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
1205755 – COLOUR GEL / GEL COULEUR : AQUA•TRIDECETH-2 CARBOXAMIDE MEA•PROPYLENE GLYCOL•HEXYLENE GLYCOL•PEG-2 OLEAMINE•POLYGLYCERYL-4 OLEYL
ETHER•OLEYL ALCOHOL•ALCOHOL DENAT.•POLYGLYCERYL-2 OLEYL ETHER•AMMONIUM HYDROXIDE•OLEIC ACID•SODIUM DIETHYLAMINOPROPYL
COCOASPARTAMIDE•2,4-DIAMINOPHENOXYETHANOL HCL•m-AMINOPHENOL
•SODIUM METABISULFITE•HYDROXYPROPYL BIS(N-HYDROXYETHYL-P-PHENYLENEDIAMINE) HCL•EUGENOL•AMMONIUM
ACETATE•LINALOOL•p-PHENYLENEDIAMINE•ALPHA-ISOMETHYL IONONE•RESORCINOL•EDTA•CITRONELLOL•ERYTHORBIC ACID•PARFUM (FIL C235072/1)
1152439 – COLOUR OPTIMIZING CRÈME / CRÈME OPTIMISANTE COULEUR : AQUA•HYDROGEN PEROXIDE•CETEARYL ALCOHOL•SODIUM SALICYLATE•TRIDECETH-2
CARBOXAMIDE MEA•PHOSPHORIC ACID•CETEARETH-25•TETRASODIUM ETIDRONATE•TETRASODIUM PYROPHOSPHATE•GLYCERIN (FIL C207711/3)
1087166K – CARE SUPRÊME CONDITIONER / REVITALISANT CARE SUPRÊME : AQUA•CETEARYL ALCOHOL•GLYCERIN•BEHENTRIMONIUM CHLORIDE•CANDELILLA
CERA•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 SEED OIL•LINALOOL•BENZYL ALCOHOL•BENZYL BENZOATE•PHOSPHORIC
ACID•GERANIOL•DISODIUM COCOAMPHODIPROPIONATE•CETRIMONIUM CHLORIDE•BUTYLPHENYL METHYLPROPIONAL•CITRONELLOL•HEXYL CINNAMAL•AMYL
CINNAMAL•PARFUM (FIL C203213/1)
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, 4.5 out of 5
Value of Product, 4.4 out of 5
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1 to 8 of 902 Reviews
1 – 8 of 902 Reviews
Most Recent
1 out of 5 stars.
do you make it anymore
2 months ago
I use preference 10NB.. I cannot tell if you make it anymore.. And if the formula is changed, there is no reason for me to continue using it because ... you don't make it anymore.
No, I do not recommend this product.
Originally posted on Superior Preference 3 Dark Brown
Helpful?
Quality of Product, 1.0 out of 5
Value of Product, 1.0 out of 5
Response from L'Oreal Paris Canada:
2 months ago
BEC
Thank you for your review on our Superior Preference 3 Dark Brown. The shade L’Oreal ParisSuperior Preference - 10NB Ultra Natural Blonde is still available and not discontinued, it now has 25% vol developer and upgraded formula. If you would like assistance in finding your perfect shade, please visit our website and chat with a Hair Specialist for immediate assistance. We look forward to hearing from you.
1 out of 5 stars.
Inferior Product
3 months ago
I have always been a big fan of Superior Preference by L’Oréal. I used the shade 111 very light beige blonde for well over 15 years. I always received compliments and many believed it was my natural colour ( including professional colourists) When it was discontinued, I consulted L’Oréal and was told to mix 10 and 19 to achieve ( half of each) similar results. The results have not been similar, at all. Very ashy and too dark. I’d also like to add that the new formula was very hard on my scalp. I have never had problems with the old formula. Also, I find that the colour has faded almost on a daily basis. I never had this problem with the old formula.This was not a cheap fix for me. I had to purchase two boxes of colour and now the rest will be disposed of because it is not a suitable product. I would not recommend purchasing Superior Preference.
Originally posted on Superior Preference 10 Very Light Blonde
Helpful?
Response from L'Oreal Paris Canada:
3 months ago
BEC
We are sorry that the Superior Preference, 10 Very Light 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.
1 out of 5 stars.
Do not use colour # 17 dark ash blonde
5 months ago
I purchased two boxes of L'Oreal Superior Preference colour 17 ( dark ash blonde) in October 2025 at Walmart for my mother. In October I applied the colour. To my surprise the colour came out with a purple tinge. At first I though maybe we left the dye too long before washing her hair. I coloured her hair again a few days ago and the same thing happened. The colour came out with a purple tinge. I believe there is something wrong the the lot #70Z506. Do not use this product.
