$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Natural 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 Natural 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.
_
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: 11475709
UPC: 071249253243
Item Number (DPCI): 063-01-0847
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, ammonium hydroxide, oleyl alcohol, alcohol denat., polyglyceryl-2 oleyl ether, oleic acid, sodium diethylaminopropyl cocoaspartamide, pentasodium pentetate, ammonium acetate, fragrance, sodium metabisulfite, erythorbic acid, resorcinol, p-aminophenol, p-phenylenediamine, alpha-isomethyl ionone, eugenol, m-aminophenol, linalool, citronellol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl f.i.l. #d33266/2, 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: 6.4 inches length x 3.52 inches width x 2.42 inches height
Estimated ship weight: 0.57 pounds
This item cannot be shipped to the following locations: Guam (see also separate entry under GU), Northern Mariana Islands, American Samoa (see also separate entry under AS), Virgin Islands, U.S., United States Minor Outlying 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
The recent changes to the hair color formula have left many guests disappointed, as they report significant differences in color results and application experience. While some guests have enjoyed the new creamy texture and staying power, the overwhelming feedback highlights issues such as unwanted red tones, poor gray coverage, and strong chemical smells. Guests are seeking a return to the previous formula that consistently delivered their desired results, emphasizing the importance of reliable hair color products.
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 5298 reviews
effectiveness: 3.09 out of 5
quality: 3.07 out of 5
value: 2.95 out of 5
50% would recommend
333 recommendations
Bad smell
1 out of 5 stars
Thumbs down graphic, would not recommend
shoes77 - 3 days ago, Verified purchaser
The smell was so strong it made my eyes tear. It also didn’t really color like it should have. Definitely like other brands after trying this one.
Sylvia
5 out of 5 stars
Thumbs up graphic, would recommend
SylvieJ - 3 days ago, Verified purchaser
Great color. Does not smell.
best so far
5 out of 5 stars
dddd - 7 days ago
originally posted on lorealparisusa.com
best so far covers grays great!!! smell is strong but it works
Easy to use hair color that always works great
5 out of 5 stars
eminac1_6762 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L'OREAL always delivers a great product. If you color at home and want to get in touch with your roots this is a product to go to. Great coverage for grays, easy to apply. Beautiful hair as a result.
Quality at home hair color .
4 out of 5 stars
mjfm_7760 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have been using this brand for years. The quality is good for an at home hair color. It is easy to use. It smells strong. Overall, I would recommend it. It is easy to use and inexpensive compared to a salon. I will continue to use it.
Gentle
2 out of 5 stars
cat48458_9376 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This product is very easy to use and apply. It takes about 25 minutes to develop and doesn't have a harsh smell. I'm not very happy with how the color turned out as it made most of my hair reddish in color. Overall, though, I would recommend this product
Champagne Blonde
5 out of 5 stars
erikag219_5606 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oréal always knows about hair color products and preferences. Great coverage and easy to apply. Once washing it out, it gave my hair great shine and smelling great.
Love this hair dye!
5 out of 5 stars
britanyjanehunt_3669 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oreal Paris Superior Preference permanent hair dye works great! This hair dye was very easy to prepare. It had absolutely no horrible smell. The application process was very easy and non messy. It also came with very detailed instructions. This hair dye comes with a full bottle of dye enough for people with longer hair. After 25 mins of processing I finally got to see the end result of my hair! The color was spot one and looks perfect! I would definitely recommend L’Oreal Paris Superior Preference!
Great
5 out of 5 stars
gabbishore_4716 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Not a bad smell! Definitely got a shine and good coverage! Cute packaging and easy application! I would definitely recommend getting this hair dye!
Fine, but salon is better
3 out of 5 stars
amberm747_2921 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This was okay. The application process was fine. But man did it burn. It did not smell the best. Shine was good. Hair will need some time to recover. Nice packaging.
Excellent color
4 out of 5 stars
kellies76_5406 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love this L'Oréal Superior Preference Fade Defying Shine Permanent Hair Color. In Natural blonde. I love the results. I think I needed another color but I am still happy with the results. I can't share an after picture but at least it let me share a before. Not sure why I'm having difficulty sharing pics with my reviews. This hair color was simple to use and only tool 25 minutes to color my hair. It covered my Grey hair and dark roots very well. I love how shiny my hair is now. I would definitely recommend this at home hair color.
