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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

L'Oreal Paris Superior Preference Fade-Defying Color + Shine System - 6.5 fl oz - 8 M Blonde - 1 Kit

$12.99 ($2.00/fluid ounce)

Color FamilyBlonde
Color8 Medium Blonde
  • 8G Golden Blonde
  • 7 Dark Blonde
  • 8 Medium Blonde
  • 9 Natural Blonde
  • 8A Ash Blonde
  • 71/2A Medium Ash Blonde
  • Dark Ash Blonde 7A
  • 8.5A Champagne Blonde
  • 91/2NB Lightest Natural Blonde
  • LB02 Extra Light Natural Blonde
  • Opal Blonde

In Stock

Eligible for registries and wish lists

About this item

Highlights

  • Our true gold standard of hair color and shine since 1973
  • Fade-defying color for up to 8 Weeks and shine system
  • Available in over 50 luminous shades
  • Includes our color protective Care Supreme Conditioner formulated with Camelina Oil, anti-oxidant Vitamin E and UV filter

Description

L'Oreal Superior Preference Hair Color – our gold standard in luxurious permanent hair color since 1973. Superior Preference at-home hair coloring kit is special because it delivers super shiny luminous hair color. Preference gives you long lasting hair color that’s fade-defying for weeks and weeks. From root to tip whether you have blonde hair, brown hair, black hair or red hair color, your color won’t look dull or brassy. We pair our translucent gel hair dye formula with our exclusive Care Supreme Conditioner with Shine Serum that help keep color vibrancy and provides silky and shiny hair. Preference is available in over 50 Luminous Shades. Our Luminous Blonde shades range across a wide spectrum from light blonde to dirty blonde, honey blonde to red blonde and strawberry blonde to champagne blonde. Our rich Brown shades range across the spectrum of ash brown to sun-kissed caramel brown. Our deep Red shades range from dark red to auburn and copper to mahogany to burgundy. Each shade is crafted to show infinite tones and reflects, so you can find your own Superior Preference signature.

Packaging may vary, what you receive may not be what is reflected on site.


Instructions vary by shade. For complete instructions, please refer to package insert located inside hair color box.

Important: Haircolor and bleaches contain ingredients which may cause allergic and/or other types of reactions. A skin allergy test is required 48 hours before each use of a haircolor product. Bleaches contain persulfates. Bleaches and high-lift haircolor shades cannot be used on relaxed hair; for other haircolor shades, wait at least 14 days after bleaching, relaxing or perming before coloring. This is a safety summary. Read all product labeling and instructions completely prior to use.
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: 11475708
UPC: 071249253199
Item Number (DPCI): 063-01-0842
Origin: Imported
If the item details 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, erythorbic acid, resorcinol, p-phenylenediamine, alpha-isomethyl ionone, eugenol, linalool, citronellol, hydroxypropyl bis(n-hydroxyethyl-p-phenylenediamine) hcl, 2-methylresorcinol, m-aminophenol f.i.l. #d33265/2, 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 3.53 inches width x 6.35 inches height
Estimated ship weight: 0.58 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.

Additional product information and recommendations

Frequently Bought Together

Guests are saying

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 6981 reviews
    effectiveness: 3.13 out of 5
    quality: 3.09 out of 5
    value: 3.01 out of 5
    50% would recommend
    413 recommendations
    5 out of 5 stars
    12 January, 2026
    originally posted on influenster.com
    Image

    Works

    [This review was collected as part of a promotion.] This is the color I got because I didn’t bleach my hair I guess. However I love it and it compliments my skin well. My hair still feels the same and I don’t see breakage after use.
    tiffybtiffy_3951
    Did you find this review helpful?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    12 January, 2026

    (no review title)

    It did not lighten my dark brown hair.
    Samantha
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    Did you find this review helpful?
    5 out of 5 stars
    10 January, 2026
    originally posted on influenster.com
    Image

    If you want to color your hair and it look natural

    [This review was collected as part of a promotion.] The overall process and application was easy to follow. My scalp didn't feel dry or itch like some other products! The end result looked very natural and blended very well! I would recommend this product as the overall process and results were great
    pennyl40_3836
    Did you find this review helpful?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    6 January, 2026Verified purchase

    Very bad

    I didn’t even use it , I have never seen any hair color mixture this runny like water and and developer is like ruin milk inside the mixture ..
    Titen
    Did you find this review helpful?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    5 January, 2026Verified purchase

    Color match great

    Love color and ease of application!
    DeeCan64
    effectiveness: 5 out of 5
    quality: 5 out of 5
    value: 5 out of 5
    Did you find this review helpful?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    3 January, 2026Verified purchase

    (no review title)

    Great items
    Best one
    effectiveness: 5 out of 5
    quality: 5 out of 5
    value: 5 out of 5
    Did you find this review helpful?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    31 December, 2025Verified purchase

