$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Light Auburn 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 Auburn 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: 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: 11475713
UPC: 071249253120
Item Number (DPCI): 063-01-0835
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: 1055895: 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, p-aminophenol, 2-methyl-5-hydroxyethylaminophenol, 4-amino-2-hydroxytoluene, erythorbic acid, p-phenylenediamine, 2- amino-3-hydroxypyridine, m-aminophenol, resorcinol, alpha-isomethyl ionone, eugenol, linalool, citronellol f.i.l. # d33282/2, color optimizing creme: 178914 u: 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: 1087166 k: aqua/water, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera/candelilla wax, amodimethicone, cetyl esters, isopropyl alcohol, fragrance, sodium pca, trideceth-6, linalool, hexyl cinnamal, benzyl alcohol, chlorhexidine dihydrochloride, centrimonium chloride, butylphenyl methylpropional, limonene, alcohol denat, geraniol, amyl cinnamal, ppg-5-ceteth-20, benzyl benzoate, camelina sativa seed oil, oleth-10, citronellol, disodium cocoamphodipropionate, lecithin, phosphoric acid, tocopherol, ethylhexyl salicylate f.i.l. # d192716/1
Shipping details
Estimated ship dimensions: 2.25 inches length x 3.5 inches width x 6.25 inches height
Estimated ship weight: 0.58 pounds
This item cannot be shipped to the following locations: American Samoa (see also separate entry under AS), United States Minor Outlying Islands, Virgin Islands, U.S., Northern Mariana Islands, Guam (see also separate entry under GU)
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 6287 reviews
effectiveness: 3.18 out of 5
quality: 3.16 out of 5
value: 3.06 out of 5
52% would recommend
365 recommendations
Fumes
3 out of 5 stars
Thumbs up graphic, would recommend
jmill - 1 day 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
Great
5 out of 5 stars
chrissyd24_9672 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I enjoyed this. It was very easy to apply. Thr directions were easy to follow. It didn't have a strong chemical smell, which is nice. It made my hair very soft and beautiful
Shiny
4 out of 5 stars
jessicagbeauty__4509 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This color is very subtle, it has a nice shine to it. The bottle applicator made it easy to apply. The only con is that scent is very strong. Overall I like how my hair looks and feels.
Blondy
5 out of 5 stars
katbombs_3144 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I was so happy to receive this product for FREE in exchange for my honest review. I have had my hair colored professionally but it’s an expense so getting L’Oréal Paris Superior Preference I was able to touch up my grown out blond at home without having to go to the salon! I saved money and time! Plus, I love the color!! Would recommend to others.
Great vibrant hair dye
5 out of 5 stars
crystalm0722_8455 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This color is so vibrant and beautiful! Easy to mix the formula and easy to apply. Helps cover up grays well and does not fade fast. I’m use to the smell of hair dye so it doesn’t bother me but u didn’t think it was as strong.
Good
4 out of 5 stars
michelm1818_6570 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] It’s good, it’s a maeca that has always been known and approved. I used the tone to lighten my hair a little. I have always liked the conditioners they use in their boxes.
Great Color
5 out of 5 stars
biker_vixen_91770_8328 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I was very happy with the results that I received from this Shine Permanent Hair Color from L'Oréal Paris. It blended my roots to match the rest of my hair. The application process was easy, although the scent of ammonia was a little strong. I would definitely use this product again.
Average
4 out of 5 stars
tannaf1_8550 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Good packaging, complimentary to my skin tone. Enhanced my hairstyle nautral shine. Scent was like most hair dyes. Easy application process.
Easy to use
5 out of 5 stars
pepperg5_9469 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received L'oreal Preference hair color in 6R Light Auburn from Influenster and L'oreal. Everything you need is included in the kit, from gloves to the after color conditioner. My grays are covered, and my hair is soft and shiny! I've been sick for over two weeks, so updating my hair color has been a real boost. This color was easy to apply, and even with my long hair only took about 90 minutes, not including drying. (Or styling, which is not pictured here..lol) 🍓❤️ I highly recommend this product for one process hair color.
L’Oréal Paris Superior Preference 6R Light Auburn
5 out of 5 stars
wbethy_cubero_983 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love this hair dye, it leaves me with a beautiful hair color and I love how the color looks. I received this product courtesy of the brand through Influenster in the Light Auburn shade completely free in exchange for my honest review.
Blonde Bombshell
5 out of 5 stars
kirstengailsharp_4374 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] It's box dye, not rocket science so it was incredibly easy to mix together and apply. Packaging is as to be expected for a store brand box dye, it's nothing fancy. The fragrance is surprisingly not overwhelming. It didn't leave the hair feeling stripped or damaged. The hair actually looked shiny and healthy.
Wonderful grey coverage!
5 out of 5 stars
judithmcd98_7241 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Received product from Influenster for my honest opinion. The packaging was nice, and everything, including gloves, was in the box. The application method worked well, and the grey coverage was super. While applying the chemicals smelled a bit strong, but it worked fine. I had a few light brown hairs that it lightened well, too. My hair looks shiny and healthy.
Not enough lift
3 out of 5 stars
deannab111_4688 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The color looked great on the box but comes out a lot more golden than what it shows. I don’t know if I would use it again. I need something a little bit lighter.
Very watery and difficult to keep out of my eyes
1 out of 5 stars
Adksbo - 9 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.
Meh... but my hair feels nice
3 out of 5 stars
daniellei_5442 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received these complimentary from influenster for testing and reviewing purposes. They sent me 2 boxes of this color, but one was actually enough to color all my hair. I followed all the instructions for the color, especially the time because I already had color treated hair. I didn't get the color i was expecting. From looking at what the box said I would get for dark colored hair, i thought I would get a bit more color. My hair has the essence of auburn. Even on the areas that were already light, it has the essence of auburn but not much color. My hair does however feel really good. Im going to wait some weeks and use the second box to see if I can get closer to the color I want
I absolutely love this hair dye from L’Oréal!
5 out of 5 stars
volha_creative_7823 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I absolutely love this hair dye from L’Oréal! It gives me such a beautiful, clean blonde — no brassiness, just an even, radiant color. My hair looks healthy and well-groomed. Truly a gem
Hair dye
5 out of 5 stars
lizvettec_7071 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The perfect Auburn hair color you are looking for. The box comes with everything you need to achieve this beautiful color. Easy application and the scent is a little strong.
An Old Favorite
5 out of 5 stars
Thumbs up graphic, would recommend
RCE - 11 days ago, Verified purchaser
I've been using this for years. Love the short processing time and color.
I’d probably want a level 12
5 out of 5 stars
blondejovi_141 - 12 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] touches up her #blonde ✌🏼👱🏻♀️ I was #gifted L’Oreal Paris Superior Preference Superior Preference Fade Defying Shine Permanent Hair Color in the shade 10NB Ultra Natural Blonde … it boosted my #blonde a few levels & I love how it literally made my hair feel softer and look shinier ✨The conditioner includes really locks in the moisture & seals in this natural color. #lovesit #loreal has been the gold standard in hair color since 1973, now wirh a new and improved floral fragrance. It comes in 50 shades! @influenster #complimentary @lorealparis
Orange roots
1 out of 5 stars
Thumbs down graphic, would not recommend
KJ - 12 days ago
This color turned my medium brown hair roots orange! Yuck!!
1 reply from L'OrealParisProductExpert team - 10 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.