$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Ultimate Black 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 Ultimate Black 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: 11475700
UPC: 071249154946
Item Number (DPCI): 063-01-0027
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: 1269143 aqua/water eau, peg-4 rapeseedamide, alcohol denat., deceth-3, propylene glycol, ammonium hydroxide, laureth-5 carboxylic acid, dipropylene glycol, hexylene glycol, poloxamer 338, p-phenylenediamine, oleyl alcohol, m-aminophenol, hydroxybenzomorpholine, parfum fragrance, ammonium thiolactate, 2.4-diaminophenoxyethanol hcl, n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate, erythorbic acid, hydroxyethyl-3.4-methylenedioxyaniline hcl, tetrasodium glutamate diacetate, 2 amino-3-hydroxypyridine octadecyl di-t-butyl-4-hydroxyhydrocinnamate, citric acid, developer creme: 1190015 aqua/water/eau, hydrogen peroxide, cetearyl alcohol, trideceth-2 carboxamide mea, ceteareth-25, glycerin, phosphoric acid, tetrasodium etidronate, tetrasodium pyrophosphate, sodium salicylate, shine protect conditioner: 1217043 a aqua/water/eau, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera/candelilla wax/cire de candelilla, amodimethicone, cetyl esters, isopropyl alcohol, parfum/fragrance, phenoxyethanol, sodium pca, trideceth-6, tocopheryl acetate, ethylhexyl salicylate, linalool, hexyl cinnamal, benzyl alcohol chlorhexidine digluconate, cetrimonium chloride, limonene, amyl cinnamal, geraniol, benzyl benzoate, camelina sativa seed oil, citronellol.
Shipping details
Estimated ship dimensions: 6.4 inches length x 3.7 inches width x 2.2 inches height
Estimated ship weight: 0.5732 pounds
This item cannot be shipped to the following locations: Virgin Islands, U.S., United States Minor Outlying Islands, American Samoa (see also separate entry under AS), 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)
4.1 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
Shiny and perfect black hair
4 out of 5 stars
laural129_4884 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love the texture and the easy way to apply. The color they send me was the perfect black. My hair was very smooth and shiny. The only thing was I started to see gray hair again after three weeks after applying it.
Full coverage
5 out of 5 stars
sheenar31_285 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Love how easy this is to mix and apply, I had some grey hairs and it covered it completely love the conditioner and also that they sent 2 boxes doll case if someone has long hair they will have enough to do all the hair. I used it for my roots and I’m completely happy
Ease
5 out of 5 stars
chelseyl34_5683 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Wasn’t over powering of a scent when applying. Has my hair feeling brand new and with a perfect shine. Packaging was easy to read and apply to my hair with ease.
Amazing
5 out of 5 stars
melissaj2_8434 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This brand always has amazing pigment in their hair dyes. I was afraid to go back to black from being burgundy for so long, but I'm so thankful.I went back to black.It makes my eyes pop
great
5 out of 5 stars
lisal410_4358 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] It made my hair so soft and shine like no other!! I love it and the sent wasn’t bad at all I thought it smelled good the application process was very simple and easy to do I love the black it’s great amd it stays a lot long than others I’ve used in the past the packaging was great
Nice hair dye
4 out of 5 stars
infraredf0xes_4987 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’ve used this product years ago for at home color so I was excited to give it another shot. Overall the color coverage was great and it covered up my grays. The scent was tolerable, smelled like hair dye normally does. I didn’t like how dry and hay like my hair felt for the first week or so after, it felt extremely brittle and dry. Overall now that it’s less dry I like it a lot!
Long lasting
5 out of 5 stars
cocodee_3512 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Great product. I have 4C hair texture and it gave me good coverage! Beautiful shine. Add the scent was good also. Would definitely try this again.
Gorgeous black
5 out of 5 stars
octoberp_9550 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This is not my first time using this brand and it never disappoints. Great product, particularly for a box dye. If you are on a budget it is a great choice.
A hair dye that gets the job done right!!!!
4 out of 5 stars
kymberb1_3021 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received this product complementary from #Influenster and @lorealparis #lorealparishaircolor to try and give my honest opinion on. This at home hair dye works pretty good. My hair came out to the color it said it would on the box. It was easy to use and left my hair so pretty and soft. I have used a lot of at home hair dye and my hair did not come out the color it said it would. This product has up to 9 weeks of fade-defying color. It's a gel formula so it makes it easier to get a precise application. This also comes with a shine protect conditioner that leaves your hair soft and silky to touch. This will hide any gray hair you don't want for sure. So if you are looking for a at home hair dye that will get the job done I highly recommend this product to you.
