$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Dark Blonde 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 Dark Blonde 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: 11475707
UPC: 071249253144
Item Number (DPCI): 063-01-0837
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, sodium metabisulfite, p-phenylenediamine, erythorbic acid, 2-methylresorcinol, resorcinol, alpha-isomethyl ionone, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, eugenol, linalool, citronellol, m-aminophenol, 2,4-diaminophenoxyethanol hcl f.i.l. #d33264/2, 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: 6.6 inches length x 3.51 inches width x 2.41 inches height
Estimated ship weight: 0.57 pounds
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 6358 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 - 3 days 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
Great coverage and color does not fade.
3 out of 5 stars
wahzara_5372 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I waited a month before doing this review. My hair is black and it color isn’t as light as I expected but color has great even coverage, the color did not fade, hair is still soft and shiny.
Fumes
3 out of 5 stars
Thumbs up graphic, would recommend
jmill - 4 days 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
Gorgeous color easy to do
4 out of 5 stars
ryanleagh_2242 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The color turned out Ahhmazing!!! I’m in love!! Well package, application was super easy, I feel like it covered all of my Gray and then some ha ha! There wasn’t too much of a chemical smell, but there always is some with hair color. My hair didn’t look dried or broken. It actually added some sunshine to it! I highly recommend.
Not bad
3 out of 5 stars
jaquelined23_6394 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Packaging is regular like any other hair color box dye. Application is the same also just like any other box dye nothing out of the ordinary. Scent wise is tolerable not too strong it smells ok. Shine wise well I did notice it left my mom’s hair a bit shiny, it is a very nice color I liked it and so did she. It covers the gray hairs definitely atleast for a good 2-3 weeks.
Perfect!
5 out of 5 stars
christinak15_971 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Nice and safe packaging with stickers so you know nobody has switched out colors. Easy application with good coverage. I have med length hair and one box was perfect amount. Love this color on my hair!
Amazing color!
4 out of 5 stars
sarahelizabethfergu_3192 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Grey coverage is great! Easy to apply and has minimal packaging. Hair looks shiny and bright after! Definitely appreciate that the smell is overwhelming.
L'Oreal Paris Superior Preference 7 Dark Blonde de
5 out of 5 stars
venusc7_3674 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I recently tried the L'Oreal Paris Superior Preference Fade Defying Shine Permanent Hair Color in 7 Dark Blonde, and I couldn’t be happier with the results! As a mixed Puerto Rican and Jamaican woman with curly hair, I was thrilled by how well this product worked for me. The formula felt gentle and nourishing, leaving my curls soft and vibrant without compromising hair health. The application process was a breeze—the gel formula made it easy to apply with precision and no mess. Plus, the scent was pleasant and mild, making the experience enjoyable from start to finish. After using the included Shine Protect Conditioner, my hair looked radiant and luminous, with rich tones of Dark Blonde that lasted without fading. The color not only gave me a sophisticated new look but also maintained the health and shine of my curls. Overall, I loved this hair dye so much that I’ll definitely be using it again. It’s perfect for anyone looking for vibrant, long-lasting color with excellent care for their hair. Highly recommend!
Very Shiny
4 out of 5 stars
amystone31_8648 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Pretty good hair color. Very true to the shade on the box. It is a little flatter than I would like, but shiny. Typical strong smell and directions. I would recommend!
Hair color
5 out of 5 stars
sarahsri_8351 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Amazing beautiful color and shine. Easy directions and application. Scent is not bothersome at all. This gives great coverage. I would highly recommend this item for someone who would like to it cheaper at home.
I’ll keep buying more
5 out of 5 stars
melissal610_7303 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The first thing I loved was the packaging. Loved that it didn’t have any strong and uncomfortable scent to it at all. The application process was super simple and fast . And for sure will keep buying because o loved how shiny my hair looked after.
Nice color
4 out of 5 stars
ciara_b_159 - 8 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
Looked nice, drying
4 out of 5 stars
graced131_4799 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I liked the overall color of this, I have preflighted hair that had turned brassy and this worked really well to turn my hair into a nice dark blonde. Really dried my hair out though
.
4 out of 5 stars
moniquel46_959 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Love this hair color. I've been using this brand since I first began to dye my hair years ago and it's never failed me. Great color, great results, doesn't leave hair feeling fried and dry.
It was just okay
2 out of 5 stars
emilyh1f71_7848 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Not impressed by the overall product. I felt the color was dull and off. The product didn’t have that overwhelming smell that would make your eyes burn, so that’s a plus.
Not bad!
5 out of 5 stars
influensterxmia_9064 - 9 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 - 9 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
Brillo excelente
4 out of 5 stars
byricaryr_3679 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] After trying this product and seeing how my hair has acted for a few weeks, I must say that I loved it.. the hair feels soft and shiny, really super recommended
Shiny hair
5 out of 5 stars
nurseamy33_4629 - 10 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.
Good hair dye
4 out of 5 stars
monicab374_9086 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I don't love using lighteneing box dyes on my hair, but when I do on occasion, L'Oreal is always my go to. It makes my hair so soft and shiny and definitely gives the lift you're looking for.