EasterBlack-owned or founded brands at TargetGroceryClothing, Shoes & AccessoriesBabyHomeFurnitureKitchen & DiningOutdoor Living & GardenToysElectronicsVideo GamesMovies, Music & BooksSports & OutdoorsBeautyPersonal CareHealthPetsHousehold EssentialsArts, Crafts & SewingSchool & Office SuppliesParty SuppliesLuggageGift IdeasGift CardsClearanceTarget New ArrivalsTarget Finds#TargetStyleTop DealsTarget Circle DealsWeekly AdShop Order PickupShop Same Day DeliveryRegistryRedCardTarget CircleFind Stores

Sponsored

L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz

L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 2 of 4L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 3 of 4L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 4 of 4
L'Oreal Paris Superior Preference Permanent Hair Color - 6.5 fl oz - 1 of 4
$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.
_

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.

Related Categories

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

    Wow!

    5 out of 5 stars
    barbrad_5740 - 4 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!
    Did you find this review helpful?

    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
    effectiveness: 3 out of 5
    quality: 4 out of 5
    value: 4 out of 5
    Did you find this review helpful?

    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
    effectiveness: 5 out of 5
    quality: 3 out of 5
    value: 3 out of 5
    1 guest found this review helpful. Did you?

    Great

    5 out of 5 stars
    zannemang_9496 - 8 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.
    Did you find this review helpful?

    Never disappoints

    5 out of 5 stars
    janas9500_2976 - 9 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.
    Did you find this review helpful?

    Great product!

    5 out of 5 stars
    heidileo30_7854 - 10 days ago
    originally posted on influenster.com
    [This review was collected as part of a promotion.] I love this hair color! Not only were all of my grey’s covered it was easy to apply and made my hair feel so soft and not dry like it usually does after coloring! Great for at home hair maintenance!
    Did you find this review helpful?

    Nice color

    3 out of 5 stars
    imsylviar_5227 - 10 days ago
    originally posted on influenster.com
    [This review was collected as part of a promotion.] Easy diy at home- it covered some of my greys. It does have a strong smell to it which I’m not a fan of and washes off easily. Changed my hair texture for some reason. I will have to do a hair mask.
    Did you find this review helpful?

    Incredible at home hair dye

    5 out of 5 stars
    claireh136_6691 - 10 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.
    Did you find this review helpful?

    Love!

    5 out of 5 stars
    abbeyob2_709 - 10 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!
    Did you find this review helpful?

    Great coverage and easy application .

    5 out of 5 stars
    nancys152_8999 - 10 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.
    Did you find this review helpful?

    Has conditioner with vitamin E

    5 out of 5 stars
    erikan24_6443 - 11 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.
    Did you find this review helpful?

    Great old standby

    4 out of 5 stars
    aprilk7587_6528 - 11 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!
    Did you find this review helpful?

    L'oreal Paris Superior Preference

    5 out of 5 stars
    dmarisela_7932 - 11 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
    Did you find this review helpful?

    Shiny and perfect

    3 out of 5 stars
    lynsters_1876 - 11 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.
    Did you find this review helpful?

    my go to formula

    4 out of 5 stars
    jessical655_6740 - 12 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.
    Did you find this review helpful?

    Ok

    4 out of 5 stars
    nicolem37_3033 - 12 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.
    Did you find this review helpful?

    Beautiful, Consistent Color.

    5 out of 5 stars
    rosep58_6612 - 12 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.
    Did you find this review helpful?

    Covers the grey

    4 out of 5 stars
    jadakiss319_5906 - 12 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.
    Did you find this review helpful?

    Good color accurate to box , long hair might need

    3 out of 5 stars
    amyv155_4032 - 12 days ago
    originally posted on influenster.com
    [This review was collected as part of a promotion.] I got the opportunity to try L’Oréal’s rich luminous color and I’m quite satisfied. I have naturally dark brown hair but have been thinking about lightening up just a tad and got this opportunity. Upon opening, you get the standard mixer bottle and combination activators that I’ve used before including the small conditioner. After mixing I let it sit for about twenty minutes and rinsed out and applied the conditioner. Once done, I saw a slight difference in my hair color. But as expected it did not lighten it enough to match the box. This would be best for either graying or lighter color hair but overall not bad. I’d suggest my friends and familia to try this if they have lighter hair
    Did you find this review helpful?

    Nice and accessible

    4 out of 5 stars
    kimr7_7653 - 12 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.
    Did you find this review helpful?

    Get top deals, latest trends, and more.

    Privacy policy

    Footer

    About Us

    About TargetCareersNews & BlogTarget BrandsBullseye ShopSustainability & GovernancePress CenterAdvertise with UsInvestorsAffiliates & PartnersSuppliersTargetPlus

    Help

    Target HelpReturnsTrack OrdersRecallsContact UsFeedbackAccessibilitySecurity & FraudTeam Member Services

    Stores

    Find a StoreClinicPharmacyOpticalMore In-Store Services

    Services

    Target Circle™Target Circle™ CardTarget Circle 360™Target AppRegistrySame Day DeliveryOrder PickupDrive UpFree 2-Day ShippingShipping & DeliveryMore Services
    PinterestFacebookInstagramXYoutubeTiktokTermsCA Supply ChainPrivacyCA Privacy RightsYour Privacy ChoicesInterest Based AdsHealth Privacy Policy