A good hair dye
4 out of 5 stars
melanieg2c18_8902 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Pros: Definitely 100% grey coverage. The black color has depth and is as dark as I hoped it would. No fading noted and hair even appears more shiny. In addition, no damage noted after coloring and love that the conditioner is enough for multiple uses. Cons: Bleeds for multiple showers (at least the black color anyway). Will stain light colored towels during first 3-4 showers and will need to sleep with a towel covering your pillow if go to bed with wet hair. Overall one of the better OTC hair dyes available here in US. Will definitely buy again as backup in case I lose access to Korean hair dye.
Too dark for me
4 out of 5 stars
ashleylicole_8543 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Love the hair color!! Although it turned out a bit darker than I expected. I would of liked a blue tint. Really pretty color. I might try again in a lighter shade. @influenster #complimentary @lorealparis #lorealparishaircolor
Works great
5 out of 5 stars
cherryjuly512_7267 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] So this stuff works great. The smell is pretty strong. But I didn’t care about that. It’s pretty straight forward. I put it on and waited 25 minutes and washed it out. It made my hair shiny and covered my grays really well. This is really nice for a drugstore boxed color.
Great for Grey coverage
5 out of 5 stars
sylviar7839_7336 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair color is great at covering gray hairs. It does leave hair shiny and isn't too drying. Maybe because of the black color it does slightly have a burning sensation on my scalp.
Great Color Results, Nourishing Conditioner
5 out of 5 stars
chio5_1537 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Here are my results with the L’Oréal Paris Superior Preference Fade Defying Shine Permanent Hair Color in the color Ultimate Black. The mixing and application process was easy and the instructions were simple. I loved the black gloves included with the kit as they were smaller, which made them easier to use. Aside from the developer crème and color gel, the kit includes a color protective Color and Shine conditioner formulated with golden camelina oil, vitamin E, and UV filter to help keep first day color vibrancy and silky, resilient hair. I love the color payoff of the dye and used only one out of the two kits I received for my end result. The conditioner was very nourishing for soft, bouncy curls. This line is available in over 50 shades and lasts up to 8 weeks.
Perfect match color !
5 out of 5 stars
lindamami4u1_9741 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Application was easy and enough product,color was perfect ,love how it shines ,packaging was perfect, scents wasn’t too strong. I definitely recommend it!
Good product 😁
5 out of 5 stars
kaykeesproducts_3460 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Just dyed my hair with L'Oréal Paris Superior Preference in Ultimate Black and I’m obsessed. The color is rich, bold, and super glossy and like salon level shine at home. Covered all my grays and left my hair feeling silky smooth. Only downside? The smell’s a bit strong, but totally worth it for the results. If you want deep, dramatic black hair that lasts us this!
Beautiful color
5 out of 5 stars
mariag0421_8439 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This is a great hair color to go all the way pitch black . I had no issues putting on the application. The bottle and the tip made it very easy to apply . I waited at least 25 minutes to wash off and applied the condioner, which made my hair silk soft.
The smell is strong.
3 out of 5 stars
deebers_1231 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] It's OK. I gave it 3 stars because it did dye my hair black like I wanted. Otherwise, I'd have only given 2. The smell is so strong it was burning my eyes and nose. Reminds me of when i was 15 and just starting out in the box dye world. Most updated brands have a decent smell day. The new no drip technology is nonexistent as it was definitely runny. Would not buy again
L’Oréal paris hair color
5 out of 5 stars
anac5e81_5919 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] It's a brand I'm already familiar with. I really like their hair color dyes. This product is practical and easy to apply. It comes with everything you need in the box, including gloves. My hair has great shine, softness, and an intense color. I love it!
L'Oréal Paris Preference Superior Preference Fade
4 out of 5 stars
vadac3_6641 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L'Oréal Paris Preference Superior Preference Fade Defying Shine Permanent Hair Color 1 Ultimate Black is a very familiar brand for me. I figured I try this new and improved version and it still feels like the classic which honestly why change anything if it works. Dependable and easily accessible. Step 2 is definitely reminiscent of the old school perm smell.