$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.
Frequently Bought Together
Discover more options
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)
3.7 out of 5 stars with 3111 reviews
effectiveness: 3.08 out of 5
quality: 3.07 out of 5
value: 2.94 out of 5
44% would recommend
365 recommendations
Shine and color!
5 out of 5 stars
margarita_lascheva_5073 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I recently tried L’Oréal Paris hair dye in the shade Golden Medium Brown, and I’m really happy with the results! The color is a beautiful warm medium brown with subtle golden tones, giving my hair a natural and radiant look.
Content, but not overly impressed
4 out of 5 stars
Thumbs up graphic, would recommend
Claire - 7 days ago, Verified purchaser
This hair dye has been my go-to for years. I remember first using L’Oréal Preference and feeling like quality-wise it was a step above some of the other products and brands I had tried. In the last year or two, every time I use it, I feel content with my hair color, but that the quality of the product has gone down. The hair dye doesn’t seem like it is lasting as long and is fading quicker, and the “step 3” hair conditioner doesn’t seem to leave my hair as shiny as it did before.
My routine hair color
5 out of 5 stars
Thumbs up graphic, would recommend
Juliet - 8 days ago, Verified purchaser
I like that it is easy to use and is constant in color. Just wish it last longer. It’s not really “permanent” even though I follow all the recommendations of prewashing, rinsing in cool to cold water, letting hair air dry and using the cream rinse as directed.
My favorite at home hair dye
5 out of 5 stars
emfluensterkc_5551 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This is the hair color I use for at home coloring treatments. I get my hair professionally done, but I dye the underside myself to help save money. This color always turns out beautiful, and is easy to diy. I have always been very happy with my results from this color from L’Oreal Superior preference.
Disappointed
1 out of 5 stars
Sasha - 8 days ago
originally posted on lorealparisusa.com
There was hardly change from my brown hair to lb 01 an extremely light blonde shade, I'll move onto another product if this is a true representation of this loreal product and strongly suggest you do the same, sadly disappointed in you Loreal
1 reply from LeCare team - 8 days ago
Hi there! Thank you for reaching out to us about the Superior Preference Fade Defying Shine Permanent Hair Color, in the shade 8 1/2A Champagne Blonde, and the LB01 shade. We would like to speak to you directly so we can find the best suited product for you, please call us at 1-833-856-7325 M-F between the hours of 9:00 am – 5:30 pm ET we will gladly assist you.
I like it
5 out of 5 stars
tarav48_4862 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have had gray hair since I was 18 and I am now 40+ I have had trouble finding colors that aren't too red or gold because it comes off as a weird orangey brown. The color I used is 2N Soft Black, which is what I always used in other Loreal hair dyes (although I will likely try 4N next time because this is just a tad too dark, but not bad for winter!) and it covered every bit of my gray. I even took off 5 minutes from my all over color time and it still worked great. Please keep this product around forever.
Good!
5 out of 5 stars
sierraxsummer__7212 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] All I can say is that it does what it’s supposed to! The color is accurate and the application process was super easy. The smell isn’t incredibly strong and my hair still feels healthy after processing
I was a diehard Colorsilk user
5 out of 5 stars
Thumbs up graphic, would recommend
Sugartown - 17 days ago, Verified purchaser
Preference really does offer superior gray coverage. I went up to level 8, so I was worried that there wouldn’t be much deposit. Boy was I wrong. This costs more but is well worth the money. I will try Excellence next because it’s supposed to be even better gray coverage, but I am VERY happy with my results with Preference. For reference I’m about 60 percent gray, and my natural color is dark brown.
New formula smells really disgusting! Gagging!
1 out of 5 stars
Thumbs down graphic, would not recommend
Suzysgold - 17 days ago, Verified purchaser
I've been using Preference for years, but the new formula change is awful. I was literally gagging from the smell and couldn't wait to get it off my head. I washed it out twice, even with perfumed shower gel, but I couldn't get the stink out. What were they thinking? Do they not have a nose? After years with the same product, same color, I now have to find another hair dye. Very, very disappointed.
