Blondes Have More Fun

Love it or hate it, we can’t escape from the fact that permanent hair dye damages the hair.  Ammonia, a chemical that has been used in colouring treatments for decades, is the main culprit. The smell seems noxious – it burns our noses when inhaled, and our scalps if left on too long.  The process dries out our tresses, too, and makes it more vulnerable to splitting. But those of us who do it regularly just plug our noses and bear it- another small price to pay for highlights or covering grey.

However, beauty editors and my stylists alike seem to sticking to their guns about L’Oreal’s INOA (short for Innovation No Ammonia) ammonia-free hair colour.  It’s been the hot topic of beauty magazines worldwide, and the darling of many a colour technician, but is by no means the first ammonia-free dye to be used in a salon. 

With ammonia-free products having been established for many years, it takes something revolutionary to create a buzz in the world of hair colour.  INOA created just that- it was the first 100% ammonia-free odourless permanent colorant with Oil Delivery System technology and is completely exclusive to L’Oréal salons. It heralded a change in modern hair colouring- from its advanced technology to its sensorial in-salon experience.

Until now, however, blondes haven't been having more fun, as ammonia has been a vital ingredient in achieving great high lift permanent colour results.  Yet, through months of intensive research, L'Oreal have created INOA Ultablond: the first ever high lift blonde ammonia-free hair colour designed to offer women the blonde they’ve been dreaming of.

This breakthrough formulation is called ODS2: an oil base that drives the colourant into the heart of the hair fibre without the need for ammonia and provides greater respect for the hair and greater scalp comfort.

After application, hair is left with a smooth finish, a softer touch and a radiant shine and even more importantly, protected.  With some hair colour, the more it is applied the more damage it can do to your hair if you don’t really look after it, but INOA helps to maintain the hair’s natural levels of essential amino acids and lipids which is, in simple terms, all the natural good stuff in your hair!

With many ammonia dyes, the range of colour is a legitimate difficulty in achieving a natural look and feel, since some colours contain more chemicals and are harder to sustain. Whilst many brands produce ammonia free dyes, they are offered in a severely limited number of colours, simply because they don’t hold to the hair.  Now featuring a portfolio of hues with the ability to lighten up to five levels, darken hair and perfectly cover 100% white hair, INOA offers intense colour results and the most true and predictable shades of any hair colouring. Never has our copper been so radiant, blonde so pure and brunette so rich.

From natural shades through to fashion colours including neutralising cool tones and vibrant, warm hues, INOA is worth trying, whatever your style. It can lighten up to give levels and promises perfect even coverage from root to tip, whether you want a full colour change; to cover your white hair; or to simply update your look.