Stylists and clients agree: having great haircolor is fabulous. But getting great haircolor… let's just say we endure what we must for beauty's sake. Until now. L’Oréal Professionnel has just unveiled a line that makes the experience of coloring your hair a sense-appeasing experience.
INOA is the new permanent color line by L’Oréal Professionnel with ODS, Oil Delivery System technology. Not only does INOA lift up to three levels and offers up to 100% gray coverage, it leaves hair as smooth as before color was applied.* And because it's ammonia-free, INOA does it all without odor, watery eyes or scalp irritation.
All together now: aaaahhhhhhh.
Formulated for success
INOA stands for "Innovation, NO Ammonia." The technology is unique: ODS is a breakthough oil-based delivery system that maximizes the effectiveness of the permanent haircolor process. "INOA's unique formulation with oil delivery system transcends into beautiful color with supreme respect for the hair and uncompromised comfort", says L’Oréal Professionnel Vice President of Marketing, Paul Schiraldi. INOA respects the essential amino acids and lipid balance of natural hair. Schiraldi adds that L’Oréal Professionnel has undertaken extensive testing to validate these claims: laboratory results have shown that after nine applications of INOA, hair remains as smooth as before color was applied.*
But the real proof is in the salon. Between October 2009 and April 2010, L’Oréal Professionnel placed INOA in 200 preview salons around the country, providing training and support to salon staff. The response, says Schiraldi, was overwhelming.
"You can't beat the performance!" says Johnathan Gale of John Frieda Salon, Los Angeles. "It really improves texture and heals damaged hair – it lasts, it shines and it’s a pleasure to use. Run to it – don’t walk."
"We are seeing
an increase in business.
I even had a client
fly in just for INOA because it is the only haircolor that hasn't irritated
her scalp."
Jet Rhys,
Owner, Jet Rhys Salon
Jet Rhys of Jet Rhys Salon in San Diego, CA, says INOA created a real buzz among her clientele. “We are seeing an increase in business. I even had a client fly in just for INOA because it is the only haircolor that hasn’t irritated her scalp.”
Taking it to the streets
L’Oréal Professionnel is spreading the word directly to clients, supporting the INOA launch with a media blitz. They staged a press event for 60 editors across a variety of media, and have committed to an aggressive consumer advertising campaign. Key partnerships with Vogue and Allure will fuel the fires of public interest.
Within the industry, L’Oréal Professionnel's support lives up to the legendary reputation of this most venerated brand. Preview Salons who have been through the hands-on training and INOA Certification Program rave about the quality of education and ease of transition to the new line, while introductory promotions make it easy for salons to get on board.
With "Innovation, no ammonia", – training and support, L’Oréal Professionnel is making sure that clients, stylists and salons will all share the sweet smell of success.
Product Profile from SalonCentric Magazine, Issue 3
