L’Oréal launches ‘INOA, ‘The Haircolor of Future in Pakistan’


L’Oréal Professionnel, the Parisian house of hairdressing, ushers in a new era of haircolor in Pakistan with the unveiling of INOA; a product of breakthrough technology that answers the unlimited color desires of today’s women in their constant quest for tailor made-color. Setting a new standard for haircolor in Pakistan, INOA captures unprecedented features: No Ammonia, Odor free and 100% coverage of white hair! A result of extreme research and development, INOA has won fourteen international awards and holds twenty two patents for its ground breaking technology.

L’Oréal Professionnel launched INOA in Pakistan with an exclusive hair show featuring Stacey Broughton, International Hairstylist from the UK, in Karachi on Monday 11th March at Avari Towers.

The evening began with a welcome note by Beauty Advisory Program Manager – L’Oréal Paris and Maybelline New York, Aale Mowjee who invited on-stage Managing Director, L’Oréal Pakistan Musharaf Hai who addressed the stylists, media and patrons in attendance focusing on the history of L’Oréal in Pakistan and the aim and vision to establish it as the leading beauty brand in the country.

This was followed by an introduction to the revolutionary INOA by Sadia Shah, General Manager, L’Oréal Professionnel Products Division followed by a technical presentations from Product Manager Products Division Sehrish Lalani, Education Manager and Educator Products Division TanzeelaHashwani.

This was followed by a hair show featuring six models as styled by the team at Peng’s Salon with hair-cuts by Stacey Broughton and Technical Consultant Shammal Qureshi and make-up by the team at Sabs Salon with a live introduction to each hair look as it happened by Sophie Abid, L’Oréal Zone Education Manager Middle East and Africa.

The evening was attended by industry stalwarts, fashion designers, stylists and media personalities he event was managed by the team at H&S Connect with Public Relations by Lotus.

While other leading haircolor brands rely on ammonia-enriched water based formulas, INOA completely reinvents the haircolor process thanks to ODS² (Oil Delivery System²). ODS² is a revolutionary new technology that uses the power of oil to maximizecolor performance. This new breakthrough technology brings coverage performance never seen before in an ammonia free haircolor treatment! The miracle of INOA is that it hydrates and treats your hair as it colors.It maximizes the coloring action while providing ultimate care to the hair without any odor, nor ammonia.

With six weeks of intense hydration and nutrition, hair is softer and shinier than before coloring and reveals bright, deep and vibrant reflects. Whatever the color of your choice or season, be it a smouldering brunette, a luminous blonde, or a dazzling red, INOA gives you vibrant haircolor with over 60 shades to choose from.

“INOA is indeed a revolution in haircolor, bringing the most innovative technology to the world of haircolor. We in Pakistan, take pride in being the world’s foremost company in coloration, to launch INOA and lead the professional salon market,” said Musharaf Hai,Managing Director of L’Oréal Pakistan.

Sadia Shah, General Manager, L’Oréal Professionnel Products Division, said on the introduction of INOA in Pakistan, “We are immensely proud to bring INOA to Pakistan. INOA has truly revolutionized haircolor with its breakthrough ODS2 technology. It has been a global success with more than 50 million haircolor treatments done worldwide “.

INOA guarantees real permanent color results with an ammonia and odor-free formula that respects the hair and assures 100% white coverage. INOA technology has enabled the creation of an extensive palette of colors, making it possible to choose from among 60 different shades. The brunettes are rich and magnetic, the reds and coppers are flamboyant and seductive, the blondes are sparkling and sophisticated.

L’Oréal Professionnel’s INOA hair color service can be availed at selected L’Oréal Professional partner hair salons across the country.