$11.99 when purchased online
Target Online store #3991
About this item
Highlights
- Superior Preference Soft 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 Soft 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: 11475703
UPC: 071249253021
Item Number (DPCI): 063-01-0825
Origin: 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, p-phenylenediamine, pentasodium pentetate, ammonium acetate, fragrance, resorcinol, ammonium thiolactate, erythorbic acid, n,n-bis(2-hydroxyethyl)-p-phenylenediamine sulfate, m-aminophenol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, alpha-isomethyl ionone, eugenol, 2,4-diaminophenoxyethanol hcl, linalool, citronellol f.i.l. #d33261/2, 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: 2.32 inches length x 3.5 inches width x 6.34 inches height
Estimated ship weight: 0.57 pounds
This item cannot be shipped to the following locations: United States Minor Outlying Islands, Guam (see also separate entry under GU), Virgin Islands, U.S., Northern Mariana 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
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
Meh
3 out of 5 stars
sav419_1323 - 3 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I’ve used better hair dye in the past . It covered grays for maybe a week and then they were visible again . I wish it stated the strength of the the developer somewhere
Cancelled my next salon appointment
5 out of 5 stars
elisab205_1911 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The seal on the packaging was in tact and the contents inside wired easy to open and mix. The instructions were clear and easy to follow. The color mixture was creamy and easy to apply and the scent was pleasant. I have a lot of gray hair and this product covered very well! I’m loving the shine this color gave my hair! I’m thinking of cutting my salon visits down and using L’Oreal Preference instead.
Easy and fast but great product
5 out of 5 stars
queeendesss_6509 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This was super easy, smelled great and not too potent , loved how it came out and it comes with great conditioner, I used two boxes for my thickish medium long hair. It made my hair super shiny and don’t feel much breakage afterward !
Great color
5 out of 5 stars
brittttey_5205 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Instructions were very clear and easy to understand. The scent was bare arable. Some dyes I get the smell is horrible. It covers well and the color is exactly like what’s on the box!
Lovvveee the dark hair
5 out of 5 stars
beautyglamexpo_2985 - 4 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I lovvvvee this color. I missed my natural dark hair and I used it. Left my hair with a beautiful shine to it. The application was easy through the instructions. Packing was great for shipping. It doesn’t have a strong scent. I like the way my hair looks now.
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
Superior Preference
5 out of 5 stars
dreamzunwind_6657 - 6 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I received this product from Influenster in return for an honest review. I was pleasantly surprised to see that 2 boxes were included! I think in terms of drugstore hair color, this works great! I would purchase in the future.
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
Easy and quick to apply
5 out of 5 stars
darramz_5311 - 8 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 - 8 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.
Soft and silky black
5 out of 5 stars
tamdann_7915 - 9 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.
Way better
5 out of 5 stars
- 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Compared to all of their other hair dyes, this one definitely beats the results of others. They finally come out with the black good gloves. This one is gives more shine to your hair and covers the grays 100% better. For me it did not last up to nine weeks of coverage but compared to the last formula, it lasted a lot longer this time. My hair feels more silky. The conditioner has a floral fragrance and you can use the conditioner probably up to five times. At least for me. Very good price for the results.
Quick fix
4 out of 5 stars
teeeff_7463 - 9 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This product is great for a quick fix. The packing is great with clear instructions and direction, the scent is no very strong but always best to use in a well ventilated area. The application process is easy and it is not runny, however since it is black you have to be careful not to get it too much on your skin because it will leave a stain for a good 2 to 3 days. My hair felt good after using it, the color looked even and somewhat shinny, however I did see some minimal damage to my ends. The color did not last long at all, it started washing off after 4 days , two weeks later my hair was completely brown again .
Colorful pop
5 out of 5 stars
demeat_5318 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] The coverage was great. I love the SHEIN after the drawing process was mutilated. Mild application process took time for I love the packaging, simple directions, and the finishing product was amazing in the light. It actually had a soft color to it. A different love using this product definitely I recommended to people as well.
Stop taking trips to the salon
5 out of 5 stars
messynessi_59 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] This stuff worked quickly and well. It was an easy mix. I used the gloves so I did y get it all over my hands and one bottle covered all of my roots plus I had extra. There was no strong chemical smell. It left my hair with no more grays and shiny like I got out of the salon!
Easy to apply
4 out of 5 stars
- 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love how easy this was to use! The applicator bottle is super convenient—just pour one bottle into the other, shake it up, and you're ready to go. Total game changer. I did use a brush to help spread it out a bit more evenly, but the bottle definitely made the process way easier. It covered my grown-out roots really well, which I was super happy about. The only downside was that my hair felt pretty dry afterward, even after using the included conditioner. Still, overall a really handy product!
Shine Bright!
5 out of 5 stars
stacys125_1596 - 10 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] My friend loved this product! She’s now dyed her hair with it twice. The packaging was easy to open. The only downfall of it was the strong scent, but if you can get through that your hair will look amazing!
Excellent coverage & Easy application
4 out of 5 stars
eteau_5026 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] Excellent coverage for my gray hair. Easy application with screw top opening on the bottle. The scent is a little strong! The conditioner left my hair feeling hydrated!
Beautifully soft color
5 out of 5 stars
jenniyinclimax_3609 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] I love this soft black color from L'Oreal. I have a dip dye effect on my ends with the rest of my hair being purple and this color makes the transition much less harsh. It's perfect for achieving a milder black color but looks beautiful and shines. My hair feels and looks healthier on the ends after using. The full kit works well and I highly recommend
Good for the price
4 out of 5 stars
elenaa140_3215 - 11 days ago
originally posted on influenster.com
[This review was collected as part of a promotion.] L’Oréal Paris Superior Preference Fade-Defying Shine Permanent Hair Color – Honest Review L’Oréal’s Superior Preference line has been a staple in at-home hair coloring since 1973, and it’s easy to see why. The product offers a wide range of over 50 luminous shades, catering to various hair color preferences. The gel formula is designed for easy application, and the included Care Supreme Conditioner helps maintain color vibrancy and adds shine.    Pros: • Long-Lasting Color: Many users report that the color remains vibrant for up to 9 weeks, resisting fading even after multiple washes.  • Gray Coverage: The dye effectively covers gray hairs, providing a uniform color throughout.  • Shine and Softness: The included conditioner enhances shine and leaves hair feeling soft and manageable.  • Ease of Use: The gel formula is easy to apply, and the instructions are straightforward, making it suitable for at-home use.  Cons: • Strong Scent: Some users find the chemical smell during application to be quite strong, although it dissipates after rinsing.  • Skin Staining: Without careful application, the dye can stain the skin and surrounding areas.  • Color Variance: A few users have noted that the final color result may differ slightly from the shade depicted on the box, depending on their original hair color.  Final Thoughts: L’Oréal Paris Superior Preference Fade-Defying Shine Permanent Hair Color is a reliable choice for those seeking long-lasting, vibrant hair color at home. While there are minor drawbacks, such as the strong scent and potential for skin staining, the overall performance and quality make it a worthwhile option for many.