L'Oréal Professionnel's new ammonia-free hair coloring system, INOA (Innovation No Ammonia). The advertorial, appearing in the December issue of the fashion and beauty bible, features top hairstylists and colorists including Oscar Blandi, Ted Gibson, Eva Scrivo, and Joel Warren, who are all now INOA converts.
"INOA is the evolution of hair color," says Scrivo. "It's healthier for the client, the hair color professional, and everyone else in the salon. It's ammonia free, doesn't smell, and has the ability to cover gray 100 percent. It's a luxurious, moisturizing experience because it has an oil-delivery system that does not swell the cuticle, like traditional color treatments."
Jason Backe, the star colorist at the Ted Gibson salon, loves how his clients have been reacting to INOA. "They didn't realize how uncomfortable traditional hair color was until they stop experiencing that tingly, itchy feeling," he says.
