$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Light 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 Light 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: 11475706
UPC: 071249253106
Item Number (DPCI): 063-01-0833
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, resorcinol, p-phenylenediamine, erythorbic acid, p-aminophenol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, alpha-isomethyl ionone, 2,4-diaminophenoxyethanol hcl, eugenol, m-aminophenol, linalool, citronellol f.i.l. #d33263/2, 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: 6.49 inches length x 3.54 inches width x 2.32 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, Virgin Islands, U.S., 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
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 5670 reviews
effectiveness: 3.17 out of 5
quality: 3.16 out of 5
value: 3.05 out of 5
52% would recommend
363 recommendations
Orange roots
1 out of 5 stars
Thumbs down graphic, would not recommend
KJ - 21 hours ago
This color turned my medium brown hair roots orange! Yuck!!
Great at home dye kit
5 out of 5 stars
crystalp8_8252 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Spring and summer calls for a brighter, warmer color and this golden brown was perfect. It was easy to mix and apply and the post dye conditioner left my hair so soft. The only downside side, which most dyes have, is the really strong scent. Otherwise fabulous.
It covers grays really well.
5 out of 5 stars
aisanak_9545 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oréal Paris Preference Hair Color is amazing! The color turns out vibrant. It covers grays really well and leaves my hair shiny and soft. Definitely a 5-star product!
Beautiful color
5 out of 5 stars
stacies67_2573 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Worked wonders for my daughters hair, as see is blonde and wanted to go a little darker. This made her hair so beautiful and looked like a light brown blonde. Blended very well. Easy to use instructions and easy to apply b
True
5 out of 5 stars
poshmarkfindzz_7501 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] So fat so goo beautiful color on my hair i love it Usually go for lighter but this color blended perfectly with my other color I had can’t complain about it
this shade made me feel like the best version of m
5 out of 5 stars
cristyk3_5363 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oréal Superior Preference fade defying shine permanent hair, color, 5G, Medium Golden Brown is a permanent hair dye that gives your hair a rich, medium brown shade with warm, golden undertones. It's designed to provide long-lasting color, shine, and gray coverage. The "Superior Preference" line is known for its fade-defying formula and includes a conditioner to help keep hair soft and vibrant after coloring. The "medium golden brown" specifically adds warmth and dimension to the hair, making it look naturally sun-kissed. Absolutely love this hair color! The medium golden brown shade complements my face perfectly—it's warm, vibrant, and brings out my natural beauty. Beautiful shades, beautiful me! The application was easy—smooth, no mess, It was hassle-free to apply—no mess, easy to mix, and super simple to use.
Good for gray hair
5 out of 5 stars
milih3_2736 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This loreal superior preference fade defying shine permanent hair color is great to cover gray hair as well as to change hair color if you get bored with your original one. The packaging is great with clear instructions but unfortunately there is no brush inside which could be good addition to apply color evenly. The scent is strong but its not unbearable. Overall the result is very nice and it was matched with the color on the box.
Great at home hair dye!
4 out of 5 stars
hq7bam_943 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The box hasn’t changed since I was in high school and I think that’s a good thing because it shows how great the brand is that they don’t need to change anything to make it better! It was such an easy application process, and it was only a 25 minute wait on light blonde hair. It turned the perfect shade of golden light brown. And it was super shiny. I did not like the gloves because they were huge and hard to work with and I did not like the strong chemical smell. other than that, it turned out great!
Always my go to when I want to change my hair colo
4 out of 5 stars
oanhn19_962 - 6 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 - 6 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.
Good dye
5 out of 5 stars
aprillouise_667 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair dye made my hair super shiny. The black is very even and covered my previous color well. Hasn’t faded with many washes and still looks shiny
Nice dye!
4 out of 5 stars
britttneeyy_248 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I've been wanting to go back to blonde for a while and this was the perfect shade for me. It was easy to apply and smelled great(for a hair dye). My hair feels fine after dying it and I think it turned out great. I would definitely recommend it if you're trying to go blonde.
One of the best store bought brands
5 out of 5 stars
foodiemel2_4097 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have yet to find a hair color product that 100% covers my grays, but L'oreal is the closest thing to it. I've used L'oreal for many years, and it is a solid winner among color products. The smell is quite strong, but most hair dyes do have that strong scent. Overall, I'm very happy with the outcome of my hair.
shiny, good coverage
5 out of 5 stars
melissatg_8260 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] very good coverage from a good brand, i absolutely love it, it has good shine to. the scent is okay. i give this a 10/10 and highly recommend it. thank you influenster
Good gray coverage and shine.
4 out of 5 stars
crystalh352_857 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Not my usual brand but I really do like the color and shine. The gel does not spread as much as its competitor. I did need to use the two boxes and still seemed to miss some areas. The smell was strong like other hair dyes.
Amazing!
5 out of 5 stars
misspatricio_59 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have been using shades from this family as my original hair color is black and I do not want to damage my hair by drastically changing my hair color to light blonde. This is easy to use and I love the result. My hair is evenly colored, soft and brilliant.
6.5G
4 out of 5 stars
cherryblossoms_8297 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The iconic Superior Preference hair color by loreal in an improved formula. The smell is not overpowering and works well even for dark base hair. Gives a rich and shiny hair color that's fade defying
Easy to apply
5 out of 5 stars
ruchis21_3889 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Superior preference fade defying shine permanent hair color 4 dark brown is exactly my hair color it covers all my grays very well and gives a nice shine I like that it doesn’t dry or damage my hair and very easy to apply like it
Love!
5 out of 5 stars
cee_ohwhattt_2349 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Thank you to @influenster and @lorealparis for this free product in exchange for my honest review. I love how my hair turned out. It feels healthy and shiny and has a solid color all around. It was extremely easy to apply and one box was enough. It took 25 minutes to develop and covered my gray hairs. It does have a strong smell so make sure to dye it in a ventilated area but I would definitely recommend this product. The conditioner left my hair really soft as well. @influenster #complimentary @lorealparis #lorealparishaircolor
Doesn’t lighten as much as it said
3 out of 5 stars
ramrodette_5938 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I use L’Oréal for many different things and hair coloring is one of them. It didn’t lighten my hair as much as I expected it to, giving the example pictures it showed on the box but it did lighten a bit. I would choose a bleach next time if I choose to go lighter but I will continue using L’Oréal.