$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Ash 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 Ash 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: 11475710
UPC: 071249253045
Item Number (DPCI): 063-01-0827
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., polyglyceryl-2 oleyl ether, ammonium hydroxide, oleic acid, sodium diethylaminopropyl cocoaspartamide, pentasodium pentetate, ammonium acetate, fragrance, p-phenylenediamine, sodium metabisulfite, resorcinol, erythorbic acid, p-aminophenol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, m-aminophenol, 2,4-diaminophenoxylinalool, citronellol f.i.l. #d33267/2, 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 3.49 inches width x 2.32 inches height
Estimated ship weight: 0.57 pounds
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.
Q: Does this color have a lavender tint? I used medium rose blonde 8RB & IT HAD PINK TINT. I THEN TRIED 7G but it is darker than I want I loved 8RG BUT CANNIT FIND IT. WHAT SHADE WOULD BE SIMILAR BUT NOT HAVE PINK TINT
submitted by Loribonn - 6 years ago
A: Hey there Loribonn. The medium rose blonde does have a rose tint to the color. Our alternative for the 8RG is our 8RB, which you have previously used or you can use a Medium Blonde (8g) in Preference. We hope this helps!
submitted byL'OrealParisProductExpert - 2 years agoBrand expertA: keep in mind color will not lighten color, you will need to use color oops then color.
submitted byCheri - 3 years ago
Q: will this cover white hair
submitted by Indiana - 1 year ago
A: Hey, Great question! Yes, The L'Oreal Preference’s Superior Fade-Defying Color & Shine system creates luminous, lit-from-within color, with natural-looking highs & lows, and beautiful gray coverage. Pro Tip for resistant grays, leave on for an additional 5 minutes! For all your future beauty questions, get real-time answers using the “Chat with a Virtual Beauty Consultant” button, found on every product page.
submitted byTarget Beauty Consulting - 1 year agoBrand expertA: Hi there! Thank you for reaching out to us about your experience with the Superior-Preference-Fade-Defying-Shine-Permanent-Hair-Color. While this hair color does cover gray hair if you are more than 50% gray or have reisitant gray hair 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.
submitted byL'OrealParisProductExpert - 1 year agoBrand expert
Q: If I previously have gotten my hair dyed professionally light brown/blonde but it is grown out (roots are dark brown with gray), what color would I use to get it all one color but not brown. I want to try and keep it light.
submitted by Newbie - 5 years ago
A: Hi There, Thanks for reaching out! To better assist you please call us @800-631-7358 and provide reference #09934692. We look forward to helping you!
submitted byL'OrealParisProductExpert - 5 years agoBrand expertA: I believe dark ash blonde. The dark brown roots may look reddish unless there is an ash undertone (at least mine do.)
submitted byYoda - 4 months ago
Q: I have burgandy hair and I hate it. How can I get rid of it and eventually have blond hair.?
submitted by Nancysingh66 - 5 years ago
A: Hi Nancysingh66! For the best advice, we need more information about your hair. Please contact us for a consultation 1-800-631-7358 M-F 9A-7P ET and provide reference #09592997 when you do contact us. We look forward to helping you. Thank you.
submitted byL'OrealParisProductExpert - 5 years agoBrand expertA: Color Oops. Follow the directions EXACTLY. The stuff works great and you can dye your hair right after, just as it says. Ive done it many times, lol.
submitted byMomofthree - 5 years ago
Q: Does #8 Medium blonde have any red tones or brassiness? My hair is medium blonde with grayish brown roots
submitted by L Ruth - 2 months ago
A: Hi there, L Ruth! Thank you for reaching out about our Superior Preference 8 Medium Blonde. Our 8 Medium Blonde is a neutral shade with long-lasting gray coverage. We hope this is helpful!
submitted byL'OrealParisProductExpert - 2 months agoBrand expert
Q: My hair is gray and white, but I have lots of yellow strands. I see that you don't recommend using the silver blonde hair color. Will a light blonde adhere/cover to the yellow hair?
submitted by Opus - 6 months ago
A: Hi there Opus, Great question! You have several options…If you want to dye all of your hair one color and cover the gray and white as well, use a light natural blonde like the Preference or Excellence Light Blonde #9. If your goal is not to change your grey/ white hair but to get rid of the yellow appearance of some of the hair, use the Le Color Gloss One Step In-Shower Toning Gloss in the Cool Blonde or Silver White. This is a gentle, non permanent option that will not leave you with the appearance of roots.
submitted byL'OrealParisProductExpert - 6 months agoBrand expert
Q: Can you re dye tha same day
submitted by Queenie - 1 year ago
A: Hi there! Thank you for reaching out to us about using the Superior Preference Permanent Hair Color. We do not recommend dying your hair the same day, we would like to speak to you directly. 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.
submitted byL'OrealParisProductExpert - 1 year agoBrand expert
Q: Does this hair color create highlights? Or is it more of a solid look?
submitted by Whoami - 1 year ago
A: Hey, Great question! The L'Oreal Paris Superior Preference Hair color creates luminous, lit-from-within color, with natural-looking highs & lows, and beautiful gray coverage. For all your future beauty questions, get real-time answers using the “Chat with a Virtual Beauty Consultant” button, found on every product page.
submitted byTarget Beauty Consulting - 1 year agoBrand expert
Q: I applied L'Oreal Superior Preference 9.5NB and find it is much lighter than I expected. How long must I wait between dye jobs - I want to use L'Oreal S wuperior Pref #8 which I have used before
submitted by diana - 1 year ago
A: Hi Diana- Thank you for your question on the Preference haircolor. As long as you hair is not a pale blonde like the inside of a banana peel you can recolor in 48 hours. If your hair is very light we ask that you call us @1.800.631.7358 M-F 9am-5:30pm EST and we will be able to give you a formula to use.
submitted byL'OrealParisProductExpert - 1 year agoBrand expert
Q: I'm looking for color RR 04
submitted by Theresa - 2 years ago
A: Hey Theresa, It doesn't look like we carry RR04 from the L'oreal Paris Superior Preference Permanent Hair Color. For real-time answers to all your beauty questions, use the “Chat with a Virtual Beauty Consultant” button on any beauty product page.
submitted byTarget Beauty Consulting - 2 years agoBrand expert
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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 6298 reviews
effectiveness: 3.18 out of 5
quality: 3.16 out of 5
value: 3.07 out of 5
52% would recommend
366 recommendations
Maybe user error?
