MANILA, Philippines - The truth is, ammonia on its own is not always harmful. Because of its strong odor, however, it renders the hair coloring experience unpleasant, even painful for some, causing a stinging, itching sensation that will not go away until the product is rinsed.
It can also cause undue panic to the hair color novice, who will have the tendency to ask her stylist to wash the treatment off before the hair actually has a chance to absorb it.
L’Oreal’s new INOA hair coloring system, uses a breakthrough technology called ODS or oil-delivery system, which changes the hair coloring experience entirely. Short for Innovation NO Ammonia, L’Oreal’s INOA uses an oil-based hair color that is able to push the active ingredients into the hair more efficiently, without the use of ammonia.
In traditional hair color, which is water-based, water is present both inside and outside the hair, causing only some of the active ingredients to flow into the hair strand while others remain outside the hair. With oil-based INOA, active ingredients are pushed by the oil into the hair where water would be present, since oil and water don’t mix. No active ingredients are wasted and the color system is maximized, thanks to the dynamics of oil and water.
This allows INOA to replace ammonia with another alkaline agent that doesn’t cause
stinging on the scalp or have a pungent smell. INOA is also formulated with a number of caring properties that makes the scalp comfortable during the hair coloring process and provides respect for the hair fiber. Hence, the hair’s condition is preserved, even after multiple colorations. Now salon clients don’t have to worry that coloring their hair may cause damage.
The most important thing of course, is the end result – INOA offers infinite color power and gives hair a sublime shine. While other ammonia-free hair color products don’t provide a visible color lift, INOA colors effectively and promises up to 100% white hair coverage – with optimum respect for the hair fiber. Of the 44 predictable, true-neutralizing cool shades and vibrant warm
shades available in the INOA range, four are specifically developed for Asian hair. Ask your L’Oreal Professionnel salon stylist about INOA.