Great color, easy application, simple directions t
5 out of 5 stars
tonic51_258 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The L’Oreal Paris Superior Preference Permanent Hair Color in 8.5A Champagne Blonde is exceptional. The color is vibrant and true to its description, offering a beautiful, multidimensional blonde that looks natural and radiant. The formula is gentle on the hair, leaving it feeling soft and shiny. The included conditioner helps maintain the color's brilliance and keeps hair healthy. Application is straightforward, and the results are salon-quality. If you're looking for a stunning blonde shade that defies shine and lasts, this is the perfect choice.
Easy to use
4 out of 5 stars
julieg361_4869 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Application was simple. Package came with everything needed. Not a strong odor to product. Directions are easy to follow. Covered gray and lightened roots enough to blend with the rest of hair. Posted before and after pics of roots and of sides.
Loreal paris hair dye
3 out of 5 stars
amandap752_1534 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received this product for free, for my honest opinion. The conditioner that comes with it is really nice and feels great on the hair. I would recommend doing a patch test because it burnt the scalp. It did cover some of the Grey's, but not all. The dye did help blend the Grey's with the blonde.
Good if already blonde
3 out of 5 stars
lizbit1_1448 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I gave three stars because this didn’t really change my hair color even though I have blonde hair. It did change the lighter blonde in front to a lighter blonde but that’s about it. Still love the brand as it’s not harsh on my hair.
Perfect Blonde!
5 out of 5 stars
stefaniey4_7369 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I absolutely love the blonde box hair dye kit! It gave me the perfect shade of blonde without any hassle. The instructions were clear and easy to follow, making the entire process smooth and stress-free. The formula was gentle on my hair and left it feeling soft and healthy—no dryness or damage whatsoever! The color turned out beautiful and vibrant, with no brassy undertones. I couldn't be happier with the results! If you're looking for an affordable, at-home blonde hair transformation, this kit is definitely the way to go. Highly recommend!
Works when you're in a spot
5 out of 5 stars
izzy209_8794 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received this product to try and review. I received 2 boxes of this dye. I used it as a toner since I have to bleach my hair in order to be blonde. It comes with everything you need. The scent isn't overwhelming like some box dyes. It worked wonderfully. Took the brassy orange right out. Would recommend for a toner when you're in a spot.
Good product
5 out of 5 stars
alinab83_3911 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’ve always wanted a luminous, natural blonde without brassiness, and I finally found it — L’Oréal Paris Superior Preference in shade 8.5A Champagne Blonde! 🌟 📦 Packaging: The elegant box features a stunning model showcasing the shade. Inside, you’ll find everything you need: color gel, developer, conditioner, and gloves. 🎨 Shade & Range: The Superior Preference line offers a wide range of gorgeous colors, and 8.5A is a cool-toned champagne blonde with a sophisticated shimmer. Perfect for neutralizing warm undertones and achieving a refined blonde. 💆♀️ Application: The creamy formula glides on effortlessly, ensuring even coverage without dripping. The included applicator makes the process super easy. 💖 Hair Health: After coloring, my hair feels soft and nourished, thanks to the signature conditioner that adds extra shine and hydration. 🌸 Scent: Light and floral, not overpowering—making the coloring experience more pleasant. ✨ Final Thoughts: A stunning, long-lasting blonde with no brassiness and salon-like shine! Absolutely love this range for its quality and longevity. 💛
Color is spot on
5 out of 5 stars
ashleyg749_4771 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This is a very pretty champagne blonde at home hair dye kit from L'Oreal. The directions are clear and the color is spot on. They have really toned down the smell that these at home kits used to have. Not so harsh. My hair looks shiny and smooth after dying. The only problem that I have is that this shade should really come with a toning conditioner instead of the aftercare deep conditioner that it has. I received this product from Influenster in exchange for my honest opinion.
It turned out to be super easy to use at home!
5 out of 5 stars
dariaa57_8667 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received this hair dye as part of a campaign from L’Oréal, and I was very excited to test this product on my hair. It’s truly a pleasant dye with a great shade. The Préférence line offers a wide range of tones, so you’ll definitely find the perfect match for you. For me, the application was very convenient since the dye has a gel-like texture. It’s beautifully smooth and easy to work with. The mixture spreads softly and is quite economical, especially when touching up the roots. It applies well, and I experienced no discomfort on my skin. The process is simple: you mix bottles #1 and #2, apply the dye to your roots in thin sections, then distribute it along the length of your hair, almost like a toning process. The key is to apply it evenly and follow the instructions carefully! I also want to highlight the magic conditioner #3—after using it, my hair felt absolutely gorgeous, shiny, and incredibly soft!✨