3 out of 5 stars
Thumbs up graphic, would recommend
Madison - 2 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
Fumes
3 out of 5 stars
Thumbs up graphic, would recommend
jmill - 3 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
Liked at first
3 out of 5 stars
akastner2113_6389 - 4 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.
I'd pass
3 out of 5 stars
karenj111_6600 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received the Loreal Preference Superior permanent haircolor in the shade dark brown. I have a natural level 2-3 hair. I found this color to go on easy, however the smell was awfully strong. I'm normally not sensitive to hair color and regularly use box color on my roots, but the strong scent of this product was so strong it made my eyes water. Rinsing it out, I noticed an almost rotten egg smell. It seemed to blend well with my hair and covered about 90% of the random grays I have. Overall, I'd probably not buy this product again due to the strong odor.
Not bad
3 out of 5 stars
jaquelined23_6394 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Packaging is regular like any other hair color box dye. Application is the same also just like any other box dye nothing out of the ordinary. Scent wise is tolerable not too strong it smells ok. Shine wise well I did notice it left my mom’s hair a bit shiny, it is a very nice color I liked it and so did she. It covers the gray hairs definitely atleast for a good 2-3 weeks.
Color and shine boost
5 out of 5 stars
less9_7502 - 4 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
Not bad
4 out of 5 stars
someeri_5330 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I have dark blonde hair and I know it can be a bit hard to process. I've been dying my hair for over 20 years now, and well 20 minutes was nowhere near long enough for a root application. It was very easy to use and work through my hair. Super easy to mix and good coverage. Did not leave a bothersome scent after washing, but I think your process time is a tad off.
Not as dark
2 out of 5 stars
mrzayala714_1687 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The application is super easy the conditioner helps to make it shine after. As far as the color is did not think it was dark at all it was more like medium brown. The scent didn't bother me at all and love how everything u will need is the box.
New hair color !!!
5 out of 5 stars
lyn16_8117 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love the L’Oréal Paris Superior Preference in 5G Medium Golden Brown.The color came out rich, warm, and natural-looking with beautiful golden tones. It gave my hair a healthy shine and covered grays really well. The conditioner included left my hair super soft. Definitely a go-to shade for anyone wanting a vibrant, long-lasting brunette color.
Great
5 out of 5 stars
zannemang_9496 - 5 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.
Easy and bright!
5 out of 5 stars
fromemwithlove_5737 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Easy to mix and apply. No harsh nasty smell so that’s a plus. It went on quickly and easily and didn’t stain anything in the shower. Much lighter than my usual color but definitely gave me the fresh bright shine in the sun that I was hoping for.
Easy and quick to apply
5 out of 5 stars
darramz_5311 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Great coverage, one box was enough for the whole head. It was easy to use and did not smell too strong. This box is fool proof and has everything you need in it for a successful process.
Good
3 out of 5 stars
jerrir1_7321 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The new superior preference fade defying shine permanent hair color 3 soft black is pretty however I don't quite see much of a difference just yet but it is beautiful the texture is more thin I think and has a strong smell. Coverage is great and love the look.
Great for covering grey hair!
5 out of 5 stars
mzsuthernfryd_2807 - 5 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!
Great coverage didn't last long!
3 out of 5 stars
geelexi12003_7238 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I liked the color when I first used it. And was really easy to apply. But I was really hoping to finally find something for full gray coverage but this faded pretty quickly to my surprise. The smell wasn't as strong as others which I like. I also like that it doesn't make my hair feel dry and ruins, it made it soft and shiny. I recommend this but maybe not if you're relying on long-lasting Gray coverage.
Tried and true!
4 out of 5 stars
christyb60_2874 - 5 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair dye is tried and true! Always works great and the shaders are accurate to match the box. I feel as it doesn’t damage my hair and the conditioner provided is amazing! Thank you!
Never disappoints
5 out of 5 stars
janas9500_2976 - 6 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.
Feels great but color is BRASSY
3 out of 5 stars
kittyk7332_4417 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The L’Oreal Paris Superior Preference hair color smelled really good, and it was easy to apply. However, it did burn my scalp a bit. I loved the conditioner that it came with…it left my hair very soft and shiny. BUT the color turned out looking brassy. I do have some deep purple Overtone in my bathroom, so I think it’s a good time to go purple 💜
Easy Peasy & looks beautiful!
5 out of 5 stars
tinab2323_5204 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I haven’t dyed my hair in years with a store bought hair color. I won’t wait years again! The application process was easy to follow, and the smell wasn’t as strong as i remember. I loved the conditioner that came in the box, made my hair very shiny!
Soft and silky black
5 out of 5 stars
tamdann_7915 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love this L'Oréal Paris Preference kit. The no-drip texture gel is long lasting and looks like salon quality with easy instructions. It covers the grey well and makes my hair soft and shiny looks natural, the soft black goes well with my natural color.