Innovative No Ammonia : It Can Only Be L’oreal Professionnel INOA

L’oreal Professionnel launched INOA (Innovative No Ammonia) in 2009 which ended a long tradition of ammonia hair colour services, overturning hairdressing habits and practices of old. In the space of 2 years since then, more than 50 million INOA hair colour services have been applied worldwide.

Building on that success, L’oreal Professionnel takes research a step forward and introduced INOA second generation this year. INOA second generation is described as a technological breakthrough with improved benefits : easier to use, faster and more customizable for professionals.

While other leading hair colour brands rely on ammonia enriched water based formulas, INOA completely reinvents the hair colour process thanks to ODS² (Oil Delivery System). ODS² is a revolutionary new technology that harnesses the power of oil to maximize colour performance using minimal concentrations of MEA, an alternative alkaline agent to ammonia.

INOA’s Oil Delivery System amplifies the penetration of the colour agents into the hair and preserves the hair’s lipid protection post-application. INOA maximizes the colouring action without any odor or ammonia. It promises 6 weeks of intense hydration and nutrition based on instrumental tests.

As part of L’oreal Professionnel’s introduction of INOA second generation to the media, I was part of a group of lucky ladies who were invited to try the new innovative colour at Shawn Cutler, Jalan Telawi 2, Bangsar Baru. Each of us got to pick a colour of our choice from the colour sample book.

As I’m not partial to browns, I chose the brightest shade of mahogany (bottom row, extreme left), Experience tells me that just because it looks vibrant and bright in the sample book doesn’t necessarily mean it’ll translate to that exact shade when applied. It’s usually be 1 -2 shades darker than the sample unless I’ve got my hair bleached which I wouldn’t be prepared to do.

It is a relief to have hair colouring without ammonia or odor as the majority of hair colouring I’ve tried in the past have an awfully strong and pungent ammonia odor which while barely tolerable to me, must be much worse for the hair stylist. Even if some of them may be somewhat immune to it, it has to be detrimental to their health in the long run.

During the colouring process, Mavis (my stylist) explained that INOA second generation was much better than its predecessor because   it was much easier to apply second generation – she didn’t have to press the colour into the hair as hard as the first generation colour. Furthermore, there was no longer any need to add in the olio gel which is the oil delivery system as in the second generation, the olio gel has been incorporated into the colour itself, hence it saves a lot of time now.

Indeed, it was a very comfortable 2 hours as I felt like I was receiving a hair treatment instead of hair colour. With absolutely no ammonia smell, it was quite relaxing and there was no stinging on my scalp. This was the best hair colour process by far.

When the entire process was completed, I could see that my hair had a lot more shine and it was so smooth compared to before the colouring process. Although colouring with INOA is pricier than the conventional colour, this may just be worth it especially when you consider the lack of unpleasant ammonia odor and hydration hair receives for up to 6 weeks.

The shades available from INOA range from coppers, mahoganies, warm browns, cool browns, metallic, ash, burgundies, golds to natural basics so whether you want to keep it looking natural or you want to add vibrancy to your hair colour, there’s definitely something for you in the INOA range. Best of all, I don’t have unsightly white hair any more, at least not until the regrowth shows.

With Shawn Loong & Mavis Ang

INOACOLOR Care System

L’oreal Professionnel has also developed a system to provide more nutrition to coloured hair and extend the intensity and shine of INOA colour – INOACOLOR Care System (Shampoo. Conditioner, Masque). The key ingredients in the products are:-

• Argan Oil to offer lipid replenishment to hair
• Green tea extracts to protect the outer layer of INOA coloured hair

Reviews on the products coming up give or take a couple of weeks.

Shawn Cutler Salon has been located at Bangsar for the past 5 years, previously next to La Bodega and now located at 28 & 28-1 Jalan Telawi 2, Bangsar Baru, Kuala Lumpur (03-2284 6326). INOA is available at all L’oreal Professionnel Salons.