$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Permanent Medium Brown 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 Medium 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.
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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.
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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: 11475705
UPC: 071249253069
Item Number (DPCI): 063-01-0829
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, p-phenylenediamine, resorcinol, erythorbic acid, m-aminophenol, alpha-isomethyl ionone, eugenol, n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate, linalool, citronellol, 2,4-diaminophenoxyethanol hci f.i.l. #d34914/2, 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 3.6 inches width x 2.3 inches height
Estimated ship weight: 0.6 pounds
This item cannot be shipped to the following locations: Guam (see also separate entry under GU), American Samoa (see also separate entry under AS), United States Minor Outlying Islands, Virgin Islands, U.S., APO/FPO, Northern Mariana 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
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 6277 reviews
effectiveness: 3.18 out of 5
quality: 3.16 out of 5
value: 3.06 out of 5
52% would recommend
365 recommendations
Never disappoints
5 out of 5 stars
janas9500_2976 - 3 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.
Incredible at home hair dye
5 out of 5 stars
claireh136_6691 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’ve tried a lot of drugstore hair dyes but nothing is as good as this one. My hair looks so shiny and any grays/roots are completely covered. The conditioner that’s included is incredible and is making my hair so soft. I love that. They included a large tube to use for a few times. My one complaint is that gloves weren’t included.
Love!
5 out of 5 stars
abbeyob2_709 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Loved this hair dye!! It did not make my hair feel brittle or dead after using. It was very easy to use and I love the results! My hair has a nice shine and a beautiful color!
Great coverage and easy application .
5 out of 5 stars
nancys152_8999 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Gives great color saturation that covers all your grey hair. It doesn’t drip with the gel consistency. Your hair is soft shiny and healthy looking afterwards.
Has conditioner with vitamin E
5 out of 5 stars
erikan24_6443 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L'Oreal Paris Superior Preference High Impact Shine hair dye has easy to mix bottles. Just 2 bottles to mix and one tube of Shine Protect Conditioner that has UV filters and vitamin E. I like the medium color brown. It's not too dark or harsh.
Great old standby
4 out of 5 stars
aprilk7587_6528 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This brand stands the teat of time. The odor is not too bad and it is easy to mix up. I used it on my roots for in between appointments and it did great with the gray. It does get dark quick so really watch the times! My hair was soft and shiny after using!
L'oreal Paris Superior Preference
5 out of 5 stars
dmarisela_7932 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received this product in exchange for my honest review.It’s an easy to use dye. The instructions are so easy to follow. The bottles are numbered. It’s so easy. The process was very easy. After 25 minutes, it was time to wash out and condition. Once my hair was done, it was when you started to notice things the right dye for your hair. I personally dye my hair once every 4 to 6 weeks, depending on how it looksAfter the process, I noticed my hair felt soft and shiny, and it was looking well. Now the filling days also tell a lot and it continued to look very nice; actually great! My hair feels amazing, and I’m happy with the results. The color is perfect for me as I have come to realize that a medium brown suits me best it doesn’t have any golden tones. I have no complaints, and I’m loving this product so much that this is the exact shade and brand I will be continuing to use
Shiny and perfect
3 out of 5 stars
lynsters_1876 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Application was simple, color was as expected, love that I was given two boxes since I have long hair. I would recommend for an easy at home touch up.
my go to formula
4 out of 5 stars
jessical655_6740 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] i have always been a fan of l’oréal preference. it is such a good formula and it does not dry out your hair in any way. this was the first time i used this particular shade. this hair dye kit makes the application process so easy and it includes gloves.
Ok
4 out of 5 stars
nicolem37_3033 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Comes in a easy to use kit with dye and conditioner. The scent isn't overpowering but did burn a little on my scalp. The color didn't seem to last long on my head and my hair turned brassy within a week. Most likely won't use again.
Beautiful, Consistent Color.
5 out of 5 stars
rosep58_6612 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] For full disclosure, I received this hair color complimentary in exchange for my honest review. This hair color serves its purpose well. Achieve a beautiful, true to color, dye job in the comfort of your own home (while saving money!) Really nothing notable during the dyeing process (if you’ve colored your hair at home, this is all too familiar) The color came out very well. My few gray hairs were eliminated. The real star is the conditioner it comes with. Very generous with the amount given. No foil packs here. I have very thick hair and was pleasantly surprised with the amount given and the thickness and the spread of the formula. At the time of writing review, it has been three weeks since using this hair dye. My color has remained strong in appearance. Those grays have yet to come back. They will, of course but at least they’ve gone on vacation for a moment.
