DYE HARD
A new hair color system that breaks all the rules.
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
Visit inoa-us.com for a list of salons and—yes—more details on the science behind it.
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
Visit inoa-us.com for a list of salons and—yes—more details on the science behind it.
This story was published on January 28, 2010.
CONTENT RATING:
( 8 )
( 8 )
Marissa
01/28/2010
sounds amazing!
Audrey
01/29/2010
What? All it is is ammonia-free hair dye? There are tons of dyes out there that are ammonia free. This doesn't sound very revolutionary to me.
jenna
01/31/2010
Audrey: It sounds like there's more than just ammonia-free, but didn't want to go into the science of it. There are other ammonia free dyes but all the ones that I know of are semi-permanent meaning the color is not as rich and fades quicker than permanent dyes.
I am personally impressed.
Sandraloing23
02/04/2010
Love it. attractive. I would introduce my gf of ---BiMingle .c ome--try it. It will be cool since she loves try new things.
megan
02/06/2010
organic color systems has had ammonia/paraben free permanent color for 15 years.
let's not applaud an industry giant for finally finding it financially viable to care about the health of its customers.
safe
02/09/2010
This color is not just amonia free it has a 100% color penetration for longer lasting life.
kat
02/10/2010
I work at a salon where we've been chosen to take the classes for this product- what's special about it is that its solution like oil and water- and the "oil" (pigment) gets forced into the hair cuticle by the "water" cus its got no where else to go. Its very exciting, and the colour is fabulous. I personally am sensitive to ammonia, so I'm really looking forward to this.
Insomnia Cures
04/11/2011
A very good and informative article indeed . It helps me a lot to enhance my knowledge, I really like the way the writer presented his views.
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