DESCRIPTION
The new and improved Superior Preference color is suitable for all hair types and offers beautiful 100% grey hair coverage, with color that won't fade for 9 weeks. Thanks to a higher concentration of dyes, this permanent color offers a color that lasts longer and offers exceptional shine!
IF YOU'RE LOOKING FOR YOUR USUAL HAIR COLOUR, FOLLOW THESE STEPS TO FIND YOUR SHADE AND NEW STYLE
L'Oréal Paris Superior Préférence hair color is the perfect way to achieve salon-quality color at home. With its non-fading color and high-impact shine system, Superior Préférence Permanent Hair Color delivers up to 9 weeks of long-lasting color that won't fade or fade in the wash. The gel oil formula is easy to apply and leaves hair soft and silky. Available in over 50 luminous shades, Superior Préférence is sure to have a shade that's perfect for you.
MORE DETAILS
- Salon-quality hair color at home: L'Oréal Paris Superior Préférence dye offers beautiful 100% grey hair coverage and up to 9 weeks of color without fading thanks to a higher concentration of dyes.
- New Anti-Fade System: Superior Préférence features a new anti-fade system for rich, long-lasting hair tones.
- Anti-drip texture: Our new gel oil formula has an anti-drip texture that provides better adhesion to the hair.
- Shine Protect Conditioner: When dye is used with Shine Protect Conditioner, hair feels soft and silky to the touch.
- Luminous shades: Superior Preference permanent hair colour is available in over 50 luminous shades that cover a wide spectrum of different tones.
HOW TO USE
48 hours before coloring, do the allergy test.
Step 1: Apply the product using the applicator, press the color mixture immediately onto dry, unwashed hair. Gently work into the hair as you would shampoo, and apply to the grey areas first.
Step 2: For hair with little or no grey, wait 25 minutes with the mixture in your hair. For grey hair, leave on for an additional 15-20 minutes.
Step 3: Rinse. Add a small amount of warm water to your hair and lather. Then rinse with warm water until the water runs clear.
Step 4: Apply the Shine Protection Conditioner and massage into the hair. Leave on for 2 minutes before rinsing with warm water until the water runs clear.
Step 1: Apply the product using the applicator, press the color mixture immediately onto dry, unwashed hair. Gently work into the hair as you would shampoo, and apply to the grey areas first.
Step 2: For hair with little or no grey, wait 25 minutes with the mixture in your hair. For grey hair, leave on for an additional 15-20 minutes.
Step 3: Rinse. Add a small amount of warm water to your hair and lather. Then rinse with warm water until the water runs clear.
Step 4: Apply the Shine Protection Conditioner and massage into the hair. Leave on for 2 minutes before rinsing with warm water until the water runs clear.
INGREDIENTS
AQUA / WATER • HYDROGEN PEROXIDE • CETEARYL ALCOHOL • SODIUM SALICYLATE • TRIDECETH-2 CARBOXAMIDE MEA • PHOSPHORIC ACID • CETEARETH-25 • TETRASODIUM ETIDRONATE • TETRASODIUM PYROPHOSPHATE • GLYCERIN
FREQUENTLY ASKED QUESTIONS
What is L’Oreal Preference haircolor?
Preference’s Color & Shine system creates luminous color with natural-looking highs & lows and beautiful grey coverage. The kit includes a protective Color and Shine Conditioner to help keep hair silky and provide up to 9 weeks of fade-defying color.
What is the difference between L’Oreal Preference and L’Oreal Excellence haircolor?
Preference and Excellence are both permanent hair colors. For multi-dimensional, salon-inspired results, we recommend using Preference. To cover resistant greys, 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.
What should I use to maintain my hair color?
To maintain your salon-inspired results, we recommend using Everpure Glossing Shampoo and Conditioner.
Reviews
Average Customer Ratings
Quality of Product, 1.5 out of 5
Value of Product, 1.6 out of 5
Filter Reviews
Rating
Locale
1 to 8 of 32 Reviews
1 – 8 of 32 Reviews
Most Recent
1 out of 5 stars.
Bad Formula Change!
8 months ago
I used Preference 8.1 Copenhagen Ash Blonde for years and always had compliments. Why did you change your formulas? The new colors are hideous and cheap looking. The 8UA comes out muddy and the regular 8 is brassy, dried out my hair and caused a scalp reaction (the full trifecta.) So disappointed in you, L'oreal. If it ain't broke... but no, you had to go ahead and break it.
No, I do not recommend this product.
Helpful?
