$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Ultimate Black 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 Ultimate Black 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: 11475700
UPC: 071249154946
Item Number (DPCI): 063-01-0027
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: 1269143 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, m-aminophenol, hydroxybenzomorpholine, parfum fragrance, ammonium thiolactate, 2.4-diaminophenoxyethanol hcl, n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate, erythorbic acid, hydroxyethyl-3.4-methylenedioxyaniline hcl, tetrasodium glutamate diacetate, 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/cire de candelilla, 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.
Shipping details
Estimated ship dimensions: 6.4 inches length x 3.7 inches width x 2.2 inches height
Estimated ship weight: 0.5732 pounds
This item cannot be shipped to the following locations: Virgin Islands, U.S., United States Minor Outlying Islands, American Samoa (see also separate entry under AS), Northern Mariana Islands, Guam (see also separate entry under GU)
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 6412 reviews
effectiveness: 3.18 out of 5
quality: 3.16 out of 5
value: 3.07 out of 5
52% would recommend
366 recommendations
Very Watery Consistency
3 out of 5 stars
brokenbutterfly1981_9592 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This is a pretty shade, but didn't cover all of my gray. The biggest issue I had with it was that it was so runny! It was hard to control because it was so watery in consistency. It stained everything it touched, other than some of my gray hairs!
Nice
5 out of 5 stars
meganh148_7839 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Packaging was great, application was easy, scent wasn't strong and definitely was great coverage. Color was shiny and absolutely gorgeous will be buying this
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
True to tone color
4 out of 5 stars
- 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] For a box color the loreal gives incredible shine and coverage. Very true to tone and a little goes a long way. It applies evenly and is very mild in smell.
Fumes
3 out of 5 stars
Thumbs up graphic, would recommend
jmill - 6 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
Vibrant rich hair color
4 out of 5 stars
tanetalexandriabeau_6131 - 8 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This is the best hair color to cover grey hairs. It gives off rich vibrant color and doesn’t dry out your hair. Application is super easy and quick. I would definitely recommend using this to anyone
Long lasting salon quality hair dye
5 out of 5 stars
catherinece25c_9360 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received two of these in my box and that was great, lol. Love the color long lasting and looks like salon quality but at a much better price comes with easy instructions, covers the grey well and makes your hair soft and shiny. Looks natural it doesn't look fake like a lot of hair colors do this is a definite winner for me.
A solid dark hair dye!
4 out of 5 stars
dianaaaleon_3513 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love that I received two boxes since I have very long hair! This hair dye worked well, but could have been a bit more dark for my liking. I usually dye my hair jet black, almost blue-black, and this was just a tad bit less dark than that. Overall, it was easy to apply and did not smell bad!
Absolutely
5 out of 5 stars
angrytamale_7896 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The application process was so so easy! My hair turned out amazing with amazing coverage! The smell was a little strong. It definitely took a minute to get used to.
L’Oreal Paris preference
5 out of 5 stars
helenat93_6411 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Thanks influenster for the gift. I love Superior preference fade defying shine permanent hair color so much. It makes my hair smooth and soft. My hair color becomes shiny and black.
Works well and long lasting
5 out of 5 stars
lees25_6579 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Works well. Great color and very long lasting. Easy to use - very clear instructions. This shade is basically a true black color. Would use again
Covers grays
4 out of 5 stars
daniellea95_1145 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This hair dye works great. It covered all the grays and hasn't faded. The scent is like any other hair dye. It has the same smell but is not overwhelming.
Superior Ultimate Black
5 out of 5 stars
carmen715_6851 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] We used this to dye my daughters hair. Everything was packed as it should be. The application was easy. It did have a strong smell. The coverage was great. My daughter has a lot of thick hair and mid shoulder length, and one bottle did the job. The results are great, and it looks like salon quality.
Two Thumbs Up
5 out of 5 stars
fourcrazyhearts_2911 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This box dye delivers on its promises. The application process was simple and mess-free—the instructions were clear, and the gloves included actually held up (which isn’t always the case with box dyes). The formula spread evenly and gave me full coverage, even over grays. The scent is noticeable but not overpowering, and it’s much more tolerable than most at-home dyes I’ve tried. What really stood out was the shine—my hair looked healthy and glossy right after rinsing, and the color is rich, deep, and bold. The packaging is sleek and easy to navigate, with everything you need included. If you’re looking for a long-lasting black dye that doesn’t fade quickly and leaves your hair looking vibrant, this is a solid go-to.
Perfect for my hair!
5 out of 5 stars
karag6_3631 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Perfect for when I don’t have time to go the salon! It’s a really great price and lasts up to 9 weeks. It is so easy to apply on your hair because it’s not messy and it’s only 3 steps; the directions also have so much detail!
Good hair dye but strong smell
3 out of 5 stars
heidien1_5497 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Coverage was great however the scent was quite strong and burning my eyes during application. Other than that shine on my hair after was beautiful.
Shine shine
5 out of 5 stars
- 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Amazing application easy and have everything you need to get it done at home. My hair shine since the first day! Great coverage and no strong scent
L'Oreal was perfect
5 out of 5 stars
nflor555_4267 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I really was surprised with the results of this color box dye. It was easy to use and easy to apply, the process was beautiful and it didn't make any mess around me. Love the new packaging of the box it's easy to open and understand and the results of the coverage was 100% and love the scent of the shampoo and conditioner it provided. It cover my grays perfect and love that it looks black intense like I like it. Would buy again.
True black
5 out of 5 stars
erikas262_9962 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The shine on this product is amazing and the coverage exceeds my expectations, I have stubborn grey hair and this product really does cover all my greys. The scent isn’t overwhelming and it’s easy to apply
Super easy to use!
5 out of 5 stars
jessanngriffin_5240 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love the L’Oréal Paris preference hair color! Not only is this ultimate black literally just that - ultimate, it’s also really easy to use. My hair looks amazing and is so shiny and glossy. I highly recommend this product to anyone looking for full coverage out of this world color.