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$12.99 ($2.00/fluid ounce)
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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
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. 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.
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
Product Warning: Not recommended for those with sensitive skin
Product Form: Liquid
Beauty Purpose: Hair Coloring
Processing Time: 25 Minutes
TCIN: 89437185
UPC: 071249682838
Item Number (DPCI): 063-01-0088
Origin: Imported
If the item details aren’t accurate or complete, we want to know about it.
Ingredients:
color gel: aqua / water, 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, hydroxybenzomorpholine, fragrance, ammonium thiolactate, m-aminophenol, erythorbic acid, 2,4-diamino-phenoxyethanol hcl, n,n-bis(2-hydroxyethyl)-p-phenylene-diamine sulfate, tetrasodium glutamate diacetate, hydroxyethyl-3,4-methylenedioxyaniline hcl, 2-amino-3-hydroxypyridine, octadecyl di-t-butyl-4-hydroxyhydrocinnamate, citric acid f.i.l. #t70033147/1, developer creme: aqua / water, hydrogen peroxide, cetearyl alcohol, trideceth-2 carboxamide mea, ceteareth-25, glycerin, phosphoric acid, tetrasodium etidronate, tetrasodium pyrophosphate, sodium salicylate f.i.l. #d209747/8, shine protect conditioner: aqua / water, cetearyl alcohol, glycerin, behentrimonium chloride, candelilla cera / candelilla wax, amodimethicone, cetyl esters, isopropyl alcohol, 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 f.i.l. #d255219/1' '
Allergens & Warnings:
● IF PRODUCT GETS INTO EYES, RINSE IMMEDIATELY., HAIRCOLOR CAN CAUSE AN ALLERGIC REACTION, ● THOROUGHLY RINSE HAIR AFTER APPLICATION., - YOU HAVE ALREADY HAD A REACTION TO A HAIRCOLOR PRODUCT., ● WEAR GLOVES PROVIDED IN KIT., USAGE ADVISORY - SAFETY WARNING, ● AVOID CONTACT OF THIS PRODUCT WITH EYES AND SKIN., ● DO NOT USE IF:, CAUTION: THIS PRODUCT CONTAINS INGREDIENTS WHICH MAY CAUSE SKIN IRRITATION ON CERTAIN INDIVIDUALS AND A PRELIMINARY TEST ACCORDING TO ACCOMPANYING DIRECTIONS SHOULD FIRST BE MADE. THIS PRODUCT MUST NOT BE USED FOR DYEING THE EYELASHES OR EYEBROWS; TO DO SO MAY CAUSE BLINDNESS., ● WAIT AT LEAST 14 DAYS AFTER BLEACHING OR PERMING OR RELAXING BEFORE COLORING., ● IF YOU HAVE A TATTOO, THE RISKS OF AN ALLERGIC REACTION MAY BE INCREASED., ● DO NOT USE OVER COMPOUND HENNA OR PROGRESSIVE COLOR., IMPORTANT: HAIRCOLOR CAN CAUSE AN ALLERGIC REACTION WHICH IN CERTAIN RARE CASES CAN BE SEVERE. THEREFORE, YOU MUST FOLLOW THESE PRECAUTIONS:, - YOU HAVE A SENSITIVE, ITCHY OR DAMAGED SCALP., ● PERFORM A SKIN ALLERGY TEST 48 HOURS BEFORE EACH USE OF THIS PRODUCT (SEE THE INSERT). REMEMBER TO BUY YOUR PRODUCT 2 DAYS AHEAD OF TIME., ● KEEP OUT OF THE REACH OF CHILDREN. DO NOT APPLY ON CHILDREN.Shipping details
Estimated ship dimensions: 6.38 inches length x 3.55 inches width x 2.32 inches height
Estimated ship weight: 0.573 pounds
We regret that this item cannot be shipped to PO Boxes.
This item cannot be shipped to the following locations: American Samoa (see also separate entry under AS), Guam (see also separate entry under GU), Northern Mariana Islands, Puerto Rico (see also separate entry under PR), United States Minor Outlying Islands, Virgin Islands, U.S., APO/FPO, Alaska, Hawaii
Return details
This item must be returned to any Target store.
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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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 6974 reviews
effectiveness: 3.13 out of 5
quality: 3.1 out of 5
value: 3.02 out of 5
50% would recommend
412 recommendations
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 ..
5 out of 5 stars
Thumbs up graphic, would recommend
5 January, 2026Verified purchase
Color match great
Love color and ease of application!
5 out of 5 stars
Thumbs up graphic, would recommend
3 January, 2026Verified purchase
(no review title)
Great items
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.
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.
5 out of 5 stars
24 December, 2025Verified purchase
(no review title)
Perfect shade!
1 out of 5 stars
24 December, 2025
originally posted on lorealparisusa.com
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 - 2 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.
5 out of 5 stars
Thumbs up graphic, would recommend
23 December, 2025Verified purchase
Its a great color
Love it 4sm
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 - 16 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.
3 out of 5 stars
17 December, 2025
originally posted on influenster.com
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 - 16 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.
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.
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 - 16 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.
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 - 16 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.
5 out of 5 stars
13 December, 2025
originally posted on influenster.com
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.
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 - 17 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.
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!
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 - 17 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.
1 out of 5 stars
7 December, 2025
originally posted on lorealparisusa.com
New formula is terrible
I've used this dye monthly for many years. I stocked up my supply and recently realized they've changed the formula. The old formula made my hair heavenly soft, but after using the new formula, my hair is dry and unruly. I can barely comb through it and I have to use so much conditioner and leave in detangler that my hair requires more frequent washing, which fades the color faster. I'm researching other hair color brands now because I can't continue to use this L'Oreal product. It's a shame, as the old formula was fantastic and the color was amazing for me.
1 reply from consumer care center team - 27 days ago
Hi Vespertilo, We are sorry to hear about the experience you had with Feria Hair Color. We would like to speak with you about your experience, please give us a call @ L'Oreal 800-631-7358 M-F 9:00am-5:30pm ET for assistance and provide case #44359105. Please have the product with you when you call, we look forward to speaking with you.
1 out of 5 stars
7 December, 2025
originally posted on lorealparisusa.com
Formula change, ruined this color.
have used this shade for years and the NEW formula is awful. My hair turned brassy and reddish/orange instead of ash brown. It looks nothing like the box or the old version. I wasted my money and now I have to fix my hair. Please bring back the old formula , this one does NOT deliver an ash tone.
1 reply from LeCare team - 27 days ago
Hi Lilly! We are sorry to hear that you are achieving brassy tones with Superior Preference, 5A-Medium Ash Brown. We know how disappointing it can be to look forward to a new application of color only to find that your results are not what you expected. Your feedback is appreciated and will be shared with others in our company.
5 out of 5 stars
Thumbs up graphic, would recommend
6 December, 2025Verified purchase
Beautiful results
I was skeptical because I have medium/dark brown thick hair. I bought two boxes and followed the directions given, and have a beautiful result! People are surprised I used box dye!