Horrible!
1 out of 5 stars
Thumbs down graphic, would not recommend
Melina - 22 days ago, Verified purchaser
I usually purchase the L'oreal Dark Ash Brown and it's great because it doesn't have red. This new version of Dark Ash Brown left my roots golden/reddish. Does not match the rest of my hair. Arrrgh! It is absolutely awful! The purpose of ash is to avoid red tones. This version should not be called ash. This is more of a medium golden brown. The new formula is also very messy. It drips excessively. Overall, it was a nightmare to apply.
1 reply from L'OrealParisProductExpert team - 20 days ago
Hi there! We are so sorry to hear about your experience with our Superior Preference 4A Dark Ash Brown. We know how frustrating it can be when a product does not perform as expected. We would like to speak with you directly about it. Our Customer Service hours of operation are Monday – Friday, 9 AM – 5:30 PM (ET) at 1-800-322-2036. It would be helpful if you had the product available when you call. We look forward to speaking with you!
This company used to make best natural looking hair color.
1 out of 5 stars
Thumbs down graphic, would not recommend
Linda - 1 month ago
This company used to make the best natural looking hair color. NOT anymore! The 9 1/2 natural blond is NOT that gorgeous sun kissed natural looking blond color anymore. Now it a greenish-grey color that looks like your grandma's hair. It's horrendous!!! Why change something that was perfect? I stopped buying it!
1 reply from L'OrealParisProductExpert team - 1 month ago
Hi there, Linda! We appreciate you taking the time to reach out about our Superior Preference Permanent Hair Color. Consumer feedback is very important to us and allows us to improve all our products. We will be sure to pass all your feedback along to the appropriate teams. We hope you will continue using more of our products soon with full satisfaction with the results!
Affordable
4 out of 5 stars
Thumbs up graphic, would recommend
MamaB - 2 months ago, Verified purchaser
I’ve been using this for about a year now. I keep going back because it’s reliable and affordable and I do not like sitting in the salon. The downside is after about a month my hair turns a very light golden color and there isn’t really a lot of gray coverage after the second week
Never again
1 out of 5 stars
Thumbs down graphic, would not recommend
Dont buy this product - 2 months ago, Verified purchaser
It turned my roots orange!!
Covers Grey
5 out of 5 stars
Thumbs up graphic, would recommend
Molly - 2 months ago, Verified purchaser
I use the dark ash blonde on most of my head and use this golden blonde on my white hair around temples - it covers grey well. The ash blonde on the temples comes out a grey/green.
Slightly different color but covers MUCH better
5 out of 5 stars
Thumbs up graphic, would recommend
Lauramm - 2 months ago, Verified purchaser
Slightly different color than it usually turns up on my hair, however I like it more. It’s a bit more golden but it covers the grey so much better than previously.
Turned my roots orange. Never again.
1 out of 5 stars
Thumbs down graphic, would not recommend
Disappointed - 2 months ago, Verified purchaser
Medium ash brown turned my medium brown roots orange. Dried my scalp and roots out as well.
Bad product that doesn't work
1 out of 5 stars
Thumbs down graphic, would not recommend
Vv - 3 months ago, Verified purchaser
Very bad product. The color did not change after dyeing. Money wasted. I do not recommend
Formal sucks
1 out of 5 stars
Thumbs down graphic, would not recommend
Jessica - 3 months ago, Verified purchaser
Do not buy my hair feels extremely dry after using this do not recommend
Awful smell, burned my eyes, couldnt breathe
1 out of 5 stars
Thumbs down graphic, would not recommend
Amanda Kay - 3 months ago
The smell is AWFUL. It is so strong even doing it in a big open area that I couldn't breathe! It also burned my eyes so bad. I will NEVER use this again. My hair is still wet so I haven't even seen the true results yet but that smell and burning of the eyes is enough. NEVER again.
Not as described
1 out of 5 stars
Thumbs down graphic, would not recommend
qvp99729 - 4 months ago
I was looking for an ashy brown color, my hair turned red.