Inoa – New Ammonia-Free Color by L’Oréal

Last week L’Oréal Professionnel revealed a new product that will, according to the company, revolutionize the salon hair coloring industry.

Inoa, short of Innovation No Ammonia, is discovered after years of research. The treatment will color uniformly and leave hair soft, shiny and silky.

Inoa “lifts color up to three levels, covers gray and has true-to-tone color results”. There is no odor or any discomforts usually associated with ammonia application, such as a burning, itchy scalp.

It is a three-step mixing process where oleogel, color concentrate and a cream developer with dual conditioning agent are mixed.

In the beginning, Inoa will be offered in 50 shades.

The price of the product is not revealed but it will cost 10% more than traditional salon treatments.

Inoa will debut in Europe at the end of September and in the U.S. and Canada in January.

Source: www.wwd.com

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