WHAT REV LUTIONSCHANGED YOUR

LIFE?

The major REVOLUTIONS

The major REVOLUTIONS

INOA revolution: TECHNOLOGY

MIXING & DEVELOPMENT

PERFECT, PREDICTABLE REFLECTS

RESULTS

SU

CC

EE

DE

XC

EL

DR

EA

M

SEEING IS BELIEVING

INOA REVOLUTION

INOA REVOLUTION

contents

1952 - Régé Colour: 1st direct color

100 years of L’Oréal innovation that have revolutionized hair coloring

1909 - 1st hair dyes containing harmless chemical ingredients

1929 - Imédia1st permanent haircolor

2004 – PlatiniumConditioning Lightening Pastes

1986 – DiaColor GeléeDemi-Permanent technology

100 years of L’Oréal innovation that have revolutionized hair coloring

1978 - Majirelenriched with Ionène G

1920 – Research3 people dedicated to development

100 years of L’Oréal development

2009 – New Formulas5000 every year

2009 – Advanced Research120 molecules synthesized

2008 – Patents 628 in 2008

201 …

Film Reval INOA

100 years of L’Oréal innovation that has revolutionized

hairdressing

InnovationNO Ammonia

DREAM / TECHNOLOGY

TECHN LOGY

INOA Revolution

TRADITIONAL PERMANENT HAIRCOLOR

OUTSIDE OF HAIR

INSIDE OF HAIR

Mixture on the hair (water base)

Alkaline agentsAMMONIA & OXIDANT

WATER

COLORANTS

REVOLUTION IN HAIRCOLOR

AmmoniaCommonly used in Permanent Oxidative Haircolor

MEA (Mono Ethanol Amine)Odorless alkaline agent, mainly used in

Demi-Permanent Haircolor

UNPRECEDENTED SYSTEM

REVOLUTION IN HAIRCOLOR

Oil Delivery System

OIL DELIVERY SYSTEM: ODSA breakthrough oil-based delivery system that is based on 2 major features:

•A high concentration of oil•Removal of ammonia

The oil becomes the booster for the active ingredients in INOA

Traditional System WATER

OIL

* Respects the hair’s natural protective film after 1 and 5 applications.

PERMANENT HAIRCOLOR - ODS Technology

OUTSIDE OF HAIR

INSIDE OF HAIR

Mixture on the hair (oil base)

Alkaline agents:MEA & OXIDANT

(Oil Delivery System)

Oleo-Gel

Colorants

TECHNOLOGICAL INNOVATIONREPLACED AMMONIA WITH MEA at the same level found in demi-permanent haircolor

UNCOMPROMISED COMFORT: no odor, optimized scalp comfort

SUPREME RESPECT for the hair

•Respect’s the hair’s natural protective film after 1 and 5 applications.

•Hair is as smooth as before color was applied*, for a softer touch.

New OIL BASE (OLEO-GEL)• Propels colorants, MEA and oxidant deep into the cortex of the hair

* Laboratory test results after 9 applications

•Respects the essential amino acids and lipid balance of natural hair.

No OdorOptimized scalp comfortRapid self-emulsifying mixingIncredible smooth, velvety texture

UNCOMPROMISED COMFORT

SUPREME RESPECT FOR THE HAIR*

•Respects the essential amino acids and lipid balance of natural hair.

Hair is as smooth as before color was applied,** for a softer touch

** Laboratory tests results after 9 applications

Exact and predictable results True neutralizing cool shades and vibrant warm shades

Lightens up to 3 levelsExceptionally even color from scalp to endsCoverage of up to 100% white hair

INFINITE HAIRCOLOR POWERWITH A PALETTE OF 49 SHADES

MIXING

INOA Revolution

3-COMPONENT SYSTEM

Oleo-Gel20 or 30-vol

Rich Developer INOA colorants

1000 ml24 apps.

1000 ml16 apps.

6 tubes per box3 applications

3-COMPONENT SYSTEM

Oleo-Gel

1. Oil-Based

2. Skin Protecting Agent

MIXTURE: 40 grams

3-COMPONENT SYSTEM

20 or 30-vol

Rich Develope

r

1. Oil

2. Surface Perfecting Agent

3. Ionène G

MIXTURE: 60 grams

Ionène G Selective - It goes into the hair and seeks out negative charges, and neutralizes them to equalize the porosity of the hair

Protective – Helps offset daily aggressions such as blow drying, curling, brushing, etc

Progressive – Through the emulsion process, with each application the hair becomes stronger and better conditioned. It bonds to the hair for continuous conditioning from retouch to retouch and shampoo after shampoo

3-COMPONENT SYSTEM

Inoa colorants1. Oxidative Hair Dye

2. MEA (Mono Ethanol Amine)

3. Unique Gel Consistency

MIXTURE: 2 x 8 gram tubesAdvantage: easier to mix two shades and easierto mix a ½ application. Eliminates half-tubes in dispensary.

