February 15, 2010

L'Oréal Professionnel introduces INOA - the haircolour of the future - today!

Still on the party circuit, Christelle and I took ourselves down to Cheval in the entertainment district of Toronto for a L'Oréal Professionnel red carpet event to launch their innovative salon haircolour - INOA!  We were greeted by delicious electric green drinks and an excited crowd.  After watching Christelle eat her weight in cured ham (which was very worrying as the ham was served on very sharp sticks and she was already well into her first litre of electric green drinks) and drip dipping sauce all over the floor and her person it was time for the presentation!

Now I am a long time hair colourer so I have pretty strong opinions about the process.  The things I don't like about haircolour are the same for at home colour as well as the salon:  it burns, it smells, the colour fades too fast and my hair looks damaged afterwards.

L'Oréal's INOA has addressed all of my concerns.  In permanent haircolour, ammonia has always been the ingredient of choice but INOA contains no ammonia.  Instead they have created a system rich in oil, used for the first time in haircolour.  It maximizes the efficiency of active colouring ingredients, including the alkaline agent, by boosting them into the heart of the hair, for greater respect of the hair fibre and unprecedented colour results.  This makes it possible to use an alkaline agent other than ammonia, providing it with lightening properties and no smell!

So let's recap: ammonia-free, odourless INOA will lighten your hair up to 3 levels, darken hair and perfectly cover grey, while respecting the scalp and the hair fibre.

At this time there are 50 shades available including 10 natural basic shades, 6 golden shades, 10 brown shades, 12 copper and red shades, 9 beige shades and 3 ash shades.

Next step of course is to get myself to a L'Oréal Professionnel salon and try this stuff out for myself.  I will let you know how that goes!  If you want to give it a try and are looking for a L'Oréal salon you can go here to find one near you.

- Lisamarie -

1 comment:

  1. Great! I used new haircare products from biogenolby Framesi. It helps to protect our color treated hair.


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