$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Permanent Dark Brown 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 Dark Brown 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: 11475704
UPC: 071249253038
Item Number (DPCI): 063-01-0826
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, oleyl alcohol, alcohol denat., ammonium hydroxide, polyglyceryl-2 oleyl ether, oleic acid, sodium diethylaminopropyl cocoaspartamide, pentasodium pentetate, ammonium acetate, fragrance, p-phenylenediamine, sodium metabisulfite, resorcinol, 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. #d33262/3, 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: 6.5354 inches length x 4.0945 inches width x 2.3622 inches height
Estimated ship weight: 0.5732 pounds
This item cannot be shipped to the following locations: Guam (see also separate entry under GU), Virgin Islands, U.S., United States Minor Outlying Islands, American Samoa (see also separate entry under AS), Northern Mariana 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 6288 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 - 14 hours 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 - 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 coverage didn't last long!
3 out of 5 stars
geelexi12003_7238 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I liked the color when I first used it. And was really easy to apply. But I was really hoping to finally find something for full gray coverage but this faded pretty quickly to my surprise. The smell wasn't as strong as others which I like. I also like that it doesn't make my hair feel dry and ruins, it made it soft and shiny. I recommend this but maybe not if you're relying on long-lasting Gray coverage.
Grey gone
4 out of 5 stars
ladii21_4049 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Application process was very easy like most box style. I’m not too big on the scent. It does take well to my hair and it covers all the greys. I just love the way it came out.
High Impact Shine
5 out of 5 stars
nicolelynndoedli_7498 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Superior preference is a fade-defying color. It is rich and luminous. It provides up to 9 Weeks of radiance and gray coverage and conditioning. It is suitable for all Hair Types. It is infused with a UV filter and vitamin E which helps keep first-day hair color vibrancy and provide silky resilient hair.
Vibrant
5 out of 5 stars
silaaa_3585 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I always liked hair dye products from brands like Loreal. It's inexpensive and offers a product that lasts, is vibrant, and has a lot of shine. I gave this to my mom because she dyes her hair often for Grey coverage and it did just that.
Good coverage
3 out of 5 stars
marianned14_3378 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received this free from the brand for review. I love dark hair in myself, this shade is pretty close to what I have now. My only problem is that it has more of a red hue than I like. It did cover my stubborn Grey's and that's all that matters.
Great hair dye
5 out of 5 stars
phuongn81_3867 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This product was easy to apply and the color turned out really nice. Hair feels smoother than I expected. The instruction was easy to follow also. I hope the color will last more than 2 months.
Amazing Gray Coverage
5 out of 5 stars
beautybyreccie_9263 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This is my preferred permanent hair color, as it provides excellent gray coverage. The application process is straightforward and user-friendly. Due to the thickness of my hair, I consistently require two boxes for complete coverage. Additionally, it has a mild scent and does not leave my hair feeling dry or damaged.
Great product
5 out of 5 stars
judyl42c8_2354 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Great color for this permanent hair color by L’Oreal. Application process was easy and made my hair shiny and feel great. It also didn’t have a heavy chemical smell.
Good
3 out of 5 stars
angel_mariieee_4847 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The color payoff is really good for this dye. Everything inside the box especially the conditioner is great. Only negative I have to say about this dye is how strong it smells when applying to your hair. Made my eyes water and I had to rush to put it on.
Great at home option!
5 out of 5 stars
oxlisamariexo_4212 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I recently tried this hair dye and was impressed by its performance. The Superior Preference line has been around since 1973, and it's easy to see why it's still popular. The color turned out rich and even, covering my grays well. I liked the gel formula, which was easy to apply without drips. The conditioning treatment left my hair soft and shiny. One thing to note is that the smell is strong during application. But it fades after washing. The color has stayed vibrant for weeks now with minimal fading. There are over 50 shades to pick from, so most people can find a good match. This dye is best for those who want long-lasting color with shine. It might not be ideal for people with very dry or damaged hair. Overall, I found it to be a solid at-home hair coloring option.
Perfect on a budget
5 out of 5 stars
tracyw225_2519 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Love saving money on dying my own hair. This dye set was easy to use, instructions were clear. The dye was easy to put on, and there wasn’t a strong smell. The application once complete had such a nice shine and the color was just how I liked. I was able to use the conditioner 2x after dying my hair.
Great coverage love the color
4 out of 5 stars
audreys96_5404 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I loved this hair dye it gave me a great look and covered most of my grays too I love the color and it was easy to apply and didn't have a harsh chemical scent thumbs up to L'Oreal
Great, Easy and No Mess
4 out of 5 stars
karakookabear_7951 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oréal’s Excellence Crème in 4 Dark Brown is a standout choice for at-home hair coloring, especially for those seeking reliable gray coverage and a rich, natural-looking shade.  Pros: • Exceptional Gray Coverage: Users consistently praise its ability to cover even the most stubborn grays, delivering consistent, salon-quality results at home.  • Triple Protection Formula: Infused with Pro-Keratine, ceramide, and collagen, this dye not only colors but also nourishes the hair, leaving it soft and healthy-looking.  • User-Friendly Application: The non-drip crème formula ensures a mess-free experience, and the inclusion of an after-color shampoo helps lock in color and remove residue.  Cons: • Potential Red Undertones: Some users have noted that the color may develop red hues, particularly on lighter or previously colored hair.  • Scent Sensitivity: A few individuals have found the product’s scent to be strong, which could be a consideration for those sensitive to fragrances.  Final Thoughts: Overall, L’Oréal Paris Excellence Crème in 4 Dark Brown offers a high-quality, affordable solution for at-home hair coloring. Its ease of use, nourishing formula, and impressive gray coverage make it a top choice for many. While there are minor drawbacks, such as potential red undertones and scent strength, the benefits far outweigh these concerns.
Love it!
5 out of 5 stars
- 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The packing arrived nicely & I love the easy application process. The shine level and hair texture is great with a pleasant scent I would recommend loreal.
Dark hair don't care
4 out of 5 stars
- 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have not ever used this box color before. The application was simple and easy to mix and apply. Chemically it was strong but not overly abrasive. It has a great shine after application. The packaging is esthetically pleasing and easy to view.
Amazing
5 out of 5 stars
likrystina143_6781 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This is an amazing product. I love the way that it made my hair look after I used it. The smell is amazing and it didn’t have the chemically smell that you usually have when calling your hair I have recommended this product to all my friends and family members.
Not great
2 out of 5 stars
jawakween_1778 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This is one of the worst hair dyes I have used. It smelled absolutely horrible, even with my bathroom well ventilated and the fan on. It was awful; it started burning my eyes. Rinsing the color out was hard to do because as I’m washing it out and breathing it, it started to hurt my lungs from the fumes. It made my hair feel like straw, it was stiff, and nasty. The conditioner smelled okay and helped the texture of my hair. The only redeeming part of this color is that the product is easy to apply.
Great color😍
5 out of 5 stars
ler_chic_3700 - 8 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 shade 4 Dark Brown, and I’m absolutely in love! The color turned out beautiful — rich, deep, and exactly the tone I was hoping for. It has a really pleasant scent too, which made the whole experience so much nicer compared to other dyes I've used before. One box was more than enough for medium-length hair, and it covered the grays perfectly. The color looks very natural and vibrant, not flat or dull at all. I’m especially impressed with how long-lasting the results are — it’s definitely a fade-defying formula like it promises. The conditioner that comes with the dye is amazing! After coloring, hair felt so silky, soft, and full of life. It’s smooth to the touch and has a gorgeous, healthy shine. Overall, this product totally exceeded my expectations. I’ll definitely be using it again!