Précidose

ur

EASY MIXING

60gRich

Oxidant

40gOleo Gel

2 tubes8 g each

5

fast, easy mixing No odor

EASY MIXING

DO NOT MIX WITH A BRUSH – Use the INOA Mixing Tool (Sprush or Whisk) for optimal mixing consistency and results with your INOA application.

Measuring Inaccurately

Oleo-Gel1/40 = 2.5%

20 or 30-volRich Developer1/60 = 1.6%

2 tubes of Inoa color1/16 = 6.25%

Hollow Color14 g

Measuring Inaccurately

Rich Color16 g

2g Color Missing:12.5%

PERFECT and PREDICTABLE

INOA Revolution

reflects

A WIDE CHOICE OF SHADES

98

76543

9.138.137.237.136.235.525.124.15

9.29.018.1

6.1

10

1

5.65

4.654.56

4.45

8.34

6.32

4.264.20

violet

5.32

redcoppergoldwarm blondewarm browns

naturalcool blondescool browns

blue

7.43

6.46

5.45.45

6.45

5.59.38.37.36.35.34.3

9.31

8.31

7.316.34

5.35

4.35

7.35

10Very light

blonde

9Light

blonde

8Blonde

7Dark

blonde

6Light

Brown

5Brown

4Dark

Brown

3Darkes

tBrown

2Browni

shBlack

1Black

N Natur

al

BBlue.1

VViolet

.2

GG

GoldGold

.3.3

CCopper

.4

RvRed-violet

.5

RRed.6

GrGreen

.7

DEPTH TONE

Example: 6GV6.32

Level of color

Primary tone of color

Secondary tone of color

CODING SYSTEM

*0(N) first indicates no primary tone, only secondary tone ex. 4.04 (4NC)** 0 in the secondary position indicates intensity ex. 4.40 (4CCC)

DOSING and MIXING

APPLICATI N

INOA Revolution

Application

BENEFITS OF INOA APPLICATION:

•Easy application due to smooth, velvety texture

•Stay put application that does not drip

•Free-hand approach• Free-hand painting versus exact placement

35 min.

Application and Development Time

DEVELOPMENT TIME: 35 minutes

Application:Mix according to instructions

Take fine sections

Paint INOA onto the re-growth area starting from the bottom of the quadrant moving toward the top of the head

Make sure the color lays flat on the scalp

Saturate the top and bottom of each section

Development time starts when re-growth application is complete

When taking through mid-lengths/ends, do not add water

TAKE THROUGH (without adding water)

CHANGE OF COLOR/FIRST TIME USING INOA = take through immediately/TTICOLOR REFRESH= take through half-way through development time/TT15

NO COLOR CHANGE = take through 5 minutes before end of the development time/TT5

35 min.

20 min. 15 min.

30 min. 5 min.

Mid-Lengths and Ends

Note: Development time starts when re-growth application is complete.

VIRGIN APPLICATION: 2 METHODS

20/20 METHOD1. Apply to mid-lengths/ends ½ inch off scalp.2. Mix fresh batch.3. Apply to scalp area.4. Process 35 minutes.20/30 METHOD1. Apply to mid-lengths/ends ½ inch off the scalp using 30-volume Rich Developer.2. Apply to scalp area using 20-volume Rich Developer.3 .Process for 35 minutes.

2. 20-vol 1. 20-volume

2. 20-vol. 1. 30-volume

Virgin Application

Up to 70% 2 tubes of the target shade

Over 70% 1 tube of the target shade

1 tube of the natural shade at the same level

On Mid-Lengths/Ends: Target shade only

FORMULATING FOR WHITE HAIR

Covering White

Last 2 – 3 minutes of processing time:

Massage without adding water

Gently loosen the color from the scalp, mid-lengths and ends of the hair

Use the flat part of the end of fingers

When the color is completely loose, add a small amount of lukewarm water to continue the emulsion *

After emulsifying rinse thoroughly until the water runs clear.

While rinsing, you will see a milky white film

When this film is gone, the rinsing is complete

Shampoo twice with INOA Post Shampoo

*Cold or very hot water can repel off INOA color and may leave a trace of oil in the hair

EMULSION & RINSING

Removal & Rinsing

BENEFITS OF INOA SHAMPOO:

•Shampoo twice

•Optimizes the action of Ionène G in L‘Oréal Professionnel haircolor

•Eliminates traces of oxidation

•Neutralizes residual alkalinity and restores hair's normal pH

•Cleanses hair gently and completely

REMOVAL AND RINSING

METHOD 1: TO DARKEN 3 LEVELS OR MORE OR ON VERY SENSITIZED HAIR

• Choose relevant pre-coloration shade. • Mix with Oleo Gel and Rich Developer.• Apply to lightened sensitized areas. • Develop for between 1-25 minutes according to

pre-coloration chart.• Emulsify (dry and wet), rinse, shampoo and dry

the hair.

