$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.
_
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: 11485691
UPC: 071249253137
Item Number (DPCI): 063-01-0836
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, pentasodium pentetate, ammonium acetate, fragrance, sodium metabisulfite, resorcinol, p-aminophenol, erythorbic acid, p-phenylenediamine, m-aminophenol, 2-methyl-5-hydroxyethylaminophenol, alpha-isomethyl ionone, eugenol, 2,4-diaminophenoxyethanol hcl, linalool, citronellol, 6-hydroxyindole, 2-methylresorcinol f.i.l. #d32569/2, 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: 6.5 inches length x 3.6 inches width x 2 inches height
Estimated ship weight: 0.6 pounds
This item cannot be shipped to the following locations: Northern Mariana Islands, United States Minor Outlying Islands, Virgin Islands, U.S., Guam (see also separate entry under GU), American Samoa (see also separate entry under AS), APO/FPO
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
Nice color
4 out of 5 stars
ciara_b_159 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair color keeps the roots covered while keeping my color strong. The packaging is easy with everything I need and I would recommend to others
Highly recommended!!!
5 out of 5 stars
karemh5_9431 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received this product from Loreal and Influencer to try it on my hair, attractive packaging with easy instructions, developer cream, gel color, and a conditioner to use after dyeing, you add a pair of gloves to protect your hands, easy to mix and apply, good texture, the smell is not strong, after spraying the dye and removing it from my hair I added the conditioner, the hair is soft, then when it dries the shine is incredible, the gray hair is 100% dyed, and the color is beautiful, I loved it!!!! its price is super affordable, highly recommended,
Superior preference fade defying hair color
4 out of 5 stars
renar9_9380 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Really nice hair color to use for touch ups or even the whole hair!! Gives a really nice shine and burst of color to hair making it look vibrant! Easy to use at home!
Great results indeed!
5 out of 5 stars
shoshioc_9464 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Supreme color thanks to L’Oréal for coming through with this optimum shade. The application process was made streamlined by the directions and applicators. Easy to clean up as well. With a surprising pleasant scent from the product itself. I cannot express enough at how pleased I am with the final result. It really took my hair to the next level.
Spot on color that left hair soft!
5 out of 5 stars
meiketheresa_3686 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Box dye has had a bad rap over the years. I myself typically opt for a specific color and level of developer I can fully control. However, I was pleasantly surprised by this dye. The color was pretty spot on. It covered/lightened my darker roots and blended well into my previously dyed locks. The application was easy enough and didn't make a huge mess which is a plus. Most importantly, it left my hair feeling soft and healthy. Not like straw, which is too often my experience with box dye. All in all, I would recommend you try the Superior Preference Defying Shine if you're looking for an easy and convenient solution to coloring your hair.
Not bad!
5 out of 5 stars
influensterxmia_9064 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The smell wasn’t too great and this is for only virgin hair or roots only but I did like the tone. Delivers rich, luminous, fade-defying hair color. Our translucent gel hair dye formula and exclusive Care Supreme Conditioner help keep color vibrant for up to 9 weeks. Available in 50 luminous shades. :)
Lightest Golden Brown
3 out of 5 stars
marianaber_6821 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I usually go for color hair in cream so it was a little bit harder for me to work with the formula since its very liquid. Love that it doesn’t have a strong odor and didn’t irritate my eyes. Color was great, it was the shade that I wanted
Shiny hair
5 out of 5 stars
nurseamy33_4629 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This made my hair so pretty and shiny. The color is really good. It was easy to use. The scent wasn’t too overpowering like others I have used. I will buy this again.
Very Good
5 out of 5 stars
ilovemakeup5589_4978 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Even though the box says not to use on dark brown hair (which I have), I did a test strand and nothing changed. I did note that it didn't smell too bad. So I colored my friend's hair that is light dirty blonde with it. The coverage was really good and the conditioner made it soft and shiny. She liked how it came out
Good gray coverage
5 out of 5 stars
gabyclaudia_8245 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The package had everything needed to do my hair and one was enough for my shoulder length hair. Easy to use and not messy. It does have a smell so make sure to use it in a very well ventilated area. It did cover most of my grays 🤩. Do recommend
Better then expected!
