There are some purchases—like cars, health care plans, and designer handbags—that can’t be made without knowing all the details. But for something like a new hair color routine, all you want to know is whether or not it will make your hair look good.
So instead of explaining the science behind why L’Oreal Professional’s new system, INOA, is revolutionary, here’s the bottom line:
Ammonia? Gone, along with the nasty smell and scalp sensitivity that comes with it. But rather than turning it into a demi-permanent shade, like most compound-less dyes, the brains behind the beauty brand figured out a way to make color stick.
The result is color that lasts, hair that actually feels healthy, and salon trip that couldn’t be easier. INOA doesn’t officially launch until May, but right now 200 spots, including the world’s first color atelier at Ted Gibson’s New York City salon (which opens today), are giving clients a sneak peek.
Whether or not we’re on the verge of a major hair care breakthrough remains to be seen. But let’s put it this way: Though I’m a hair dye-virgin, Ted Gibson has just about persuaded me to go Lucille Ball red, since I no longer need to worry about damaging my hair or messing with my curls. Now that’s revolutionary.
REBECCA WILLA DAVIS
for a list of salons and—yes—more details on the science behind it.