INOA

So there's a new hair color line by Loreal called INOA, let me tell you, this color is everything it claims to be. INOA stands for Innovation, no ammonia. NO AMMONIA! This means that all the burning, itching, irritation, damage, and smell that comes along with most hair color is NOT found in INOA.

Now the question on everyone's lips has to be "yeah, but does it really work?"

Yes, it does. I know this because the salon I work for was one of the maiden voyage salons that got to learn and test this color out before it really got released. I mean, there are even a bunch of celebrities that are completely backing this color and using it themselves. There are beautiful blonde shades that Gwen Stefani has been sporting..

Brunette/carmel shades that suit a lovely nubian princess like Beyonce, which may be why she's one of the new voices of Loreal. She's down with INOA, and Beyonce is Oprah-rich, she could get anything done to her hair and she chose this color line..you know it's good:

There are even rich, beautiful, fiery shades that cater to the funkier in the bunch. It's very hard to find permanent hair color that can actually deliver with the "special effect" colors. INOA delivers, over and over.

So now that I've told you who's wearing it and showed you the glorious results it gives, I'll give you a little information on how it works...I won't go too into detail because I don't want to bore you:

INOA works with an oil delivery system, which basically means that oil takes the place of the ammonia in traditional permanent haircolor. Usually ammonia opens up your hair cuticle enough to let the colorants penetrate the cuticle and find their home inside the hair fiber. This leads to the rough, damaged, dull-looking hair that people hate. Whereas INOA replaces ammonia with monoethanolamine, and then adds an oil-based gel that replicates the natural essential oils in the hair. Just as the hairs own oils penetrate the hair shaft, so does the gel in L’Oreal INOA, allowing the dye to be deposited. This leaves the hair shiny, soft, and conditioned in a way that I've never seen any other haircolor do for my clients. I suggest you see a loreal professional salon and try the new color line out. The possibilites are endless and the sky's the limit when there's INOA irritation for scalps and a huge color selection with shiny, healthy, gorgeous results!