Originally posted on Superior Preference 3 Dark Brown
Helpful?
Response from L'Oreal Paris Canada:
5 months ago
BEC
We are sorry that the Superior Preference,3 Dark Brown 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.
2 out of 5 stars.
Great brand, defective colour?
5 months ago
I bought this 2 weeks ago, and it is already fading from my natural light blonde hair. I use this brand exclusively and used the red in the summer and no issues. I wanted a change for winter but didn't get what I expected. . disappointed.
Originally posted on Superior Preference 6 Light Brown
Helpful?
Quality of Product, 5.0 out of 5
Value of Product, 5.0 out of 5
Response from L'Oreal Paris Canada:
5 months ago
BEC
We are sorry that the Superior Preference, 6 Light Brown 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.
1 out of 5 stars.
This updated formula has totally destroyed my hair
6 months ago
I'veBeenUsing LB02every6WeeksFor1yAfterLB12hasGone
No, I do not recommend this product.
Originally posted on Superior Preference LB02 Ultra Light Natural Blonde
Helpful?
Quality of Product, 1.0 out of 5
Value of Product, 1.0 out of 5
Response from L'Oreal Paris Canada:
6 months ago
BEC
We are sorry that the Superior Preference LB02 Ultra Light Natural 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.
1 out of 5 stars.
#50 Santorini natural brown
8 months ago
The "new and improved" #50 Brown is different shade as the original # 50 Santorini natural brown.
The " new and improved" looks like a boring, light brown (??). Not really brown...hmm?.. maybe "pumpkin brown" ?
How can I get the same shade as the original #50 Santorini brown"? It was a very nice rich brown.
Should I keep the dye on my hair longer? Unfortunately, I have 3 boxes of " new and improved' :(
Thanks.
Ibi
Originally posted on Superior Preference 50 Neutral Brown
Helpful?
Response from L'Oreal Paris Canada:
8 months ago
BEC
Thank you for sharing your experience on our Superior Preference 50 Neutral Brown. We understand how frustrating it is when a color result is not as expected and apologize for any inconvenience. We have documented your experience, and we are passing along your comments to our team. We can suggest trying a shade darker as the developers are 25% vol and would suggest the shade Superior Preference - 15 Antigua Medium Ash Brown. Should you prefer, you may chat with one of our Hair Care Experts on our website at your convenience so they can assist you further. We are available Monday to Friday from 10 AM to 5 PM EST and Saturday and Sunday from 12PM -8PM. Looking forward to assisting you!
1 out of 5 stars.
Do not use medium ash brown!
9 months ago
I have always used ash brown colors because of having a slight red undertone to my hair. My regular hair dye changed formula so I gave this one a try...boy was that a mistake!
I colored my hair like normal- yes my mistake not doing a test first. But my hair came out BLACK with red. I broke down in tears!!
This color went waaaaay to dark on my light brown hair. Plus the fact that it had red undertone is brutal! This is supposed to be an ash color and its anything but!
Do not use this color if you actually like your hair!
No, I do not recommend this product.
Originally posted on Superior Preference 15 Medium Ash Brown
Helpful?
Quality of Product, 1.0 out of 5
Value of Product, 1.0 out of 5
Response from L'Oreal Paris Canada:
9 months ago
BEC
We are sorry that the Superior Preference - 15 Medium Ash Brown 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.
Brasilia a changé de couleur
10 months ago
La couleur Brasilia (Superior Preference 3 Dark Brown) a changé. Elle n'est plus la même couleur qu'avant, plus pâle et roux plutôt qu'un brun neutre. De plus, la texture est bizarre, plus moussante. Étrange. Bref, je suis déçue. Il manque une couleur entre Dark Brown et la série de noir, faudrait la créer.
Translate with GoogleOriginally posted on Superior Preference 3 Dark Brown
Helpful?
Quality of Product, 2.0 out of 5
Value of Product, 2.0 out of 5
Response from L'Oreal Paris Canada:
10 months ago
BEC
Nous comprenons à quel point il peut être frustrant d'obtenir un résultat de couleur qui ne correspond pas à vos attentes et nous vous prions de bien vouloir nous excuser pour tout désagrément. Nous avons documenté votre expérience et nous transmettons vos commentaires à notre équipe. Puis-nous suggérer la nuance Superior Préférence 3N Châtain Noir (Brun-Noir). Nous vous invitons à contacter l'un de nos Experts en Soins Capillaires à votre convenance afin qu'ils puissent vous aider davantage. Vous pouvez nous contacter au : 1-888-4-LOREAL (1-888-456-7325). Nous sommes disponibles du lundi au vendredi de 9h à 17h EST.
1 – 8 of 902 Reviews
