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Breaking News from Paris: L'Oréal Professionnel's Color Breakthrough

Laurel Nelson | July 10, 2011 | 8:11 PM
Today in Paris, L'Oréal announced it's newest innovation—INOA. This line with no ammonia and no odor is a three-step mixing process. The colorist mixes oleogel, color concentrate and a cream developer with dual conditioning agent. The very high quantity of oil in the oleogel forces the coloring agent into the hair and makes the product mix together very quickly and easily.

The 50 shades in the line are ultra precise, completely predictable and cover gray 100%.

"For L'Oréal, color is our raison d'etre," said Christopher Leguay, L'Oréal Professionnel International Managing Director. "Innovation in coloring is at the heart of our business."

The system, which features 20- and 40-volume developers also comes with a unique measuring device to measure product.

Check back at modernsalon.com for more information in the coming days and weeks!


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