L’Oréal Professionnel revolutionises Haircolor in Pakistan with the launch of INOA The Haircolor of the Future!

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[Lahore, 12 March 2013] L’Oréal Professionnel, the Parisian house of hairdressing, ushers in a new era of haircolor in Pakistan with the unveiling of INOA; a product of breakthrough technology that answers the unlimited color desires of today’s women in their constant quest for tailor made-color. Setting a new standard for haircolor in Pakistan, INOA captures unprecedented features: No Ammonia, Odor free and 100% coverage of white hair! A result of extreme research and development, INOA has won fourteen international awards and holds twenty two patents for its ground breaking technology. L’Oréal Professionnel launched INOA in Pakistan with an exclusive hair show featuring Stacey Broughton, International Hairstylist from the UK, in Karachi on Monday 11th March at Avari Towers.

To this end, the evening began with a welcome note by Beauty Advisory Program Manager – L’Oréal Paris and Maybelline New York, Aale Mowjee who invited on-stage Managing Director, L’Oréal Pakistan Musharaf Hai who addressed the stylists, media and patrons in attendance focusing on the history of L’Oréal in Pakistan and the aim and vision to establish it as the leading beauty brand in the country. This was followed by an introduction to the revolutionary INOA by Sadia Shah, General Manager, L’Oréal Professionnel Products Division followed by a technical presentations from Product Manager L’Oréal Professionnel Products Division Sehrish Lalani, Education Manager L’Oréal Professionnel Products Division Ambreen Merchant and Educator L’Oréal Professionnel Products Division Tanzeela Hashwani. This was followed by a hair show featuring six models as styled by the team at Peng’s Salon with hair-cuts by Stacey Broughton and L’Oréal Professionnel Technical Consultant Shammal Qureshi and make-up by the team at Sabs Salon with a live introduction to each hair look as it happened by Sophie Abid, L’Oréal Zone Education Manager Middle East and Africa. This was further followed by a live coiffure demonstration by Stacey Broughton on stage where he stylised and cut the hair of two models. The show concluded with a surprise showstopper, Neha, who was styled by Shammal Qureshi with make-up by the team at Sabs and wardrobe by Sana Safinaz.

The evening was attended by industry stalwarts, fashion designers, stylists and media personalities alike, including: Managing Director L’Oréal Pakistan Musharaf Hai; Fashion Designers Safinaz Munir, Adnan Pardesy and Warda Saleem; stylists/make-up artists Nabila of N-PRO, Saba Ansari of Sabs, Ruby Hassan, Shamal Qureshi of TONI&GUY – Lahore, Meher Najeeb, Peng Qureshi, Nighat Misbah of Depilex, Shaheen Raheem, President of the Pakistan Hair and Beauty Association Ruhana Iqbal, Hina of Natasha’s Salon, Aaliya Teepu, Aaliya Farooqui, Neelo, Mona J, Hina Farid of Blush, Tazeen of Mirrors, Qudsia of Qudsia’s Splendour in Lahore, Ujala Zia of The Dressing Table, Altaf, Beenish Parvez and Sayeeda Mandvivalla of Toni&Guy – Karachi; media personality Ayesha Omar; Photographer Tapu Javeri along members of the esteemed media. The event was managed by the team at H&S Connect with Public Relations by Lotus.

While other leading haircolor brands rely on ammonia-enriched water based formulas, INOA completely reinvents the haircolor process thanks to ODS² (Oil Delivery System²). ODS² is a revolutionary new technology that uses the power of oil to maximize color performance. This new breakthrough technology brings coverage performance never seen before in an ammonia free haircolor treatment! The miracle of INOA is that it hydrates and treats your hair as it colors. It maximizes the coloring action while providing ultimate care to the hair without any odor, nor ammonia. With six weeks of intense hydration and nutrition, hair is softer and shinier than before coloring and reveals bright, deep and vibrant reflects. Whatever the color of your choice or season, be it a smouldering brunette, a luminous blonde, or a dazzling red, INOA gives you vibrant haircolor with over 60 shades to choose from!

Musharaf Hai, Managing Director of L’Oréal Pakistan said: “INOA is indeed a revolution in haircolor, bringing the most innovative technology to the world of haircolor. We in Pakistan, take pride in being the world’s foremost company in coloration, to launch INOA and lead the professional salon market.”

Sadia Shah, General Manager, L’Oréal Professionnel Products Division, said on the introduction of INOA in Pakistan; “We are immensely proud to bring INOA to Pakistan. INOA has truly revolutionized haircolor with its breakthrough ODS2 technology. It has been a global success with more than 50 million haircolor treatments done worldwide – with INOA, Pakistani women don’t have to worry about coloring their hair or potential damage as INOA is ammonia-free and still gives up to 100% white coverage and tremendous shine… never heard before! INOA really is the color of the future!”

INOA guarantees real permanent color results with an ammonia and odor-free formula that respects the hair and assures 100% white coverage. INOA technology has enabled the creation of an extensive palette of colors, making it possible to choose from among 60 different shades. The brunettes are rich and magnetic, the reds and coppers are flamboyant and seductive, the blondes are sparkling and sophisticated. Whether a woman is addicted to haircolor changes or wants to color for the first time, the expertise of the hairdresser and colorist is precious. With INOA, hairdressers become personal style consultants, offering a whole new dimension to a haircolor treatment that comes with ultimate care!

L’Oréal Professionnel’s INOA hair color service can be availed at selected L’Oréal Professionnel partner hair salons across the country. For further information about INOA and partner Salons, log on to: www.facebook.com/LOrealProfessionnelPakistan

About L’Oréal Professionnel:

L’Oréal Professionnel is the global specialist in hair care. Born in Paris, a place of creative ferment and historical fashion references, L’Oréal Professionnel combines a passion for fashion with the most innovative technology. The Pioneering house forms strong links with salons, stylists, top designers and photographers to raise the profile of the hairdressing industry and valorizes the creation and know-how of the profession, constantly playing with the codes to progress. Indeed L’Oréal Professionnel strives to be the ultimate business partner to salons, offering education courses, the most innovative products and business building initiatives.

L’Oréal Professionnel, is known for having collaborated with hairdressers for more than 100 years and to this end has most recently partnered with the Paris Fashion Week celebrating more than a century of collaboration between hairdressing and fashion. The partnership, which embodies such shared values as artisanal creativity and excellence, is the culmination of a long relationship between L’Oréal Professionnel and fashion, a tradition that was born in Paris and which has now spread in Pakistan. Launched in Pakistan in 2009, L’Oréal Professionnel is a key partner for over 1 million of the world’s most dynamic hairdressers, including top stylists within Pakistan.

L’Oréal Professionnel combines passion for hair and beauty with cutting edge technology, to bring a portfolio of high performance products to meet consumer needs, allowing each hairdresser to push creativity and achieve outstanding results. The brand’s central belief focuses on hair as the fashion accessory of today, worn to reflect the personality of an individual, as important to the total look as any item of catwalk clothing. Everything by L’Oréal Professionnel reflects this passionate interpretation – from inspirational live shows to their seasonal color collections. More than 100 years later, L’Oréal Professionnel has continued to provide one of the strongest educational programmes in the entire beauty and hairdressing industry.

In Pakistan, L’Oréal Professionnel’s range of in-salon hair services and homecare products are now available only in L’Oréal Professionnel salons including flagship hair color brands Majirel, Richesse and Dia, X-Tenso for superior straightening, Mythic Oil for nourished hair, Série Expert, the award winning haircare system with exclusive homecare programs, and Tecni.art, the professional styling range.

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