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The major REVOLUTIONS

The major REVOLUTIONS. WHAT REV LUTIONS CHANGED YOUR LIFE?. contents. 100 years of L’Oréal innovation that have revolutionized hair coloring. 1909 - 1 st hair dyes containing harmless chemical ingredients. 1929 - Imédia 1st permanent haircolor.

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The major REVOLUTIONS

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  1. The major REVOLUTIONS WHAT REV LUTIONS CHANGED YOUR LIFE?

  2. contents

  3. 100 years of L’Oréal innovation that have revolutionized hair coloring 1909 - 1st hair dyes containing harmless chemical ingredients 1929 - Imédia 1st permanent haircolor 1952 - Régé Colour:1st direct color

  4. 100 years of L’Oréal innovation that have revolutionized hair coloring 1978 - Majirel enriched with Ionène G 1986 – DiaColorGelée Demi-Permanent technology 2004 – Platinium Conditioning Lightening Pastes

  5. 100 years of L’Oréal development 1920 – Research 3 people dedicated to development 2008 – Patents 628 in 2008 2009– New Formulas 5000 every year 2009 – Advanced Research 120 molecules synthesized

  6. Film Reval INOA 100 years of L’Oréal innovation that has revolutionized hairdressing 201 …

  7. Innovation NOAmmonia

  8. DREAM / TECHNOLOGY INOA Revolution TECHN LOGY

  9. TRADITIONAL PERMANENT HAIRCOLOR OUTSIDE OF HAIR Alkaline agentsAMMONIA & OXIDANT INSIDE OF HAIR COLORANTS WATER Mixture on the hair (water base)

  10. UNPRECEDENTED SYSTEM REVOLUTION IN HAIRCOLOR Ammonia Commonly used in Permanent Oxidative Haircolor MEA (Mono Ethanol Amine) Odorless alkaline agent, mainly used in Demi-Permanent Haircolor

  11. REVOLUTION IN HAIRCOLOR • OIL DELIVERY SYSTEM: ODS • A 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 Oil Delivery System Traditional System WATER OIL * Respects the hair’s natural protective film after 1 and 5 applications.

  12. PERMANENT HAIRCOLOR - ODS Technology (Oil Delivery System) OUTSIDE OF HAIR Alkaline agents: MEA & OXIDANT INSIDE OF HAIR Colorants Oleo-Gel Mixture on the hair (oil base)

  13. TECHNOLOGICAL INNOVATION • REPLACED AMMONIA WITH MEAat 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

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

  15. UNCOMPROMISED COMFORT No Odor Optimized scalp comfort Rapid self-emulsifying mixing Incredible smooth, velvety texture

  16. Hair is as smooth as before color was applied,** for a softer touch SUPREME RESPECT FOR THE HAIR* • Respects the essential amino acids and lipid balance of natural hair. ** Laboratory tests results after 9 applications

  17. INFINITE HAIRCOLOR POWER WITH A PALETTE OF 49 SHADES Exact and predictable results True neutralizing cool shades and vibrant warm shades Lightens up to 3 levels Exceptionally even color from scalp to ends Coverage of up to 100% white hair

  18. INOA Revolution MIXING

  19. 3-COMPONENT SYSTEM 20 or 30-vol Rich Developer Oleo-Gel INOA colorants 1000 ml 24 apps. 1000 ml 16 apps. 6 tubes per box 3 applications

  20. 3-COMPONENT SYSTEM Oleo-Gel • Oil-Based • Skin Protecting Agent MIXTURE: 40 grams

  21. 3-COMPONENT SYSTEM 20 or 30-vol Rich Developer • Oil • 2. Surface Perfecting Agent • 3. Ionène G MIXTURE: 60 grams

  22. 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

  23. 3-COMPONENT SYSTEM Inoa colorants • Oxidative Hair Dye • 2. MEA (Mono Ethanol Amine) • 3. Unique Gel Consistency MIXTURE: 2 x 8 gram tubes Advantage: easier to mix two shades and easier to mix a ½ application. Eliminates half-tubes in dispensary.

