loreal inoa
loreal inoa

One of the splashiest stages at ABS was L'Oreal Professionnel's. The company launched its new INOA color system with a bevy of models wearing spectacularly decorous headwear, including flowers, feathers and butterflies. The sizable crowd gathered around the stage gawked at the beautiful, colorful display.

INOA is a revolutionary new ammonia-free permanent hair color, which contains an odorless alkaline agent called MEA (monoethanolamine) that replaces ammonia. "It's more conditioning for the hair and scalp," says Ron King, L'Oreal Professionnel spokesperson and owner of Bo Salon in Austin, Texas. "It's like a treatment for the hair," he says.

Click here for more information about INOA.