L’Oreal continues roll-out of ammonia-free hair colorant

Innovation No Ammonia was first introduced in September, where its exceptional start in Western Europe is helping L’Oreal Professional to win over a large number of salons, according to the company.

Patented ODS delivery system​

Traditionally, hair-colorants have used ammonia to open up the hair cuticle in order for the color to penetrate the hair fiber.

L’Oreal offers an ammonia-free alternative through the use of a patented Oil Delivery System (ODS), an oil base that drives the colorant into the heart of the hair fiber without the need for ammonia.

High performance level​

According to L’Oreal, this new technology can achieve the same performance and results as traditional, ammonia based colorants whilst offering multiple benefits.

Being formulated without ammonia, the product is not only odorless, but free from problems associated with the use of the chemical, such as itching or burning of the scalp

The company says that the ODS provides up to double the amount of protection of lipids found in the natural protective layer in the hair compared to classic permanent hair colorants. Additionally, tests showed that after nine uses of the product, hair is just as smooth as before coloration.

Professional products division​

According to L’Oreal’s 3rd quarter financial results, the initial success of Inoa alongside other major product initiatives, contributed to the improved performance of the company’s professional products division.

Other major product initiatives included Matrix re-launching its Socolor hair colorant in the US and Redken and Kérastase both launching hair care products aimed at the mature female market.