    Strong smell / red hair after

    The smell can suffocate you , especially if windows are not open . My hair looked brown and now two weeks later it looks orange / red . It’s a very weird thing going on with my hair and the colors.
    1 reply from L'OrealParisProductExpert team - 6 days ago
    Hi Not functional. We are sorry to hear about the experience you had with L'Oreal Superior Preference Lightest Gold Brown. You may contact us directly at 800-631-7358 M-F 9am to 5:30pm EST, please have the product with you when calling. For a neutral or cool tone you might want to avoid using gold tones.
    Not functional
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    Did you find this review helpful?
    2 out of 5 stars
    Thumbs down graphic, would not recommend
    29 December, 2025Verified purchase

    Fades to Copper/Orange

    My hair fades to an auburn/copper color with this brand. I have used this shade twice, and the regular 4 several times before that. I thought by going with “ash tone” that it would help keep the fade-to-orange at bay….. nope. It looks good for about 2 weeks, then fades fast. And my gray coverage is not great with this product. I am probably going to switch brands.
    ejwink
    effectiveness: 2 out of 5
    quality: 2 out of 5
    value: 2 out of 5
    Did you find this review helpful?
    5 out of 5 stars
    24 December, 2025Verified purchase

    (no review title)

    Perfect shade!
    Janice
    Did you find this review helpful?
    1 out of 5 stars
    24 December, 2025
    originally posted on lorealparisusa.com
    Image

    WHY THE HORRIFIC FORMULA CHANGE?

    I have a few grays in my hair, but mainly concentrated at my temple area and a little along my hairline. I have been using Loreal Preference 5G on only these areas for years and it has blended perfectly with the rest of my natural color. My hairdresser even commented many times about how perfect the color was for me. I have now used the new formula two times and to my horror it's a completely different color and no longer a match to my natural color. There is now a definite and odd looking line of demarcation from where I just color the small gray areas. There is so much orange to this new color that it's ridiculous. I gave it a second chance and I had the exact same experience. I am begging you to revert back to your previous formula shade in this new line! When I read that another user's experience with ash brown had also produced the orange tones, I have sadly decided it's time to look for a different brand. Also, the smell of this new and "improved" line is frighteningly strong and harsh. I am BEGGING you to revert back to the previous formula, otherwise I feel that you'll lose a lot more of your product users than just me.
    1 reply from LeCare team - 9 days ago
    Hi thunter! Thank you for reaching out to express your feelings about Superior Preference, 5G-Medium Golden Brown. We are sorry to hear that your color result is warmer/orange tones that expected. Feedback is valuable to us when making decisions about our products. Your feedback is appreciated and will be shared with others in our company. We would like to recommend using Excellence Creme, 5-Medium Brown for complete gray coverage.
    thunter
    Did you find this review helpful?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    23 December, 2025Verified purchase

    Its a great color

    Love it 4sm
    Am
    effectiveness: 5 out of 5
    quality: 5 out of 5
    value: 5 out of 5
    Did you find this review helpful?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    22 December, 2025Verified purchase

    Orange roots

    This review is for Medium Ash Brown. It turned my roots orange and bare covered grey. Back to regular L’Oréal medium brown. It smells strong as well. Poor color coverage. Please save hour self time and money.
    1 reply from L'OrealParisProductExpert team - 23 days ago
    Hello TLange! We are truly sorry to hear that your experience with the Superior Preference Permanent Hair Color in Medium Ash Brown was so disappointing. It's concerning to learn that your roots turned orange and that the grey coverage was insufficient, especially when you were looking for a specific ash tone. We also understand that the strong scent was an issue for you. We designed our Superior Preference line to deliver luminous, fade-defying color, and it's clear that in your case, it fell short of the beautiful results we strive for. Color results can sometimes vary based on individual hair characteristics, such as porosity and natural underlying pigments, which can react unexpectedly with certain tones, like the ash shades, sometimes revealing warmer undertones. Your feedback about the coverage and scent is incredibly valuable to us, as it helps us in our continuous efforts to improve our products and ensure they meet the high standards you expect from L'Oréal Paris. We truly regret that this particular shade did not work out for you.
    TLange
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    3 guests found this review helpful. Did you?
    3 out of 5 stars
    17 December, 2025
    originally posted on influenster.com
    Image

    Okay

    [This review was collected as part of a promotion.] I found that the color was vibrant and rich but it did not last long for me and noticed it would rinse out heavily over time. The smell during application was also a bit strong and I found that the formula is very runny. This made the process a bit difficult. I would choose a different hair dye.
    1 reply from LeCare team - 23 days ago
    Hi herbiesreviews_6226! Thank you for trying Superior Preference, 2-Natural Black. We appreciate you sharing that the color result was vibrant, but faded quickly for you, also about the texture and odor! Your feedback is appreciated and will be shared with others in our company.
    herbiesreviews_6226
    1 guest found this review helpful. Did you?
    5 out of 5 stars
    16 December, 2025Verified purchase

    (no review title)

    5A takes great on my hair, color looks natural and not reddish. Everyone is different so you have to find what works for you.
    CJ
    1 guest found this review helpful. Did you?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    15 December, 2025Verified purchase

    Strong Alcohol Smell, Rough Application, Poor Gray Coverage - A 'No' for Thick Asian Hair.