Quality of Product, 1.0 out of 5
Value of Product, 1.0 out of 5
Response from L'Oreal Paris Canada:
8 months ago
BEC
We are sorry that the Excellence Crème, 8UA Medium Blonde did not provide the desired results. We understand how frustrating it can be when a color result is not as expected and apologize for any inconvenience. We invite you to reach out to us at: [email protected]. Please provide as much additional information as possible in your message so we can better assist you.
5 out of 5 stars.
Help
9 months ago
I absolutely love the ultra light ash blonde (10 ua) color, but I can’t get it anywhere. I have checked all local stores, and online. Can’t find it anywhere.?!
Originally posted on lorealparisusa.com
2 out of 5 stars.
Disappointed Lately...
10 months ago
I have use the same Dark Blonde for many years, covered greys and after 1 wash was close to desired color, The last few times it doesn't cover my greys. After 1 wash my greys start appearing and I have also noticed a fizziness I never had before. I am stumped as this was the only store bought color I ever liked! What happened???
Originally posted on lorealparisusa.com
1 out of 5 stars.
New formula
a year ago
I was using L’Oréal preference shade 6 for many years and I had good results. The new formula does not work well. I will look for another brand. Pretty disappointed,
Originally posted on lorealparisusa.com
1 out of 5 stars.
Disaster
a year ago
So upset. First time I have chosen an ash blond. I dye my hair maybe once a year. The colour 8UA looks ash blond, not a dark blonde/light brown. My natural hair colour is red - now strawberry blonde/apricot
I used this product and now my hair is DARK MOUSY BROWN!!!! Now I need to find a way to undo this
I live in a rural area where it’s 2 months to get into the hairdresser
Really disappointed
And yes, I did test and verified the number before starting
Helpful?
Response from L'Oreal Paris Canada:
a year ago
BEC
We are sorry that the Superior Preference - 8UA Ultra Ash Medium Blonde did not achieve the desired results. We understand how frustrating it can be for a color result not to be what was expected, and we apologize for any inconvenience. We invite you to contact us by email providing additional information to receive further assistance.
[email protected]
1 out of 5 stars.
Not as I remembered
a year ago
I have used this exact product before and was happy. Last box was a mistake! Hair turned very dark and one dimensional. Instead of fading neutrally, my hair is now strawberry blonde. Be careful!
No, I do not recommend this product.
Helpful?
Quality of Product, 1.0 out of 5
Value of Product, 1.0 out of 5
Response from L'Oreal Paris Canada:
a year ago
Consumer Care Center
Hello ts720. We are sorry that the Superior Preference 8UA did not provide the desired results. We invite you to reach out to us via email providing additional information to receive further assistance.
[email protected]
5 out of 5 stars.
Beautiful perfect colors
2 years ago
I have used loreal for years. .I am 72 years old. It colors my hair perfection. .
Originally posted on lorealparisusa.com
Response from lorealparisusa.com:
2 years ago
Consumer Care Center
Hi there! We thank you for your loyalty and we are so happy to hear that you are enjoying the Superior Preference Cool Blonde Hair Color. We will share this information with the rest of our team and we hope that you will continue to try and use our products with satisfaction in the future.
1 out of 5 stars.
Waste of time and money
2 years ago
Before. After
Just did my hair with L’Oreal Superior Preference 8S and the color came out horrible - way too dark with pinkish tones. I’ve never had hair this dark in my 78 years. I was trying for an all over pale gray like the before picture. What am I to do?
I tried to upload before and after pictures, but messages wouldn’t allow.
Originally posted on lorealparisusa.com
Response from lorealparisusa.com:
2 years ago
Consumer Care Center
Hi LmatNT! Thanks for reaching out to us regarding Preference 8SB. We're sorry to hear that your hair came out too dark. This shade works best on someone with natural hair no darker than medium blonde. It is also not suggested for use on gray hair. To help lighten the color, we suggest shampooing with a regular shampoo, NOT for color treated hair. Something like dandruff or clarifying shampoo will work best.
1 – 8 of 32 Reviews
Reviews
Average Customer Ratings
Quality of Product, 1.5 out of 5
Value of Product, 1.6 out of 5
Customer Images and Videos
Filter Reviews
Rating
Locale
9 to 29 of 32 Reviews
9 – 29 of 32 Reviews
Most Recent
5 out of 5 stars.
HITCHCOCK BLONDE IN A BOTTLE. YOU WILL LOVE HER!
