$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Our true gold standard of hair color and shine since 1973
- Fade-defying color for up to 8 Weeks and shine system
- Available in over 50 luminous shades
- Includes our color protective Care Supreme Conditioner formulated with Camelina Oil, anti-oxidant Vitamin E and UV filter
Description
Our gold standard in luxurious permanent hair color since 1973. Superior Preference at-home hair coloring kit is special because it delivers super shiny luminous hair color. Preference gives you long lasting hair color that’s fade-defying for weeks and weeks. From root to tip whether you have blonde hair, brown hair, black hair or red hair color, your color won’t look dull or brassy. We pair our translucent gel hair dye formula with our exclusive Care Supreme Conditioner with Shine Serum that help keep color vibrancy and provides silky and shiny hair. Preference is available in over 50 Luminous Shades. Each shade is crafted to show infinite tones and reflects, so you can find your own Superior Preference signature.
Packaging may vary, what you receive may not be what is reflected on site.
Instructions vary by shade. For complete instructions, please refer to package insert located inside hair color box.
Important: Haircolor and bleaches contain ingredients which may cause allergic and/or other types of reactions. A skin allergy test is required 48 hours before each use of a haircolor product. Bleaches contain persulfates. Bleaches and high-lift haircolor shades cannot be used on relaxed hair; for other haircolor shades, wait at least 14 days after bleaching, relaxing or perming before coloring. This is a safety summary. Read all product labeling and instructions completely prior to use.
Packaging may vary, what you receive may not be what is reflected on site.
Instructions vary by shade. For complete instructions, please refer to package insert located inside hair color box.
Important: Haircolor and bleaches contain ingredients which may cause allergic and/or other types of reactions. A skin allergy test is required 48 hours before each use of a haircolor product. Bleaches contain persulfates. Bleaches and high-lift haircolor shades cannot be used on relaxed hair; for other haircolor shades, wait at least 14 days after bleaching, relaxing or perming before coloring. This is a safety summary. Read all product labeling and instructions completely prior to use.
Hair Type: All Hair Types
Product Warning: Not recommended for those with sensitive skin
Product Form: Liquid
Beauty Purpose: Hair Coloring
Processing Time: 25 Minutes
TCIN: 89437185
UPC: 071249682838
Item Number (DPCI): 063-01-0088
Origin: Imported
If the item details above aren’t accurate or complete, we want to know about it.
Ingredients:
color gel: 1285369 b aqua/water/eau, peg-4 rapeseedamide, alcohol denat., deceth-3, propylene glycol, ammonium hydroxide, laureth-5 carboxylic acid, dipropylene glycol, hexylene glycol, poloxamer 338, p-phenylenediamine, oleyl alcohol, hydroxybenzomorpholine, parfum/fragrance, ammonium thiolactate, m-aminophenol, erythorbic acid, 2.4-diaminophenoxyethanol hcl, n,n-bis(2-hydroxyethyl)-p-phenylene-diamine sulfate, tetrasodium glutamate diacetate, hydroxyethyl-3.4-methylenedioxyaniline hcl, 2-amino-3-hydroxypyridine, octadecyl di-t-butyl-4-hydroxyhydrocinnamate, citric acid, developer creme: 1190015 aqua/water/eau, hydrogen peroxide, cetearyl alcohol, trideceth-2 carboxamide mea, ceteareth-25, glycerin, phosphoric acid, tetrasodium etidronate, tetrasodium pyrophosphate, sodium salicylate, shine protect conditioner: 1217043 a aqua/water/eau, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera/candelilla wax, amodimethicone, cetyl esters, isopropyl alcohol, parfum/fragrance, phenoxyethanol, sodium pca, trideceth-6, tocopheryl acetate, ethylhexyl salicylate, linalool, hexyl cinnamal, benzyl alcohol, chlorhexidine digluconate, cetrimonium chloride, limonene, amyl cinnamal, geraniol, benzyl benzoate, camelina sativa seed oil, citronellol. f.i.l. t70033147/1. f.i.l. d209747/8. f.i.l. d255219/1
Shipping details
Estimated ship dimensions: 6.38 inches length x 3.55 inches width x 2.32 inches height
Estimated ship weight: 0.573 pounds
We regret that this item cannot be shipped to PO Boxes.
This item cannot be shipped to the following locations: American Samoa (see also separate entry under AS), Guam (see also separate entry under GU), Northern Mariana Islands, Puerto Rico (see also separate entry under PR), United States Minor Outlying Islands, Virgin Islands, U.S., APO/FPO, Alaska, Hawaii
Return details
This item must be returned to any Target store.
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 6399 reviews
effectiveness: 3.18 out of 5
quality: 3.16 out of 5
value: 3.07 out of 5
52% would recommend
366 recommendations
Excited to try this!
5 out of 5 stars
morgank203_7264 - 2 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’m not quite due for a hair day yet but I’m excited to try this out and I love that it’s easy to do at home and how easy they make it for you. I’m hoping the scent is mild and neutral and that this works well on my hair texture!
Long lasting
5 out of 5 stars
juliete_3766 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L'Oreal Paris Superior Preference Fade Defying Shine Permanent Hair Color in 2 Natural Black is a standout product. After several weeks of use, I found that the color remained as intense and shiny as the first application, which is often a challenge with other brands. The formula is enriched with a blend of conditioning agents that help to keep hair healthy and shiny, minimizing the damage that can occur during the coloring process. The application process was straightforward and user-friendly. The included instructions were clear, and the accompanying conditioner left my hair feeling soft and nourished post-coloring. I appreciated the pleasant scent of the product, which is often a concern with hair dyes.
