L'Oréal -- the beauty brand that built its name with its hair-coloring products a hundred years ago -- has launched a new hair colorant called INOA (standing for Innovation No Ammonia), designed as an alternative to the traditional ammonia-based products, which smell bad and sting the scalp.
(Relaxnews) -L'Oréal - the beauty brand that built its name with its hair-coloring products a hundred years ago - has launched a new hair colorant called INOA (standing for Innovation No Ammonia), designed as an alternative to the traditional ammonia-based products, which smell bad and sting the scalp.
The new hair coloring system - described by L'Oréal as a "revolution" and no less than the "iPhone of the hair color industry," made up of an oleo gel, a developer, and the actual hair color - is based on so-called ODS (Oil Delivery System) technology, which relies on oil instead of water to maximize the coloring's impact.
The result, according to the brand, is an odorless colorant with improved scalp comfort and softer texture of the hair, results that have been confirmed by the majority of testing salon owners in Europe and the US.
In addition, L'Oréal says this ammonia-free permanent colorant "lifts color up to three levels, covers gray and has true-to-tone color results."
INOA comes in 49 different colors and will be available at international L'Oréal Professionnel salons by May.
