$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)
3.7 out of 5 stars with 3072 reviews
effectiveness: 3.18 out of 5
quality: 3.17 out of 5
value: 3.06 out of 5
43% would recommend
419 recommendations
Affordable
4 out of 5 stars
Thumbs up graphic, would recommend
MamaB - 19 days 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 - 22 days ago, Verified purchaser
It turned my roots orange!!
Covers Grey
5 out of 5 stars
Thumbs up graphic, would recommend
Molly - 1 month 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 - 1 month 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.
Noxious smell and didn't work
1 out of 5 stars
Thumbs down graphic, would not recommend
LK - 1 month ago, Verified purchaser
Hair dye never smells good, but this stuff almost knocked me out and after inhaling the vapors, my throat and lungs hurt for hours. In the end, there wasn't even a noticeable change to my hair color, and it wasn't even close to matching the color on the box. Never again!
Turned my roots orange. Never again.
1 out of 5 stars
Thumbs down graphic, would not recommend
Disappointed - 1 month 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 - 1 month 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 - 2 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 - 2 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 - 3 months ago
I was looking for an ashy brown color, my hair turned red.
Wouldnt repurchase
2 out of 5 stars
Thumbs down graphic, would not recommend
Didnt like - 3 months ago
The smell was strong like chemical and it burned my eyes. I did have my bathroom fan on and it was still strong. My hair was level 5 caramel brown and it is now a light brown level 4 but definitely not ashy more gold tones. Idential to Ion 4g. The image shows on the model much darker than it came out on me after processing 30 min and doing a color fill with red dye.
Not happy!
2 out of 5 stars
ChampagneBlond - 3 months ago
originally posted on lorealparisusa.com
I’ve used Champagne Blond since 1993 and have had no problems and loved the outcome. The pat 3 times I’ve used the product my scalp has been sore and irritated for several days afterwards and my hair has had a pinkish tone which washs out in a couple of days. Not happy, L’Oréal! Looking for a new product after 31 years. Please go back and replicate what you had.
1 reply from Consumer Care Center team - 3 months ago
Hi there. We are sorry to hear about the experience you had with recent Preference kits and would like to speak with you directly. Please give us a call @ 800-631-7358 for assistance and provide the reference # 38135546. Please have the last box you used with you if available. We look forward to speaking with you.
Mrs
5 out of 5 stars
Thumbs up graphic, would recommend
Sharon - 3 months ago, Verified purchaser
I like that you always have it in stock. So I always order it from target.
Looks good
5 out of 5 stars
Thumbs up graphic, would recommend
Embabe - 3 months ago, Verified purchaser
Works really well for a box color
Brassy Orange Blonde- is what they should name it!
1 out of 5 stars
Thumbs down graphic, would not recommend
Tya34 - 3 months ago, Verified purchaser
It’s very brassy and orange- not dark blonde! I don’t know why these store bought brands can’t get their dyes figured out. I go to the salon every 12 weeks but I need to cover my roots every 3- 4 weeks so I try to rely on a box dye just for gray roots showing up. And nope they are all orange and brassy… why??? No one is asking for that in today’s hair colors everyone wants ashy or neutral not golden or orange.. you would think L’Oreal could get it right after all these years. Used dark blond 7 L’Oreal superior preference. Don’t buy!!!
1 reply from L'OrealParisProductExpert team - 3 months ago
Hi there! Thank you for your feedback on the Superior Preference Fade-Defying Color + Shine System, in the shade 7 Dark Blonde. We are sad to hear that you did not see the results you expected with this shade. We will share this information with our production and development teams. 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.
Not at all what it should be
1 out of 5 stars
Thumbs down graphic, would not recommend
Anonymous - 4 months ago
The color was completely off, and it did not cover the gray hair. The worst was how far off the color was. I have used Loreal in the past without issues, so I have no idea what is wrong with this version.
1 reply from L'OrealParisProductExpert team - 4 months ago
Hi there! Thank you for your feedback on the Superior Preference Fade-Defying Color + Shine System, in the 4 Dark Brown shade. We are sad to hear that this did not give the gray coverage you had hoped for. We know this can be frustrating and we will share this with our production team. We suggest checking out the Triple Care Color Excellence Creme which is for 100% gray hair coverage for all hair types, even on stubborn grays. We hope that you will give this a try and love your results.
New formula is awful
1 out of 5 stars
Thumbs down graphic, would not recommend
Diane - 4 months ago
Have used Preference (Dark Brown No. 4) for more years than I can remember and was always happy with it. The "New and Improved" formula is awful--too foamy and horrible strong smell. Was very unpleasant to use. After all these years, will be switching to another brand.
1 reply from L'OrealParisProductExpert team - 4 months ago
Hi there! Thank you for reaching out to us about the Superior Preference Permanent Hair Color. 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.
Too dark, Go back to the original formula PLEASE!
3 out of 5 stars
Ginger LTD - 4 months ago
originally posted on lorealparisusa.com
I have used L'Oreal Preference #6 Light Brown for YEARS! I love it. However, this new formulation is awful. It applies too much color and is much darker than the previous formula. Not a Light Brown shade at all! You need to reclassify this as a 5 Medium Brown. Not sure what shade to choose to get a true Light Brown. Dark Blonde? Maybe... but really? Please go back to the old formula. Live by the old saying "If it ain't broke, don't fix it". You did just that... tried to fix what didn't need to be fixed.
1 reply from loreal team - 4 months ago
Hi Ginger LTD! Thank you for sharing how you feel ablut our new and improved Superior Preference, 6-Light Brown. Feedback from our customers is important to us when making decisions about our products and services. We appreciate your feedback and will be sharing it with others in our company. There are many reasons why haircolor results can come out too dark. Once you have color-treated hair, we suggest following the touch up application method to achieve optimal results. Otherwise, by doing repeat full head applications, due to the hair's porosity, you are left with a haircolor result that is much darker than what you intended.
Test
4 out of 5 stars
ranj - 4 months ago
originally posted on lorealparisusa.com
[This review was collected as part of a promotion.] Was pleasantly surprised with this product. The texture of the powder is so creamy and goes on like a dream on the skin. I prefer using a buffer brush to apply the foundation since the sponge absorbs way too much of the powder. Really good staying power for a powder foundation!
1 reply from ccc team - 4 months ago
Hi ranj, Thanks for sharing your experience using our product. We are always happy to hear when a consumer is pleased. Thanks for sharing!
DO NOT BUY.
1 out of 5 stars
Thumbs down graphic, would not recommend
Leilei - 4 months ago, Verified purchaser
HORRIBLE! Do not purchase if you are needing to cover grays. Purchased the soft black (as I typically do), processed my hair for the recommended time + 10 extra minutes (as I typically do). The grey roots are now a very light brown!! I am soooo disappointed and frustrated bc I am going on a trip tomorrow and have no time to redo my roots!!! Also, as others have complained, there is a VERY STRONG CHEMICAL SMELL!!!!! I’ve been coloring my hair at home for years and I’ve never experienced this smell. It suffocated me and I had to leave the bathroom for fresh air and started feeling dizzy after. Something is wrong with this entire formula. It should be pulled from shelves asap.
1 reply from L'OrealParisProductExpert team - 4 months ago
We are sorry to hear about the experience you had with Superior Preference Permanent Hair Color, in the shade soft black. We would like to speak with you directly about it. Please give us a call at 1-800-631-7358, M-F 9am to 530pm EST and let us know you contacted us through a review. It would be helpful if you could have the product available when you call, as well as providing the agent with your username. Looking forward to speaking with you.