my hair color to light blonde. This is easy to use and I love the result. My hair is evenly colored, soft and brilliant.
6.5G
4 out of 5 stars
cherryblossoms_8297 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The iconic Superior Preference hair color by loreal in an improved formula. The smell is not overpowering and works well even for dark base hair. Gives a rich and shiny hair color that's fade defying
Easy to apply
5 out of 5 stars
ruchis21_3889 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Superior preference fade defying shine permanent hair color 4 dark brown is exactly my hair color it covers all my grays very well and gives a nice shine I like that it doesn’t dry or damage my hair and very easy to apply like it
Love!
5 out of 5 stars
cee_ohwhattt_2349 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Thank you to @influenster and @lorealparis for this free product in exchange for my honest review. I love how my hair turned out. It feels healthy and shiny and has a solid color all around. It was extremely easy to apply and one box was enough. It took 25 minutes to develop and covered my gray hairs. It does have a strong smell so make sure to dye it in a ventilated area but I would definitely recommend this product. The conditioner left my hair really soft as well. @influenster #complimentary @lorealparis #lorealparishaircolor
Doesn’t lighten as much as it said
3 out of 5 stars
ramrodette_5938 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I use L’Oréal for many different things and hair coloring is one of them. It didn’t lighten my hair as much as I expected it to, giving the example pictures it showed on the box but it did lighten a bit. I would choose a bleach next time if I choose to go lighter but I will continue using L’Oréal.
Stinky but love
4 out of 5 stars
shaynnae1_5740 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] First and foremost, this stunk horribly. I had the smell stuck in my nose for days. Now, after saying that, I was really pleasantly surprised how well this turned out. Coverage is wonderful. I don't have a lot of gray, but it did cover what I do have. The conditioner that they added with it left my hair super smooth and actually helped with frizz. The color is exactly what I have been trying to achieve. I am completely happy with this.
Conditioning and coverage!!! Great combo!
5 out of 5 stars
abigaila19_3343 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] My experience over the year is this a great product, it covers the grays, it gave me full coverage about other colors that I had. The scent it was pretty accurate nothing strong or uncomfortable the application is so easy and great results highly recommend!!!
Not the best experience
3 out of 5 stars
kalif920_2601 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] It did cover my grays however alot of the color washed out and faded. Not sure how much I really like it but it was worth trying ! Maybe I needed another box as my hair is super thick and long.
Lightens over time, nice color
4 out of 5 stars
ericas8dd0_9785 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I really like this hair dye. The color got lighter after a couple of weeks and my reddish undertone is coming through so it wound up lighter than I expected but I still like it. I will definitely purchase again when I need to dye my hair next.
Gloss and shine 💯
5 out of 5 stars
karrip5_1754 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] As soon as I got my product I was so excited to get started! The application process was very easy to follow. I enjoyed the no drip application. I have very long hair so the thickness of the creme really helped get it all through my hair from root to ends. After it was finished my hair came out glossy and all over even color.