2 years ago
After many attempts trying to find the right ultra light ash blonde color for my light blonde hair, I have found her! The results are fabulous! She lifted my root area, coloredmy grays, and gave me the HITCHCOCK BLONDE I desired! This is AMAZINGLY FANTASTIC color! The only problem has been to find her in stock. I will stock up. *Please revise your product description as well to NOT SAY not foruse on previously lightened hair. I have used LB01 NATURAL (HIGH LIFT) ASH BLONDE for years. I love this so much more! No yellow! Yes!
Originally posted on lorealparisusa.com
Response from lorealparisusa.com:
2 years ago
Consumer Care Center
Hi Blonde2B! Thanks for reaching out to us with your comments regarding Preference Cool Blonde Haircolor. We're thrilled to hear you had such great results and will share them with our teams.
2 out of 5 stars.
Orange roots
2 years ago
I used the extra light Ash blond..my roots are orange. They were brown with ends blonde. Now have orange and blonde. I need to recolor fast how soon can I do it..help. I've been coloring my hair for 50 years never had this happen before
Originally posted on lorealparisusa.com
Response from lorealparisusa.com:
2 years ago
Garnier
Hello, Thanks for sharing your experience regarding Superior Preference Cool Blonde Hair Color. We would like to help! Please call L'Oréal @ 800-631-7358 and provide reference # 29638362. We look forward to your call!
5 out of 5 stars.
Natural and flattering
2 years ago
Very good experience. Covered my gray and evened out my reddish tips. Left my hair soft and in very good condition after I used the purple conditioner. I have cool ash toned hair and this box is the most natural looking off the shelf colour I’ve ever used. Will buy again.
Originally posted on lorealparisusa.com
Response from lorealparisusa.com:
2 years ago
L'Oreal Paris Customer Care
Hi camidumas! We appreciate you taking the time to reach out and share your experience after using Superior Preference Cool Supreme, 7UA-Ultra Ash Dark Blonde. We are so happy to hear that it left you hair feeling soft, it covered, gave the ash tone you were looking for and it's natural looking! We love hearing from you! Please don't hesitate to reach out to us again if you ever need assistance or have more feedback to share.
To complete your beauty routine, we recommend pairing it with and trying out LeColor Gloss-Cool Blonde.
2 out of 5 stars.
Not impressed at all.
2 years ago
Comes out nothing like the shade lift on the box. Bought 9-1/2 A. Did not lighten but added a red tinge. No lift in color at all. Money well wasted.
Originally posted on lorealparisusa.com
Response from lorealparisusa.com:
2 years ago
ccc
Hi Marti3, We are sorry to hear about your experience using Superior-Preference-Cool-Blonde-Hair-Color. We would like to help! Please call L’Oréal @ 800-631-7358 and provide reference # 27861287. We look forward to your call!
1 out of 5 stars.
Absolutely Horrible. Defective product
2 years ago
This product is the opposite of what it promises. My hair is naturally dark ash blonde and this made the roots reddish. Absolute nightmare. Reading other reviews makes it clear that the ultra ash LOreal products are a total failure.
No, I do not recommend this product.
Helpful?
Quality of Product, 1.0 out of 5
Value of Product, 1.0 out of 5
Response from L'Oreal Paris Canada:
2 years ago
BEC
Hi,
We’re very sorry to learn of your experience and thank you for reaching out to us. Without speaking with you, it’s difficult to explain what may have happened. Please call our hair colour experts at 1 888 456-7325 so that we may try to rectify the situation.
5 out of 5 stars.
IT SAVED MY HAIR!
3 years ago
I was trying to grow my hair out grey but when I got it cut short, it revealed that it was dark in back, white at the temples, & salt & pepper everywhere else, with brassy streaks where I had it highlighted. I used 8ua in the hopes that it would even out the color & tone down the brassy (almost orange) streaks. It worked! My hair is now dark blonde (my natural dark brown shows through) and the brassiness disappeared.
I can't thank you enough!
Yes, I recommend this product.
Helpful?
Quality of Product, 5.0 out of 5
Value of Product, 5.0 out of 5
2 out of 5 stars.
Be careful of the purple conditioner!
3 years ago
I couldn’t get the tube of conditioner open, and it made a big mess. Next time I will wash and condition my hair in the laundry tub.
Also, it stained my shower.
Originally posted on lorealparisusa.com
Response from lorealparisusa.com:
3 years ago
Consumer Care Center
Hi Jean F. Thank you for reaching out to L'Oreal regarding the Preference Haircolor. We are sorry to hear it was difficult to open the tube of conditioner and that it stained your shower. We’d like to help! Please call us at 800-631-7358, M-F, 9am-5:30pm, ET and provide us with your reference #26089360. Looking forward to hearing from you!
1 out of 5 stars.