Wow!
5 out of 5 stars
barbrad_5740 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Perfect shade of brown! It was definitely matching my natural haircolor! The shine was awesome. I love the smell of newly dyed hair lol application process was pretty painless! Highly recommend this to friends and family who wants this shade of brown!
Rich Color, Great Shine, and Long-Lasting
5 out of 5 stars
- 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’m really impressed with L'Oréal Paris Superior Preference in Natural Black! The color turned out deep, rich, and very natural-looking — not flat or harsh like some black dyes can be. It gave my hair a beautiful shine and left it feeling soft and healthy after coloring. The formula is easy to apply, doesn’t drip, and the smell is much more pleasant than other brands I've used. It truly resists fading for weeks, even with regular washing. If you want a salon-quality black hair color at home, this one is an amazing option!
Full coverage
5 out of 5 stars
shelbys164_8804 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oreal Paris defying shine hair color is absolutely beautiful! The application process is easy and leaves my hair in great shape. I have had highlights for a while and wanted them gone. This product didn’t disappoint and provided full coverage.
Leaves hair soft and shiny
4 out of 5 stars
megang477_8116 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] My daughter really likes this brand. Itbdoes make her hair sof rather than brittle which is nice. The smell doesn't overpower either so that is really good. The color was very vibrant and shiny but did not seems to last as long.
This product is great for hair coloring
5 out of 5 stars
stephanieh757_4256 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The package arrived secured. I love everything about a natural black color but this one was perfect. The scent wasn’t too bad and the application process was easy. The coverage was great especially on some gray areas.
Maybe user error?
3 out of 5 stars
Thumbs up graphic, would recommend
Madison - 5 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
Glossy black
5 out of 5 stars
- 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Absolutely love this hair dye! The black color came out rich, vibrant, and super shiny. It covered all my grays perfectly and left my hair soft. The application was easy, and the color has stayed beautiful even after several washes. Highly recommend if you want a deep, glossy black!
Fumes
3 out of 5 stars
Thumbs up graphic, would recommend
jmill - 5 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
Color Rich and Shiny!
5 out of 5 stars
barbaran83_8647 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This package came with everything needed to dye my hair. The application process was easy and quick. The scent wasn't overpowering. The Dark Brown covered my gray, and the shine was really nice. My hair texture was very soft right after the process.
Liked at first
3 out of 5 stars
akastner2113_6389 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The instructions were super simple to follow. The box includes everything needed to color your hair. The gloves are so big that they can be difficult to work with without getting color on your skin. Definitely make sure you're in a very well ventilated area/room when using this product. I really liked the results. I thought the black looked very soft and I liked that it was a blue based black as that's what I prefer when coloring my hair black. The only reason I knocked off a couple of stars is I felt like it faded a lot quicker than other permanent black box dye that I've used in the past.
Color and shine boost
5 out of 5 stars
less9_7502 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This L'Oréal hair color is everything. I received the color natural black, and the coverage is perfect. It had me saying, "What greys." The directions and packaging made the application go very smoothly. The scent left my hair smelling fresh, and the added boost of shine gave hair luxurious hair all from a box. It's definitely a new quick go-to when I need a color fix
Covers Greys
5 out of 5 stars
marjsayz_6641 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Application process was super easy! L’Oreal has pretty much stayed true for several years. The natural black colored covered the grey hairs very well and made my hair feel super hydrated/silky.
Great
5 out of 5 stars
zannemang_9496 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Super great product , I love the brand so much. I use this brand majority of time when I colour my hair at home . I love that this brain has also a conditioner to your hair which is amazing.
Great for covering grey hair!
5 out of 5 stars
mzsuthernfryd_2807 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This product packaging came with easy to follow instructions. The mixing process was easy and has a very pleasant scent. It was not chemically overpowering at all. The mixture provided great coverage for my grey hairs as well. I recommend this product!
Never disappoints
5 out of 5 stars
janas9500_2976 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have always loved this brand of hair color. It has always left my hair shiny and manageable. I would definitely recommend this product if you color your hair at home. It has never disappointed and of course it did not this time as well.
Coverage
5 out of 5 stars
brenduh84_214 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The instructions were super easy to follow, and I knew exactly how to apply the product . It even came with gloves. The coverage was perfect I have alot of grays and it moved them. The shine was perfect made my hair like brand new. I highly recommend this product to anyone who is interested in covering their grays
It did a nice job of covering my grays
3 out of 5 stars
danicecc_3951 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I thought this hair dye did a nice job of covering my grays; however, I did pick a color that was supposed to be a cooler toned dark brown, and it did pull warm toned on my hair. It was very easy to use, which is always a major plus. I will definitely try again as it may have been user error. I regularly use L’Oreal’s root cover and it does a tremendous job of covering my resistant grays and always comes out a cool toned dark brown which is my preference. The conditioner included gives a nice shine. Overall, You can’t be the price and I think it’s a great option if you color at home or need a good option in between salon visits.
Good color but fades!
4 out of 5 stars
adrianes8_6012 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Pros: This hair dye left a good rich color with a healthy shine. Cons: It unfortunately fades quickly. It also was very thin, causing it to splash around. It permanently stained everything it touched, including the wall. Other colors I've used were able to be cleaned easily while still wet.