  24. Précidoseur EASY MIXING 2 tubes 8 g each 60g Rich Oxidant 40g Oleo Gel

  25. EASY MIXING fast, easy mixing No odor 5 • DO NOT MIX WITH A BRUSH – Use the INOA Mixing Tool (Sprush or Whisk) for optimal mixing consistency and results with your INOA application.

  26. Measuring Inaccurately 20 or 30-vol Rich Developer 1/60 = 1.6% Oleo-Gel 1/40 = 2.5% 2 tubes of Inoa color 1/16 = 6.25%

  27. Measuring Inaccurately Hollow Color 14 g Rich Color 16 g 2g Color Missing: 12.5%

  28. INOA Revolution PERFECT and PREDICTABLE reflects

  29. A WIDE CHOICE OF SHADES violet cool blondes cool browns natural warm blonde warm browns gold copper red blue 10 9.01 9.2 9.31 9.3 7.43 5.65 9.13 9 8.1 4.26 8.34 5.5 8.3 6.46 8.13 8 8.31 6.1 4.20 4.65 7.3 7.23 7.35 6.45 7 4.56 7.13 7.31 6.3 6 5.45 6.23 6.34 5.3 5 6.32 5.4 5.52 4 5.35 4.3 4.45 5.12 5.32 3 4.15 4.35 1

  30. DEPTH TONE CODING SYSTEM Example: 6GV 6.32 Level of color Primary tone of color Secondarytone of color • *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)

  31. DOSING and MIXING INOA Revolution APPLICATI N

  32. 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

  33. 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

  34. 20 min. 15 min. 30 min. 5 min. Mid-Lengths and Ends TAKE THROUGH(without adding water) CHANGE OF COLOR/FIRST TIME USING INOA = take through immediately/TTI 35 min. COLOR REFRESH = take through half-way through development time/TT15 NO COLOR CHANGE = take through 5 minutes before end of the development time/TT5 Note: Development time starts when re-growth application is complete.

  35. 2. 20-vol 1. 20-volume 2. 20-vol. 1. 30-volume Virgin Application VIRGIN APPLICATION: 2 METHODS 20/20 METHOD 1. Apply to mid-lengths/ends ½ inch off scalp. 2. Mix fresh batch. 3. Apply to scalp area. 4. Process 35 minutes. 20/30 METHOD 1. 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.

  36. Covering White FORMULATING FOR WHITE HAIR 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

  37. Removal & Rinsing EMULSION& RINSING • 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

  38. REMOVAL AND 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

  39. 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. COLOR IN (Pre-coloration) 1 – 25 minutes • 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

  40. Color In (Precoloration) Target Level Cool Warm Underlying Pigment Time (Cools, Ashes (.1, .2, .7), Naturals Gold) (Warms, Copper, Red-Violet, Red) 9 Light Blonde 8.3 1 – 10 minutes 8.34 Yellow 8 Blonde Orange Yellow Orange 7 Dark Blonde 10 – 20 minutes 15 – 25 minutes 6 Light Brown 6.34 6.46 Red-Orange 5 Brown Red 4 Dark Brown Red 3 Darkest Brown Red 4.56 4.56 2 Brown-Black Red 1 Black Red

  41. 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 shade EX: target shade 6.45 Re-growth: 6.45 Mid-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) + .3 on darker level NOTE: this method is simple and easy, but not as predictable and technical

  42. 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

  43. HEALTH AND SAFETY Skin Allergy Test

  44. 48H HEALTH AND SAFETY Skin Allergy Test SKIN ALLERGY TEST

  45. EXCEL WITH 10 KEY STEPS WITH INOA • VERY IMPORTANT: A skin allergy must be completed 48 hours before each INOA application • 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. • CAUTION: One application contains 16g of haircolor (2 – 8g tubes), EVERY GRAM COUNTS! Make sure you empty the entire contents of the 2 tubes. • RECOMMENDED: Use the measuring tool (INOA Doser) maximum precision in your mixing.

  46. EXCEL WITH 10 KEY STEPS WITH INOA • 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.

  47. EXCEL WITH 10 KEY STEPS WITH INOA • WARNING: Never substitute INOA Rich Developer with another developer • 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 • BE CAREFUL: When applying INOA, spread INOA onto the re-growth area rather then placing the color • IMPORTANT: DO NOT ADD WATER to your mixture to take through the mid-lengths and ends

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