Expert Advice

L’Oréal Professionnel launches hair color line

Maggie Mulhern | July 10, 2011 | 9:46 PM
L’Oréal Professionnel launches hair color line
Ted Gibson demonstrates INOA, a new hair color line from L'Oreal Professionnel, on a model at a press introduction in New York City.


The launch of INOA, the highly anticipated new hair color formulation and line from L'Oréal Professionnel. The press introduction and celebration was held last month at Cedar Lake Gallery in New York City.

THE DETAILS: The two-day event featured mini sessions to enlighten consumer and professional media. Editors were invited to meet with celebrity hair colorists and artists Ted Gibson, Jason Backe and Joel Warren in small groups for an intimate, hands-on experience. The grand finale party of almost 150 beauty industry elite was chock-full of hair color and hairstyle celebs including Rosanno Ferretti, Jet Rhys, Maxine and Jonathan Gale, among others.

WHAT IT IS: The name, derived from, "Innovation, No Ammonia," is the latest professional, permanent ammonia-free hair color to lighten and darken hair - offered in 49 shades. ODS (Oil Delivery System), the key feature of INOA, maximizes the effectiveness of coloring while maintaining the integrity of the hair. ODS provides twice as much lipid protection to hair allowing for a better-preserved hair fiber while reducing scalp discomfort.

PREVIEWED: Although not available to salons until May, 200 L'Oréal Professionnel salons around the United States were hand-picked to preview INOA in their salons. "It is definitely working on my clients," said Joel Warren, hair colorist and partner, Warren-Tricomi Salons. "It's amazing to work with a permanent hair color without ammonia that really delivers."

THE LAST WORD: "I have been in the beauty business for more than 17 years and have not seen a technological advancement that delivers amazing results as much as INOA," says Alejandro Lopez, vice president and general manager of L'Oréal Professionnel USA. "INOA has taken hair color to a whole new level and we are so excited to see it break through the market and make an impact in our salons and on all color clients!"

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