Something wrong with the product
3 years ago
I've used this brand FOREVER!! Mixed the solutions, Water consistency. Applied cuz everything was set up to go. After the waiting time... it couldn't lather up to rinse out. Now my hair is weird and unevenly colored. Something was obviously wrong the contents of the box. Not sure how long to wait to try to fix my hair now.
No, I do not recommend this product.
Helpful?
Quality of Product, 1.0 out of 5
Value of Product, 1.0 out of 5
Response from L'Oreal Paris Canada:
3 years ago
BCC
Hi,
We’re very sorry to learn of your experience and thank you for reaching out to us. Without speaking with you, it’s difficult to explain what may have happened. Please call our hair colour experts at 1 888 456-7325 so that we may try to rectify the situation.
3 out of 5 stars.
Darker than expected
3 years ago
Pretty color but much darker than on the box. Wish there was a light ash blonde though. The ultra light is too light for winter if that one matches the color on the box
Originally posted on lorealparisusa.com
Response from lorealparisusa.com:
3 years ago
ccc
Hi Deeshiva, We understand that choosing the right shade can be difficult. Our Excellence Creme formula does offer lighter levels of color. We will be passing your comments along. Thanks for your interest in L'Oréal!
1 out of 5 stars.
Made hair dark
3 years ago
Definitely not what it pictured on box. Started off with light blonde hair wanting a medium blonde color expecting it to look like the image on the box, and it turned my hair is now a brown color. Very disappointed and not sure how to fix this mess
No, I do not recommend this product.
Helpful?
Quality of Product, 1.0 out of 5
Value of Product, 2.0 out of 5
Response from L'Oreal Paris Canada:
3 years ago
BCC
Hi,
We’re very sorry to learn of your experience and thank you for reaching out to us. Without speaking with you, it’s difficult to explain what may have happened. Please call our hair colour experts at 1 888 456-7325 so that we may try to rectify the situation.
1 out of 5 stars.
Dark Red
3 years ago
I used Preference 6.5G lightest golden brown many times and it always went on as a light beige color. This time it was dark red. I rinsed my hair and threw it out before it turned my hair bright red.
Originally posted on lorealparisusa.com
Response from lorealparisusa.com:
3 years ago
LeCare
Hi Danska! We are sorry to hear about the experience you had with Superior Preference, 6.5G-Lightest Golden Brown. We would like to speak with you directly about it. Please give us a call at 1-800-631-7358, M-F, 9-5:30, ET. Please provide reference #23826430. Looking forward to speaking with you. It would be helpful if you could have the product box available when you call.
2 out of 5 stars.
Never agiain
3 years ago
This is the worst hair color I have tried. While it covered my grey roots, my roots now feel very oily. In the past week I have shampoo'd my hair 4 times and still feels oily. The conditioner that is provided made my hair very brittle and breakable.
I will go back to my Schwarzkopf Keratin
Originally posted on lorealparisusa.com
Response from lorealparisusa.com:
3 years ago
Consumer Care Center
Hi jld1. Thank you for reaching out to L'Oreal regarding the Preference Haircolor.. We are sorry your results were not what you were expecting. We’d like to help! Please call us at 800-631-7358, M-F, 9am-5:30pm, ET and provide us with your reference #23585554. Looking forward to hearing from you!
3 out of 5 stars.
Wrong color in the bottle!!
3 years ago
[This review was collected as part of a promotion.] I've used Superior Preference 7 1/2 A Medium Ash Blonde for over 20 years. When I mixed the color today, it was red, not the usual ashy blonde I've used a million times. Something was definitely mixed up in the bottling. Not even close. Needless to say I couldn't use it, I don't want red!
Originally posted on lorealparisusa.com
Response from lorealparisusa.com:
3 years ago
L'Oreal
Hi Rabittm We are sorry to hear about the experience you had with L'Oreal Superior Preference Hair Color. Please contact us directly at 1-800-631-7358 M-F 9am to 5:30pm EST and use reference #23398655.
5 out of 5 stars.
SUPERIOR PREFERENCE Cool Blonde Fade-Defying Shine
3 years ago
[This review was collected as part of a promotion.] I Need 200 Million Boxes of SUPERIOR PREFERENCE
Cool Blonde Fade-Defying Shine Permanent Hair Color One of My Favorite Choices Are 10UA ULTRA ASH VERY LIGHT BLONDE!!!!!!
Originally posted on lorealparisusa.com
Response from lorealparisusa.com:
3 years ago
L'Oreal Consumer Care
Hello Lynette1983! We appreciate your interest in the SUPERIOR PREFERENCE Cool Blonde Permanent Hair Color shade (10UA - Ultra Ash Very Light Blonde). We are so glad to hear this is one of your favorite shades. Our products are available in-store and online at mass market retailers, drugstores, and supermarkets. You may wish to click the BUY Online to purchase. Thanks so much for choosing L'Oreal!