1 – 25 minutes

COLOR IN (Pre-coloration)

• Apply target shade to the re-growth area.

• Set timer for 35 minutes.• Take through immediately (TTI). • Emulsify (dry and wet), rinse,

shampoo and dry the hair.

35 minutes

8.348.3

6.4610 – 20 minutes

15 – 25 minutes

6.34

1 – 10 minutes

 

(Warms, Copper, Red-Violet, Red)

(Cools, Ashes (.1, .2, .7), Naturals Gold)

Underlying Pigment

Warm

Time

Cool

Target Level

Color In (Precoloration)

Red1

Black

Red2

Brown-Black

Red3

Darkest Brown

Red 4

Dark Brown

Red5

Brown

Red-Orange6 Light Brown

Orange7

Dark Blonde

Orange Yellow8

Blonde

Yellow9

Light Blonde

 

 

4.564.56

METHOD 2: TO DARKEN 2 LEVELS ON SENSITIZED HAIR

• Apply target shade to re-growth area.• Set timer for 35 minutes.• For mid-lengths/ends, mix 1 tube of a .3 on a darker level + 1

tube of the target shadeEX: target shade 6.45Re-growth: 6.45Mid-lengths/Ends: 1 tube 6.45 + 1 tube 5.3

• Take through immediately (TTI).• Emulsify (dry and wet), rinse, shampoo and dry the hair.

COLOR IN (Pre-coloration)

NOTE: this method is simple and easy, but not as predictable and technical

+ .3 on darker level

HEALTH AND SAFETY

MIX COLORANT + OLEO GEL + Rich Developer

WHAT SHADE TO CONDUCT THE TEST?

If you know the target shade, use that shade for the skin allergy test.

If you do not know the target shade, use the darkest shade (1 to 3) in INOA.

SKIN ALLERGY

TEST

HEALTH AND SAFETYSkin Allergy Test

SKIN ALLERGY

TEST

48H

HEALTH AND SAFETYSkin Allergy Test

10 KEY STEPS WITH INOA

1. VERY IMPORTANT: A skin allergy must be completed 48 hours before each INOA application

2. ESSENTIAL: The INOA mixing consists of 3 products, not 2.- One application = 40g Oleo Gel + 60g Rich Developer + 2 – 8g tubes of INOA haircolor (totaling 16g of colorant)

DO NOT MIX WITH A BRUSH – Use the INOA Mixing Tool (Sprush or whisk) provided in your introductory PPK for optimal mixing consistency and results with your INOA application.

3. CAUTION: One application contains 16g of haircolor (2 – 8g tubes), EVERY GRAM COUNTS! Make sure you empty the entire contents of the 2 tubes.

4. RECOMMENDED: Use the measuring tool (INOA Doser) maximum precision in your mixing.

EXCEL WITH

NOTE: Mix with the INOA Sprush for best mixing results.

FOR ONE APPLICATION: Using the INOA Doser, measure 1.4oz/40g Oleo Gel + 2.1oz/60g

Rich Devloper. Empty mixture into a bowl. Add 2 tubes (0.56oz/16g) of INOA haircolor (2X0.28oz / 2x8g) into

bowl Mix the products together with the INOA Sprush until a rich,

creamy consistent texture is obtained.

DO NOT MIX WITH A BRUSH: An INOA Sprush has been provided in all prepacks to mix the 3-

components system together. The INOA Sprush is requited to achieve optimal mixing consistency

and result with your clients application.

10 KEY STEPS WITH INOA

EXCEL WITH

5. WARNING: Never substitute INOA Rich Developer with another developer

6. COVERING HIGH PERCENTAGES OF WHITE HAIR: - Always use 1 tube of target shade + 1 tube natural

shade at the same level. Never mix with a gold shade.- Mix with a natural shade only for 70% and over white

hair.- Always leave on for the recommended development

time of 35 minutes

7. BE CAREFUL: When applying INOA, spread INOA onto the re-growth area rather then placing the color

8. IMPORTANT: DO NOT ADD WATER to your mixture to take through the mid-lengths and ends

10 KEY STEPS WITH INOA

EXCEL WITH

9. CRUCIAL: Gently dry emulsify without adding water to loosen the color off the scalp

10. RECOMMENDED: Following application (and development time),

shampoo twice using INOA Post Shampoo

10 KEY STEPS WITH INOA

EXCEL WITH

1. EASY MIXING• Easy to mix two shades• Easy to facilitate ½ application

2. NO ODOR3. OPTIMIZED SCALP COMFORT4. FREEHAND APPROACH

• Free-hand painting versus exact placement5. 2X THE LIPID PROTECTION TO HAIR*6. INFINITE HAIRCOLOR POWER

• Exact and predictable results• Lightens up to 3 levels• Exceptionally even from scalp to ends• Coverage of up to 100% white hair

BENEFITS OF INOA HAIRCOLOR

* Compared to our leading professional permanent haircolor in the world. Respects the hair’s natural protective film after 1 and 5 applications.

