Daily delight: the much anticipated INOA

Towards the middle of last week I heard some pretty exciting news, which I have to admit is rare in the beauty world. It seems like every day we hear about a new “must have/can’t live without” product promising a million and one things, but only every so often do I get seriously excited about something new that is set to change the way we look at beauty, and the that way we achieve it. That thing is INOA, a new revolutionary hair colour product from those giants of the industry, L’Oreal Professionel. INOA – short for Innovation No Ammonia – is a hair colour that has been called “hot, not harsh”, and is set to finally make ammonia-free formulas mainstream. I trialled several ammonia-free hair colour formulas when I was pregnant with my son Wolf, and though they looked great from the get go (and set my mind at ease), the colour faded fast. Apparently not so with INOA, which is set to leave the competition eating dust and see a high percentage of hair colour clients convert to its new way of thinking. The upper management at L’Oreal Professionnel have reportedly said that INOA is to normal permanent hair color “what the Iphone is to early archaic cell phones”; if that gives you any idea of what the buzz is on this new colour line. After 15 years of research and development and 14 patents later, L’Oreal Professionnel is finally ready to launch INOA to the Beauty Industry at large, and I for one am seriously excited about the possibilities. The difference between this colour line and everything other colour line? You name it: ammonia-free, no odor, no itching/uncomfortable scalp, no color staining on the skin after application, no fade-age from salon visit to salon visit, 100 per cent gray coverage and most importantly, the hair is in excellent condition - if not better than before the hair was coloured. Ever. That’s a big claim and one that seems to be proving true. I’ll be trying INOA out myself in a few weeks and can’t wait to see the results.