$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: 11485700
UPC: 071249253304
Item Number (DPCI): 063-01-0853
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, alpha-isomethyl ionone, eugenol, linalool, citronellol, resorcinol, m-aminophenol, 2,4-diaminophenoxyethanol hcl, p-phenylenediamine, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl f.i.l. #d33274/2, 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: 3.5 inches length x 2.2 inches width x 2.5 inches height
Estimated ship weight: 0.58 pounds
This item cannot be shipped to the following locations: Northern Mariana Islands, American Samoa (see also separate entry under AS), Guam (see also separate entry under GU), 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 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
Not bad
4 out of 5 stars
someeri_5330 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have dark blonde hair and I know it can be a bit hard to process. I've been dying my hair for over 20 years now, and well 20 minutes was nowhere near long enough for a root application. It was very easy to use and work through my hair. Super easy to mix and good coverage. Did not leave a bothersome scent after washing, but I think your process time is a tad off.
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.
So so
2 out of 5 stars
alyc41_2855 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The product itself is OK. It didn't work well for my hair but the packaging and instructions were easy to follow and you get alot if product in the bottles
Great product
5 out of 5 stars
heathert106_5621 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Usually not a box color girl but found this to be a great product for in between hair dresser visits. Love the shine and the rash application process. The packaging is nice and compact with everything you need. Would purchase again.
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
Great at-home dye!
4 out of 5 stars
abbeyj1483_5487 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This product bought me some time between hair appointments. I definitely recommend 2 boxes for anyone with longer hair. I don’t feel like this product dried my hair out like some blonding products will do. It didn’t burn my scalp or smell bad!
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.
Good coverage
4 out of 5 stars
chanse291_4092 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I really liked the coverage of this hair dye. It was very easy to apply and it only took 25 minutes. I do wish it was a little bit lighter, but I like the way it lightened my roots. It definitely made a big difference and I will be using it again.
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.
Beautiful shade
4 out of 5 stars
pamelal1_9106 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The application process was really easy and at first I didn’t think it would be since I have really thick hair!! I was very impressed with it and love the color
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.
Always a trusted great hair color
5 out of 5 stars
lisaaybikek_2342 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I recently tried the L’Oréal Paris hair color and I have to say—I’m impressed. The color payoff was rich and vibrant, without looking brassy or unnatural, which can be a real concern when going blonde at home. It provided full gray coverage and left my hair feeling soft, not dry or brittle like some box dyes tend to do. The kit comes with everything you need: pre-color serum, developer, color creme, and a conditioning treatment. The instructions were clear and easy to follow, even for someone who isn’t a pro. I especially appreciated the pre-color serum, which helped protect the ends of my hair and made a noticeable difference in how even the color turned out. One of the best parts? The blonde shade stayed true and didn’t fade quickly. It had a nice dimension to it—not flat or too “yellow”—and gave me that fresh, salon-inspired look from home. Pros: • Great gray coverage • Vibrant, natural-looking blonde tones • Includes a pre-color serum for added protection • Hair feels soft and nourished after coloring
Great coverage, easy application
5 out of 5 stars
cherimorrillclark_5159 - 13 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L'Oréal Paris preference permanent hair color is a brand I trust for consistent results and its easy to use, the directions are clear and straight forward whether your coloring just your roots or your whole head. I didn't notice any damage compared to others I've tried and my hair is more shiny. Everything you need to color your hair is included color, developer and a nice softening luxurious conditioner to use immediately after coloring and they give you enough extra to continue conditioning your hair, I use it once a week for several weeks, it makes my hair super soft and easy to comb out. The new floral scent of this hair color is much better than what's to be expected when you dye your hair, great improvement, I liked the scent it's an improvement. I got pretty even results, any part that didn't cover well was user error on my part, the product itself offers great coverage even on my gray hairs, just be sure to saturate all your hairs, I missed a few. I can't believe it I'm a natural blonde again and can't be any happier with the results, thank you L'Oréal paris. I will use this brand and formula again. @influenster #complimentary @lorealparis #lorealparishaircolor
An Old Favorite
5 out of 5 stars
Thumbs up graphic, would recommend
RCE - 13 days ago, Verified purchaser
I've been using this for years. Love the short processing time and color.