Workshop

INOA Revolution

What are the advantages for hairdressers?

Who is the right client for ?EVERYONE•Anyone that doesn’t like the smell of ammonia•People that experience scalp discomfort from haircolor•Clients that desire ammonia-free haircolor

How can attract new clients?•The offer of ammonia-free haircolor•Clients with no color that are concerned with coloring their hair•The promise of optimized scalp comfort

SUCCESS WITH

•Exact and predictable results without ammonia = new clients•2X more lipid protection to the hair = new clients•Easy and quick application•No odor = health and safety for hairdressers and clients•Optimized scalp comfort = new clients with sensitive scalps

Q&A

INOA Revolution

CLASSES

INOA Revolution*3 – 3.5 hours

45 minute product education1.5 hours hands-on models20 minute model review30 minute Success points, Q & A

In-salon support daysGold, Platinum or Black

1 - 2 days for proper useTop conquest salons

2 – 3 days formulation and usage1 hour Q & A session*

Platinum and Black salonsConquestOther salons having usage issues

*It is mandatory that each salon has an In-salon intro class with their entire staff.

Smaller salons can be clustered together at a host salon for training the class format does not change for this training.

EDUCATION OFFERING

STORE EDUCATION OFFERINGS

INOA Revolution*2.5 – 3 hours

1 hour product education1 hours hands-on mannequins 4 people to 1 mannequin

Each will do a ¼ panel Each will do dry emulsification Mannequin dried to show that there in no

oil left30 minute Success points, Q & A

1 hour Q & A session*1 session offered after or between cluster classes in

store

*It is mandatory anyone purchasing INOA has completed the INOA Revolution class.

Store classes are intended for independent stylists or stylists from salons that want additional training on INOA

CLASSES

MODEL PROCEDURES

All models have to be patch tested 48 hours prior to application of color.

If the class is half head against Majirel, you will patch test with Majirel.

If only INOA is going to be used on the hair, you will patch test with INOA.

Model release forms and if patch testing with INOA, a set of patch test spoons, Oléo Gel, Rich Oxidant and INOA colorants must be given to the salon.

These forms should be hand delivered well in advance to the person that will be conducting the patch tests.

You have to explain to them exactly what has to be done.

If it you cannot deliver them in person, then send them and arrange a phone call with the person to ensure they clearly understand what has to be done.

MODEL PROCEDURES

INOA TRAINING MODEL REQUIREMENTS:

As always if models DO NOT meet the requirements, talk to the person that arranged the models for you and explain why you have to turn this model away. •DO NOT do models that you will not have successful results.

• Hair no longer than shoulder length • Models can have previously colored or virgin hair• Hair that does not have bands • NO corrective color • There should not only be white coverage models• Models that do not meet the requirements will be

turned away

For existing Majirel salons, all models will be half head INOA vs. Majirel.

If it is a conquest salon, the entire head will be INOA.

There should be one model for every 2 - 3 people attending.

INOA TRAINING MODEL REQUIREMENTS:

MODEL PROCEDURES

Natural level 3 or 4 that are at least a level 5 on the ends

Natural level 5 that are at least level 6 on the ends  

Natural level 6 that are at least level 7 on the ends

Natural level 7 that are at least level 8 on the ends

Natural level 7 or high percentages of white with level 9/10 on the mids/ends and would like to be a light neutral or ash blonde (9, 9.13)

Double tone red models have be a level and a half lighter on the ends

THE HAIR

MODEL PROCEDURES

COLORS TO BE USED IN CLASSES6.1 5 5.32** 6.38.13** 6 6.32** 7.39.13** 7** 7.31 6.46**3 8** 8.34 4.65**4 9** 5.3** 5.5**** Are focus colors5.56**

INOA APPLICATION:

All models will be ½ head vs. Majirel.

Conquest salons will we whole head INOA

A section of hair should be left out just under the occipital bone, which is called the control piece.

This will ensure that when the application is complete, the natural level and color on the mid-lengths/end can be compared to the finished results.

DEMONSTRATE THE INOA APPLICATION

TARGET COLORS