$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Soft 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 Soft 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: 11475703
UPC: 071249253021
Item Number (DPCI): 063-01-0825
Origin: 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, p-phenylenediamine, pentasodium pentetate, ammonium acetate, fragrance, resorcinol, ammonium thiolactate, erythorbic acid, n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate, m-aminophenol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, alpha-isomethyl ionone, eugenol, 2,4-diaminophenoxyethanol hcl, linalool, citronellol f.i.l. #d33261/2, 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: 2.32 inches length x 3.5 inches width x 6.34 inches height
Estimated ship weight: 0.57 pounds
This item cannot be shipped to the following locations: United States Minor Outlying Islands, Guam (see also separate entry under GU), Virgin Islands, U.S., Northern Mariana Islands, American Samoa (see also separate entry under AS)
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
Beautifully soft color
5 out of 5 stars
jenniyinclimax_3609 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love this soft black color from L'Oreal. I have a dip dye effect on my ends with the rest of my hair being purple and this color makes the transition much less harsh. It's perfect for achieving a milder black color but looks beautiful and shines. My hair feels and looks healthier on the ends after using. The full kit works well and I highly recommend
Good for the price
4 out of 5 stars
elenaa140_3215 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oréal Paris Superior Preference Fade-Defying Shine Permanent Hair Color – Honest Review L’Oréal’s Superior Preference line has been a staple in at-home hair coloring since 1973, and it’s easy to see why. The product offers a wide range of over 50 luminous shades, catering to various hair color preferences. The gel formula is designed for easy application, and the included Care Supreme Conditioner helps maintain color vibrancy and adds shine.    Pros: • Long-Lasting Color: Many users report that the color remains vibrant for up to 9 weeks, resisting fading even after multiple washes.  • Gray Coverage: The dye effectively covers gray hairs, providing a uniform color throughout.  • Shine and Softness: The included conditioner enhances shine and leaves hair feeling soft and manageable.  • Ease of Use: The gel formula is easy to apply, and the instructions are straightforward, making it suitable for at-home use.  Cons: • Strong Scent: Some users find the chemical smell during application to be quite strong, although it dissipates after rinsing.  • Skin Staining: Without careful application, the dye can stain the skin and surrounding areas.  • Color Variance: A few users have noted that the final color result may differ slightly from the shade depicted on the box, depending on their original hair color.  Final Thoughts: L’Oréal Paris Superior Preference Fade-Defying Shine Permanent Hair Color is a reliable choice for those seeking long-lasting, vibrant hair color at home. While there are minor drawbacks, such as the strong scent and potential for skin staining, the overall performance and quality make it a worthwhile option for many. 
Long lasting and easy
5 out of 5 stars
shelliem3_4729 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair color is great. Especially for a box dye. It is easy to use and comes with everything you need. There are gloves, the developer and color, and even conditioner for after you rinse it out. The conditioner was amazing and made my hair feel extremely soft! So far the dye has lasted well.
Perfect
5 out of 5 stars
sweetstrawberrypuff_2705 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This color is perfect for any type of colored hair. It does cover greys up and the application was easy to apply to my hair. The shine is perfect and there is a strong scent but not too bad.
Cute results
5 out of 5 stars
rachaelanno_2272 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The packaging is nice and the careful Considerations of all the products inside the box helped my overall experience. I used this to add some low lights to my hair and it came out so cute! The overall result was nice
Nice formula, but fades to red
4 out of 5 stars
erinc247_6795 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This left hair feeling soft and shiny, and looking healthy. While it started out with a strong soft black, it faded quickly for a more reddish brown, starting on dark brown hair.
Burning scalp, but easy to apply
2 out of 5 stars
hannahm1d0d_6571 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I recently tried this box dye in the color Soft Black. The consistency was great—smooth and easy to work with, which made application pretty simple and mess-free. The color came out as expected and rinsed out easily without staining too much. However, I had a major issue with how it reacted on my scalp. Within minutes of applying, it started to burn more intensely than any other dye I’ve ever used. It was seriously uncomfortable and concerning. I’ve used many different brands over the years, and this was by far the worst reaction I’ve had. While the end result looked okay, I can’t recommend it based on how harsh it was on my skin. If you have a sensitive scalp, definitely proceed with caution or do a patch test first.