4 out of 5 stars
crownedprincesa_1149 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’ve used this brand before over the years and had no problems til I noticed root breakage. I stopped using it and had moved on to other brands. When I received this to try I was pleasantly surprised! I had really good gray coverage and the color is almost identical to my natural hair color! My only issue was that it does tend to fade fast. I never had that in the past so I took off one star. I’d still purchase this though.
Gorgeous dimension and shine
5 out of 5 stars
karens565_3414 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] By far this is my favorite hair coloring product! They're value and quality are both unbeatable. This is the only dye that leaves my hair feeling healthier than when I started and has a beautiful scent in the conditioning application. My hair feels amazing and I love the shine and color dimension it leaves behind.
Affordable grey coverage
5 out of 5 stars
margaretmeletha_8745 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This gel formula permanent hair color helps me keep my roots covered in between my balayage sessions. It makes my hair silky and isn’t drying like some permanent colors can be. My grays are getting more and more stubborn so I have to keep up with roots fairly often. The gel formula is non drip. If I was doing a full head, I prefer liquid to get every strand but gel works better for root touch up and precise dying. I always go lighter than I want bc my hair absorbs color very dark. This was a 6.5G but my hair has always absorbed to be closer to a 4 imo.
Beautiful golden color
4 out of 5 stars
neter_3647 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have light to medium brown hair but I like to color it to a light golden brown so I tried out shade 6.5G from the L’Oréal Paris Superior Preference color line. The color came out beautifully and it evenly covered my gray hairs too. The formula smelled good and was easy to apply with very little dripping. I like that the kit included a conditioner so that I could reverse any damage that may have occurred during the coloring process. It left my hair soft, shiny, and ready for summer. This is a great kit!
Hair Color
3 out of 5 stars
dbnoninfluencer_2791 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The Shade Preference hair color is super easy to apply. It did not strip my hair of any moisture and gave it a nice shine. The scent was so strong that I had to open the windows. It definitely didn’t cover my grays, but it toned down my highlights. I would recommend this for people not needing a ton of coverage.
A Stunning Transformation - Absolutely Love This H
5 out of 5 stars
opinionista_1739 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received the Superior Preference Fade Defying Shine Permanent Hair Color in 6.5G Lightest Golden Brown as a gift, and I couldn't be more thrilled with the results! This product has truly exceeded my expectations. The application process was straightforward and hassle-free, with a great consistency that made it easy to work through my hair. The color turned out to be a gorgeous golden brown that adds warmth and vibrancy, perfectly enhancing my natural look. What impressed me the most was the incredible shine! My hair feels soft, silky, and looks healthy, which is often hard to achieve with other hair dyes. Even weeks later, the color remains rich and hasn't faded, showcasing the product's long-lasting quality. I genuinely appreciate the opportunity to try this product in exchange for my honest opinion, and I can confidently say that I highly recommend it to anyone seeking beautiful, fade-defying color. This hair dye deserves every bit of its 5-star rating!
Good product
4 out of 5 stars
jessgowithit_6973 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I used this dye for my brother i got two boxes and only used one and it did a great job! It left his hair a nice brownish color, I think maybe I didn't apply it as even, but there were some spots that needed a bit of help. But overall very easy to use
Golden reflects
4 out of 5 stars
giovannam23_2578 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’m satisfied with the results after using this dye. I’m glad I received two boxes because one isn’t enough to cover all my hair. The color is really pretty, I love the gold reflects when I’m under the sun. The scent isn’t great, but it’s not too bad either. I hope this dye lasts long enough!
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.
My all time favorite hair color
5 out of 5 stars
tatyanam1_9332 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’ve tried a handful of at-home hair dyes over the years, but I keep coming back to L’Oréal Preference, especially shade 6 Light Brown—it’s just that reliable. The color is rich without looking flat, and it has just enough warmth to give my hair a healthy glow, but not so much that it turns brassy (which is always my worry with browns).