By  on June 12, 2009

PARIS — In the midst of celebrating its 100-year anniversary this week, L’Oréal Professionnel unveiled a product it believes will redefine the salon hair coloring industry for the next century.

Inoa, which stands for Innovation No Ammonia, is being billed by L’Oréal as the most revolutionary colorant to come out of its labs in decades. Thanks to a formula discovered after years of research, Inoa’s creators claim the three-step treatment will color uniformly and leave hair soft, shiny and silky — all without odor or any of the discomforts associated with ammonia application, like an itchy scalp. While it is not the first salon offering that is ammonia free, the company said it is the first ammonia-free product that lifts up to three levels, covers gray and has true-to-tone color results.

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