$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Mahogany Brown 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 Mahogany 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: 11485680
UPC: 071249158265
Item Number (DPCI): 063-01-0089
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, p-phenylenediamine, ammonium acetate, fragrance, sodium metabisulfite, resorcinol, m-aminophenol, p-aminophenol, erythorbic acid, 4-amino-2-hydroxytoluene, 6-hydroxyindole, alpha-isomethyl ionone, 2,4-diaminophenoxyethanol hcl, eugenol, linalool, citronellol f.i.l. #d32586/2, 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: 2.4 inches length x 3.6 inches width x 6.4 inches height
Estimated ship weight: 0.6 pounds
This item cannot be shipped to the following locations: Northern Mariana Islands, Virgin Islands, U.S., Guam (see also separate entry under GU), United States Minor Outlying 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
Beautiful color
5 out of 5 stars
kimberlyf192_4898 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The color came out beautifully. The front is a little lighter because my hair was bleached there before, but it was very simple to use and mix the colors and it was very low ammonia.
Lots of shine and makes hair look really healthy.
5 out of 5 stars
from1mother2another_4835 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I'm naturally redheaded but my color seems to fade to a more orange color which I don't prefer. This shade is perfect to give my orange color a new shade of red and makes my curls just pop. I got tons if compliments on this color and I have already bought more online to redo my hair as soon as the orange color peeks back out.
Great coverage
5 out of 5 stars
mitziw7_4382 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Great smell, easy to apply, seems to have covered all my grays. I have longer hair so I had to use 2 boxes but luckily they sent me 2 to try. Also love that the conditioner wasn't just a small sample size for once.
Cute color
4 out of 5 stars
courtneyf78_9719 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] My niece loves the L’Oreal permanent hair color. Her hair is now vibrant and the color stands out very well. The application process was easy. She only had to use one box of the color.
Decently priced
4 out of 5 stars
qu33n_victoria__7296 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The application process of this hair dye was just as easy as any other home box dye. I was just a bit disappointed in the coverage but my sister has hair that is pretty dark so it is to be expected. There was no nasty smells other than normal hair dye smells. I don’t really feel like there was any shine to the hair after using this product. I think the price is really good for this product and it doesn’t do a bad job but probably better for lighter colored hair.
Highly recommended
5 out of 5 stars
krizzas_6303 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oréal Paris Superior Preference in 7LA Lightest Auburn delivers vibrant, long-lasting color with a glossy shine. Easy to apply, it offers up to 9 weeks of fade-defying auburn brilliance and great gray coverage. The included conditioner leaves hair soft and nourished. A fantastic at-home dye! Rating: 4.8/5 – Highly recommend!
Not for dark hair
2 out of 5 stars
lajunew_8901 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The photos are before and after. Per the box this is meant for blonde to medium brown hair. This did nothing for my bundles. The scent is strong so if you choose to try this hair color wear a mask
makes my hair shiny
5 out of 5 stars
aliciapersaud__6586 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Those hair dye is amazing. It makes my hair super shiny. The coverage is full coverage and the scent is not too heavy. Application is very easy. The packaging is also beautiful.
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.
Superb
5 out of 5 stars
queenofmydoublewidt_4988 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This has been my go to ar home hair dye for 15 years! The scent is so nice and the shine level is 10/10 the color accuracy is top notch i would highly recommend
Nice
4 out of 5 stars
sophieb271_5306 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I've been using L'Oréal hair color for years. Good price points and lasting color. Easy to follow instructions and formula is nice. This color is nice.
An Old Favorite
5 out of 5 stars
Thumbs up graphic, would recommend
RCE - 8 days ago, Verified purchaser
I've been using this for years. Love the short processing time and color.
Amazing hair color.
5 out of 5 stars
uyent17_4553 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This product leaves hair turn out soft, silky and long lasting beautiful color. It can be easily applied into hair without any mess. Its unscented smell gonna be a plus.
Orange roots
1 out of 5 stars
Thumbs down graphic, would not recommend
KJ - 9 days ago
This color turned my medium brown hair roots orange! Yuck!!
1 reply from L'OrealParisProductExpert team - 7 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.
Beautiful!
5 out of 5 stars
beautyfox_812 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I am absolutely thrilled with how this Auburn hair dye turned out. I was a little nervous going as I naturally have dark hair, so I used it on my bleached hair—it took beautifully without any issues at all. The color is full of depth and it gave my hair such a healthy looking shine. The application was easy and my hair felt soft and nourished afterward. I will definitely be reaching for this one again when it's time to refresh!
pretty good!
3 out of 5 stars
momolaflor_7158 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’m not usually one to use box dye, i’ll usually go to sally’s and pick out the developers/etc. i was excited to try this out and see how far box dye has come. the smell is still insanely terrible haha but expected. i have a lot of hair and was able to only use 1 box. so if you have thin hair, 1 box will totally be fine for you. i already have naturally darker hair so it didn’t give me too much of the mahogany /red color i wanted, but my partner says it looks different. more brown and chocolate-y
Silky, shiny, and soft
4 out of 5 stars
crystallamb7cc59a95_4878 - 14 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] My daughter wanted me to color her hair with this L'Oréal Superior Preference Fade Defying Shine Hair Color 7A Lightest Auburn, so I did. The two boxes were plenty. It comes with everything needed to color your hair, even gloves, but I used my own plastic cap to put over her hair while waiting for the color to set. It's easy to apply, kinda strong odor, but regular hair color scent. It looks good. It's a little darker than strawberry blonde. Her natural color is sandy blonde, and she had an older darker color on the ends of her hair that was growing out. That's why the ends are darker than the crown of her head. Her hair is soft and silky, and shiny.
Not worth it
2 out of 5 stars
capablecass_6920 - 14 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This was easy to apply, but the smell was very strong. I have natural dark brown hair and this color only tinted my roots a bit but the rest of my hair stayed dark.
Always my go to when I want to change my hair colo
4 out of 5 stars
oanhn19_962 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The biggest concern when dyeing hair is how to get the most accurate color. Understanding that, L'Oreal Paris Preference | PERMANENT Hair Color with Hi Impact Shine technology is applied to create shine and radiance for hair. Hair color can last for about 4-6 months or longer if you use shampoos and conditioners specifically for dyed hair. Even color coverage: Nano molecules cover the hair surface evenly, preventing patchiness. Helps your hair color to be as beautiful and even as possible. Fast hair color time: Helps you shorten the time to beautify your hair because the color comes out quite quickly and accurately. You can use it in combination with hair conditioner to get the fastest color possible. The nourishing ingredients in this hair dye penetrate deep into the hair roots, nourishing the hair from root to tip. Prevents dryness and damage caused by the ingredients in the dye. Hair after using the shampoo and conditioner included in the product is very soft, smooth and healthy. The accompanying kit is very complete, detailed, convenient, and even includes specialized gloves. Easy to do at home even if you are dyeing yourself for the first time. The scent is much milder than other hair dye products. In particular, the dye cream also covers the gray color of the hair to adjust the hair color as desired, regaining youth. No uncomfortable burning during the dyeing process, which is very necessary in a home dye. However, the amount of dye is not enough for those with long hair, a bit small! Reasonable price
Decent!
4 out of 5 stars
olecias_3575 - 15 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair coloring product is decent, but when considering cost, the ranking certainly increases. It’s a cost effective way to get nice blonde hair. The scent isn’t wonderful but also isn’t the worst. The color accuracy is pretty good and it’s great that it doesn’t burn hair.