Love
5 out of 5 stars
ashleyt580_8265 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oréal always makes great products. This one is no different! Superior excellence fade defying shine permanent hair color is a fantastic product. It leaves my hair shiny healthy looking and beautiful.
Gentle one hair great color
5 out of 5 stars
lih7_5836 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oréal is one of my favorite home hair dye brands for our family so far. And I am lucky to try out this preference collection. It’s very easy to mix all ingredients and apply on the hair just by ourselves. The pigment is nature on the hair. No strong smell. The shines were getting better after a couple wash. I like this one better as it costs less dryness compared to this other collection that I usually get.
Color Did Not Last
2 out of 5 stars
abigailmichelle_207 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I really wanted to like this product, and I liked it as soon as I was out of the shower. However, the color did not last long. In fact, when I went on a run, the color rubbed off onto my headband.
Hair Dye
4 out of 5 stars
lisafea50_8164 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair dye was easy to use and it covered my grays. It left my hair shiny and moisturized. I would recommend this hair dye. This dye is good for anyone with dark brown hair.
Will not damage the hair.
5 out of 5 stars
dinorahm1_6125 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The coverage its just perfect, it covered all my gray hair from the roots, even do it has a strong peroxide smell my scalp did not felt it. My hair is still shiny and looking healthy after dyed.
Good hair dye if looking for black
3 out of 5 stars
amandaj476_7546 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L'Oréal Superior Preference in 3 Soft Black is great for its rich color, noticeable shine, and good gray coverage. Easy mixing with easy application make sure you do not get on your face, neck or ears will slightly tint for a few days. A great choice for those wanting a soft black shade that lasts. However, the strong scent is a big drawback it’s horrible. As with any hair dye, results may vary depending on hair type and condition. Packaging is easy to spot down the hair dye isle.
Love ❤️
5 out of 5 stars
tessar57_7781 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love this L'Oréal Paris Superior Preference Fade Defying Shine permanent color in 3 soft black! Love the packaging and how it comes with everything you need in the box including the gloves! The conditioner is my favorite part as it leaves my hair soft and Shiney! I love this color as it looks more of a dark brown in the light and not super black! I did have highlights before and in those pieces it looks more brownish but love how it came out! Covered all my gray hair perfectly I will be purchasing when my roots start growing out! My hair looks so shiny and soft to the touch. Not strong smelling either.
Loreal hair color
5 out of 5 stars
virginialoar_7778 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This Loreal hair color is very good. Quite easy to use, has very clear instructions. The color is great just as shown in box. Color goes on great and lasts long. It covered my grays great. Definitely recommend!
Loved it!
5 out of 5 stars
kailauryn_9689 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Really love this gave me a nice black color on my hair and a really nice shine. Everyone knows that the conditioner in boxes is just 10 times better than anything you buy at the store so I really love this.
Love the color
5 out of 5 stars
victorial341_2341 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I recently tried the L’Oréal Superior Preference Fade-Defying Shine Permanent Hair Color in 3 Soft Black, and I must say, I’m thoroughly delighted with the results. The color turned out rich, deep, and incredibly glossy—precisely the soft black I had envisioned without appearing harsh or dull. The application process was straightforward, guided by clear instructions, and the formula didn’t feel too harsh on my scalp. However, what truly impressed me was the shine—it gave my hair a healthy, vibrant appearance immediately after coloring. Even after a few weeks, the color has held up remarkably well with minimal fading. If you’re seeking a long-lasting black that maintains its natural look and leaves your hair feeling smooth, this product is an excellent choice.
Solid performance
4 out of 5 stars
leighanners_5475 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This dye is really easy to use, deposits color well, and leaves hair soooo silky and soft. I used it on my daughter to cover some blond streaks she had, and it was very easy and straightforward. Directions were clear, packaging worked exactly as it should, and the smell wasn’t overwhelming.
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.
Fave
5 out of 5 stars
smiljanas_3310 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This was already a favorite of mine, so I'm happy I got a restock! It's my favorite permanent hair color - it has great payoff and longevity (6ish weeks on my hair), the scent is not overpowering which I really appreciate. Will continue using it for sure!