$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Golden 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 Golden 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.
_
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: 11485689
UPC: 071249253083
Item Number (DPCI): 063-01-0831
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, 2-methylresorcinol, erythorbic acid, m-aminophenol, p-aminophenol, alpha-isomethyl ionone, 6-hydroxyindole, eugenol, linalool, citronellol f.i.l. #d33276/2, 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: 6.36 inches length x 3.51 inches width x 2.32 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, Guam (see also separate entry under GU), Northern Mariana Islands, APO/FPO, Virgin Islands, U.S.
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
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
Good enough
3 out of 5 stars
ladytee_influenster_3245 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Easy application and information to follow. Instructions are easy to follow. Color deposit was decent. Strong chemical scent. Regular packaging nothing fancy.
Excellent
5 out of 5 stars
jessicaa998_3810 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I absolutely love this color. It's a very pretty golden color. It covered all my greys and left my hair looking shiny. The application process was very easy and even though it's ne a month after applying the color I'm still seeing no roots.
Hair dye
5 out of 5 stars
lonic1_2811 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I got the medium golden brown dye L’Oréal Paris very easy to use. Comes with everything you need. Leaves hair feeling great and color is great coverage.
Easy to apply and long lasting
5 out of 5 stars
ilyf2_2762 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oreal is and has been one of my favorites to use. This one in particular left my hair super soft and shiny. The 2 boxes was enough for all my hair. A few steps apply and done!! The scent is light and pleasant not overwhelming at all. The conditioner that comes with it works amazing leaving your hair shiny. Also one great benefit is that is long lasting.
What you’d expect
3 out of 5 stars
jocelynb47_2648 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The box includes instructions, gloves, color and developer, and a conditioner. The color smells like ammonia as expected. The conditioner has a nice floral scent. The mixing bottle included makes it easy to apply and reduces mess. Overall i’d say it’s like any other boxed dye. Not bad, not good just about average for what it is.
The product is easy to use
4 out of 5 stars
tranvo90_1300 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The product is easy to use, can be easily used by yourself without needing help from others. Pleasant scent. 1 box enough for 1 tìme apply. I hope it can keep color in longtime.
Simple and Great color
4 out of 5 stars
gingerm10_376 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The prep process is very easy and quick. Applying throughly on your hair is a must. It's so simple, and the chemical smells aren't bad like some are, and that's a win in my book. When it's tome go rinse the conditioner works amazingly well and your hair is silky soft! Love the color and the product! Looking for a hair change? I recommend it!
Great coverage and shine!
5 out of 5 stars
aliceo14_4631 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oréal has always been my go to brand for box hair color. This Superior Preference Fade Defying hair color has great grey coverage and leaves hair shiny and soft after using. It’s permanent and didn’t irritate my scalp. The color takes and holds extremely well and gives salon quality results. The price is great and comes with everything you need to color your hair in under 30 minutes.
This product works on all types of hair
5 out of 5 stars
nadinet12_918 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I was a bit skeptical about using this product because of my hair texture, but surprisingly it worked really well after applying the color. My hair felt so soft. This is definitely a yes for me in the future. It left my hair with a beautiful shine and decent amazing.
Great color!!
4 out of 5 stars
klhaynie_2951 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I recently tried the Superior Preference Fade-Defying Shine Hair Color in Medium Golden Brown, and overall, I’m really happy with the results! The color came out rich, warm, and exactly as pictured on the box. It gave my hair a healthy shine and covered grays really well. Definitely a solid at-home color option if you're looking for a natural golden brown shade with long-lasting shine.
Quick and easy
5 out of 5 stars
mandam19_1437 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received complementary from Influenster and L’Oreal Paris, the Superior Preference Fade Defying Shine Permanent Hair Coloe in 5G, Medium Golden Brown to try then give my honest opinion of. You get everything you need inside of the box and is super easy to follow the directions. You only need to combine two bottles then shake. The consistency was a bit thick, almost like a gel and surprisingly it kind of had a floral scent to it. I have quite a lot of gray framing my face, and this cover it up beautifully. Honestly, it looks pretty natural.. I will say it has been five weeks since I initially dyed my hair but other than some roots coming in I do not see any fading.
L'Oréal Superior preference 5g golden brown
5 out of 5 stars
susanc116_5899 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This L'Oréal superior preference 5g golden brown just made my hair brown. I like it tho ,it took all the grey out, and it's so shiney. It came with all the dye and conditioner in the packaging, and it really made my hair smell good ,not like stinky dye. I definitely will be using this from now on but I'll stay with the darker colors cause my hair is dark brown and with out stripping ,it just stays dark.thank you influenster and L'Oreal for the hair dye. It was great.
Tickled pink
5 out of 5 stars
huntinfishingworkin_8094 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Y’all, I gotta tell ya about this L'Oréal Paris Medium Brown hair color — it’s like a little magic in a box for us country gals! 🌾 I’m no fancy salon queen, just a down-to-earth girl who loves her hair soft, shiny, and lookin’ natural after a good dye job. This stuff goes on creamy and doesn’t drip all over my bathroom counter (blessings!), and it covers those stubborn grays like a champ — I’m talkin’ 100% coverage, no patchy spots here! After I rinsed it out, my hair felt smoother than a fresh jar of country honey, and that post-color conditioner? Honey, it’s like a spa day for my locks! The color came out a rich medium brown, just like I wanted — not too dark, not too light, just right for sittin’ on the porch with a sweet tea in hand. Plus, it lasts a good while, so I’m not dyeing every week like a city slicker with too much time on her hands! If you’re lookin’ for a no-fuss, pretty-as-a-summer-sunshine hair color that treats your hair right and keeps you lookin’ cute for the county fair, this is your go-to. I’m tickled pink with it, and I reckon you will be too!
Easy instructions to follow
5 out of 5 stars
sherrim41_1960 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] After using it my hair was still so soft. I couldn't believe the scent wasn't overpowering for me and the color is beautiful. The box comes with literally everything you need to have successful coloring. The steps on the instructions are easy to understand and the process is so easy.
Long Lasting Home Color
5 out of 5 stars
reginab34_8514 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have used L’oreal Preference before. The shade medium golden brown is great for spring when you want to lighten up your darker brown from winter. The color does last longer than other brands I have tried preciously.
So pretty
4 out of 5 stars
lucialebruiser_7916 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I don’t usually love box color but this stuff is great. I love that it comes with conditioner to help the color last and the dying process didn’t make my hair feel dried out or damaged. I will say that the color was more red than expected but it’s still super pretty and great for summer.
Permanent color for shiny hair
5 out of 5 stars
mysticp_8997 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I found the application process so easy. I just followed the instructions and parted my hair and applied it evenly. I do have grey hair and highlights. So the medium golden color worked out well. I covered all my greys and the process was overall quick -20 mins. There was no strong smell and there was no reaction after the coloring process and wash was complete. It’s been 2 weeks after the coloring process and it is permanent color. Perfect for beginners!
No dullness, no brassiness
5 out of 5 stars
carolinas152_5230 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair color is a game-changer! I’ve been coloring my hair at home since the Covid lock-down, and Superior Preference Color is by far the best I’ve used. The application was surprisingly easy, with clear instructions and bonus for the no drip formula which made the whole process easy. Look no further than Superior Preference hair color.
Nice.
4 out of 5 stars
makeupbydeedee94_6161 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Honestly, it's one of my favorite hair dyes to use on my hair!! It lightened my hair a little bit since my hair was so dark. It's looks almost like my natural hair color now. It was very easy to use as well :)