Covers the grey
4 out of 5 stars
jadakiss319_5906 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Loving this hair color. Works great on my first grey hairs ever! One box was the perfect coverage and I have super long hair. I think if you have long and thick hair, two bottles is the way to go. It was very easy to get prepared and the directions are simple. The actual dye does have a little bit of smell like you would expect with these products, but it’s not bad at all and the conditioner smells amazing. My hair was so shiny and looked so healthy. It’s been about 4 weeks since I first used it and my hair looks great. I would definitely recommend.
Nice and accessible
4 out of 5 stars
kimr7_7653 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Easy to apply. It comes with everything you need to apply. Has a strong scent but not so bad you can’t stand it. Leaves hair feeling smooth and looking shiny. Covers gray mostly but was not able to adhere to a few bothersome grays along my hairline. Color was a little lighter than I normally use with a golden tint.
Will be purchasing and using in the future
5 out of 5 stars
glorya72d0_7033 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] “I receive this hair due free from Influenster and L’Oréal in exchange for my honest review.” It’s an easy to use dye. The instructions are so easy to follow. The bottles are numbered. It’s so easy that a child can follow the instructions (not that a child should be using these ). The process was very easy after 25 minutes it was time to wash out and condition. Once my hair was done it when you start to notice of things the right dye for your hair. I personally dye my hair once every 4 to 6 weeks depending on how it looks but I’ve been doing this since COVID had us locked up and no beauty salons were available. After the process I noticed my hair felt soft and it was looking well. Now the filling days also tell a lot and it continued to look very nice; actually great! My hair feels amazing and I’m happy with the results. The color is perfect for me as I have come to realize that a medium brown suits me best it doesn’t have any golden tones. I have no complaints and I’m loving this product so much that this is the exact shade and brand I will be continuing to use. Btw, the picture of my hair was initially after my hair was done and dried. It got better with the days.
Good budget drug store hair dye
4 out of 5 stars
shelbyleeterebesi_1407 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received the l’oreal superior preference in shade 5, medium brown. my hair is on the darker side and i tend to go a shade lighter so my hair doesn’t end up black. i feel like this dye had a good texture and one box was enough to fully saturate my fine but dense hair. the color pay off looks nice and is a true medium brown that gave my dark cool hair some warmth for summer. I do have some grey hairs and i can tell the dye did give them some color but they are lighter and still shiny so you can tell they are still greys. this tends to not bother me much though since i don’t mind having some grey. after using it my hair does not feel damaged and still feels smooth after heat styling (i have frizzy mildly curly hair). overall a decent hair dye if you’re on a budget.
Why not do it at home.
5 out of 5 stars
crystalh102_4605 - 7 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Looking for a hair color that lasts? I recently tried L'Oreal's Superior Preference in Dark Brown, and I'm impressed. This permanent dye has been around since 1973, and it's clear why it's stood the test of time. Application is very easy and coverage was salon worthy.
Easy to use
4 out of 5 stars
veronicaz99c9_7585 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] With no drip texture formula hair done surprisingly good. I love that one box was enough for pretty thick hair. The color was vibrant and shiny. I will say, though it took a couple times to wash out so make sure you’re using the deep conditioner that comes with that.
Luscious Results!
5 out of 5 stars
socalcoupons_9027 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I recently tried the new and improved high impact shine permanent hair dye, and I’m really happy with the results. First of all, it completely covered my gray hairs, which was exactly what I was looking for. The color came out rich, even, and vibrant, and it made my hair look fresh and revived. What I loved most is that the formula is conditioning — my hair felt soft and healthy right after coloring, and it’s designed to keep that shine and moisture for up to 9 weeks, which is a huge plus. Another thing that stood out to me was the no-drip formula. It made the application super easy and clean, without any mess or stress. If you’ve ever struggled with at-home dye running down your neck or staining your bathroom, you’ll definitely appreciate this. Overall, this hair dye gave me great gray coverage, long-lasting shine, and a smooth, mess-free experience. I would definitely use it again and recommend it to anyone looking for salon-quality color at home.
Easy to use
5 out of 5 stars
tordybug_9164 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I found it easy to apply. It gave clear instructions. It smelled like any other box dye. After I was done my hair was soft and it was all covered. I would use again.
Great at home Hair color kit
4 out of 5 stars
letsbebeautiful2day_9773 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L'Oreal Medium hair color is easy to use. The application is explained with the instructions and they provide everything you need. The color is Medium Brown with no hidden hues of red (which I've had a problem in the past). The color and a beautiful shine to my hair. If you prefer to color your hair at home this is a great brand to use.