    I had high hopes for L'Oréal Preference, but unfortunately, it was a major disappointment. The smell alone was enough to put me off—it reeked strongly of rubbing alcohol, making the application process very unpleasant. The formula also felt incredibly rough on my thick Asian hair; it was difficult to work through and felt harsh. Most importantly, after leaving it on for the full 30 minutes as instructed, it completely failed to cover all of my gray hairs. It's a definite NO for me, and I wouldn't recommend it, especially for anyone with thick hair or significant gray coverage needs.
    1 reply from L'OrealParisProductExpert team - 23 days ago
    Hello Jacksonville Gal! Thank you for sharing your experience with Superior Preference Permanent Hair Color. We are truly sorry to hear it was a major disappointment. We regret that the strong smell, harsh feel on your thick hair, and its failure to cover your gray hairs made your experience unpleasant and ineffective. This is certainly not the result we intend, and we sincerely apologize for falling short of your expectations. Your feedback is very important to us.
    Jacksonville Gal
    effectiveness: 1 out of 5
    quality: 1 out of 5
    2 guests found this review helpful. Did you?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    15 December, 2025

    5A gave me hot roots.

    I got 5A and it turned my brown roots orange. Listen to the other reviews. Wasted money on two boxes. Supposed to help with “brassiness” and ended up creating brass. Hot roots. Do not recommend.
    1 reply from L'OrealParisProductExpert team - 23 days ago
    Hello Lily! Thank you for sharing your experience with our Superior Preference Permanent Hair Color, particularly with shade 5A. We are truly sorry to hear that it turned your brown roots orange and created brassiness, especially when you were hoping for a different result that addresses brassy tones. We understand your disappointment, particularly after purchasing two boxes, and we sincerely apologize that the product did not deliver as expected. Your feedback regarding "hot roots" and the outcome you experienced is very valuable to us. We regret that this product did not meet your needs, and we appreciate you bringing this to our attention.
    Lily
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    4 guests found this review helpful. Did you?
    5 out of 5 stars
    13 December, 2025
    originally posted on influenster.com
    Image

    Great coverage

    [This review was collected as part of a promotion.] L'Oreal permanent hair color was easy to use it was mess free the only thing I did do was protect the counter. I used two kits for my medium size hair and let it process for 25 minutes rinsing was just as easy with Luke water and used their conditioner for step 3 results were beautiful full coverage and even tone and no damage to hair.
    nora9851_5073
    1 guest found this review helpful. Did you?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    13 December, 2025

    Not good!

    I always color my hair dark ash brown. My usual L’Oréal formula was gone so I didn’t think this L’Oréal formula would be a whole lot different. I was so wrong. This particular ASH color is leaving a red tone. Ash usually removes red undertones. I’m so disappointed. I’m not sure if the box had the wrong color in it or what, I just know I won’t buy it again
    1 reply from L'OrealParisProductExpert team - 24 days ago
    Hello Sherry! We are truly sorry to hear about your very disappointing experience with our Superior Preference Permanent Hair Color, particularly with an ash shade. We understand how frustrating it is when a product, especially one you trust from our brand, doesn't deliver the expected results. You are absolutely right that ash tones are specifically formulated to help neutralize and counteract unwanted red undertones, so it's concerning to learn that your hair developed a reddish hue and that you are unsure if the box contained the correct color. This is certainly not the performance we intend for our Preference formula, which is designed to provide beautiful, lasting color. Your feedback is incredibly important to us, and we deeply regret that this experience has led you to feel so let down. We value your insights as we continuously work to ensure the quality and consistency of our hair color products.
    Sherry
    effectiveness: 1 out of 5
    quality: 1 out of 5
    value: 1 out of 5
    2 guests found this review helpful. Did you?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    11 December, 2025Verified purchase

    The best!!

    it's the best! people think I am a natural blonde! It makes my hair look beautiful too!
    shameless
    effectiveness: 5 out of 5
    quality: 5 out of 5
    1 guest found this review helpful. Did you?
    2 out of 5 stars
    Thumbs down graphic, would not recommend
    9 December, 2025Verified purchase

    Not great pick something else

    Really disappointed in this box dye probably the worst I’ve used. First it smells terrible and really strong. Second it made my roots a redish color and third the coverage doesn’t last it’s only been two weeks and it’s super faded already. I’d save your money and go with a different brand.
    1 reply from L'OrealParisProductExpert team - 24 days ago
    Hello Alexa! We are truly sorry to hear about your extremely disappointing experience with our Superior Preference Permanent Hair Color. We sincerely appreciate you taking the time to provide such detailed and candid feedback, as it is incredibly important to us. We are concerned to learn that you found the scent to be terrible and strong, that your roots turned a reddish color, and that the coverage faded significantly after only two weeks. This is certainly not the performance we aim for with our Superior Preference formula, which is designed to provide long-lasting, luminous color. We understand how frustrating and unsatisfactory it must be when a product does not deliver on its promise, and we deeply regret that your experience was so negative. Your feedback is invaluable as we continuously strive to develop and improve our hair color products to ensure they meet the high standards our customers expect.
    Alexa
    effectiveness: 2 out of 5
    quality: 2 out of 5
    value: 1 out of 5
    1 guest found this review helpful. Did you?

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