2 out of 5 stars.
Didn’t try any other color the last three times. J
3 years ago
It made my hair look gray where it is lighter blonde. Not sure the correct time to leave on because it says let on 5 extra mins for coverage of gray. Liked it before the change.
Originally posted on lorealparisusa.com
Response from lorealparisusa.com:
3 years ago
Consumer Care Center
Hi Diane. Thank you for reaching out to L'Oreal regarding the Superior Preference Cool Blondes Haircolor. We are sorry your results were not what you were expecting. We’d like to help! Please call us at 800-631-7358, M-F, 9am-5:30pm, ET and provide us with your reference #23103534. Looking forward to hearing from you!
1 out of 5 stars.
So brassy and brown
3 years ago
I’ve been box dying my hair forever so I know I can’t ever expect to achieve the same level as the side of the box for my starting colour.
But… I haven’t coloured my hair in over a year so the light to medium brown colour I had was all mine.
I thought I would at least get close as it is my natural colour.
Nope! It is a tad lighter but ridiculously brassy - even after using the conditioner. It looks like I sprayed “sun-in” and left it at that.
To say I’m disappointed is an understatement.
Can’t wait to see how much it’s going to cost me to fix it :/
No, I do not recommend this product.
Helpful?
Quality of Product, 1.0 out of 5
Value of Product, 1.0 out of 5
1 out of 5 stars.
Not a good product
3 years ago
Medium blonde ashy hair is my natural color. Wanted to go lighter. Left this product on for 25 minutes as suggested in box - no change to my
Hair color. Left it another 10 to be safe - still absolutely no difference. Rinsed it and am just so disappointed that I spent money on something that produced no change.
Originally posted on lorealparisusa.com
1 out of 5 stars.
Made no difference on dirty blonde/light brown
3 years ago
I tried this (superior pref. 8UA) on a lock of my virgin dishwater blonde/light brown hair and was surprised to find almost no lift at all, when the shade guide on the box was a pretty good match for my colour. Wasn't worth the money.
No, I do not recommend this product.
Helpful?
Quality of Product, 1.0 out of 5
Value of Product, 1.0 out of 5
Response from L'Oreal Paris Canada:
3 years ago
Customer Care
Hi there – We’re sorry to learn that you didn’t have a positive experience with your hair colour. For personalized advice, please e-mail our Hair Colour Experts at [email protected]. We look forward to helping you.
5 out of 5 stars.
Ease of use
4 years ago
I have used your products since they came out. I am 70 years old. I decided to let my hair go naturally grey, salt & pepper. My husband hated it. Well I went back to Loreal and with this wonderful cool tone I am a beautiful blonde & my main squeeze of 45 years loves it. Thanks Loreal.
Originally posted on lorealparisusa.com
1 out of 5 stars.
“Medium blonde” turns blonde hair dark
4 years ago
Started off with light blonde hair wanting just an ashier shade, used the medium blonde color expecting it to look like the image on the box, and it turned my hair an ash brown color. I’m very disappointed
Originally posted on lorealparisusa.com
Response from lorealparisusa.com:
4 years ago
Consumer Care Center
Hi Hannah! Thanks for reaching out to us regarding Preference Haircolor in shade 8UA. We can understand how upsetting it is to try a new haircolor and be disappointed with the results. We're sorry to hear that it made your hair dark and want to help. Please call us at: 1.800.631.7358, M-F,9A-5:30P, ET. Give Ref#21881392 when calling. We look forward to hearing from you.
5 out of 5 stars.
Finally True Ash
4 years ago
I have tried every shade of L’Oréal from 6.5A to 9.5A… whether I was trying to match my own color, or go lighter or whatever… my hair always pulled too much warmth (orange copper brassy). Finally these new Ultra Ash colors really do what they say. UA8 Medium Ash Blonde matches my naturally dark blonde hair and completely covered my gray. I’ve read some people say this shade is “too dark”. For me, it’s great. And I’m sure it lightens with washings, but you could also add a few highlights for a blonder effect. Although it’s called “Medium Blonde”, just know that the result will be a “dark blonde”, and a gorgeous shade of dark blonde! Most important thing is the Ash is truly Ash. I love it. I will absolutely be continuing with this shade! It’s gorgeous!
Originally posted on lorealparisusa.com
3 Ratings-Only Reviews
9 – 29 of 32 Reviews
