2. The major REVOLUTIONS
WHAT
REV LUTIONS
CHANGED YOUR
LIFE? 2

3. contents

4. 100 years of L’Oréal innovation that have revolutionized hair coloring
st hair dyes
containing harmless chemical ingredients
Imédia
1st permanent haircolor
Régé Colour: st direct color 4

5. 100 years of L’Oréal innovation that have revolutionized hair coloring
Majirel
enriched with Ionène G
1986 – DiaColor Gelée
Demi-Permanent technology
2004 – Platinium
Conditioning Lightening Pastes 5

6. 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

7. 201 … 100 years of L’Oréal innovation
Film Reval INOA
100 years of L’Oréal innovation
that has revolutionized hairdressing
201 … 7

8. 8

9. Innovation
NO Ammonia

10. DREAM / TECHNOLOGY
INOA Revolution
TECHN LOGY

11. TRADITIONAL PERMANENT HAIRCOLOR
OUTSIDE OF HAIR
Alkaline agents AMMONIA & OXIDANT
INSIDE OF HAIR
COLORANTS
WATER
Mixture on the hair (water base) 11

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

13. 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
Traditional System
Oil Delivery System
WATER
OIL
* Respects the hair’s natural protective film after 1 and 5 applications.

14. 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) 14

15. TECHNOLOGICAL INNOVATION
REPLACED 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 15

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

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

19. SUPREME RESPECT FOR THE HAIR*
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

20. 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

21. INOA Revolution
MIXING

22. 20 or 30-vol Rich Developer Oleo-Gel INOA colorants
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 22

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

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

25. 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 25

26. 2. MEA (Mono Ethanol Amine)
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.

27. EASY MIXING 2 tubes Précidoseur 8 g each 60g Rich Oxidant 40g Oleo Gel27

28. 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.

29. Oleo-Gel 1/40 = 2.5% 2 tubes of Inoa color 1/16 = 6.25%
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%
1/40 = 2.5%
1/60 = 1.6%
1/16 = 6.2%

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

31. PERFECT and PREDICTABLE reflects
INOA Revolution
PERFECT and PREDICTABLE
reflects 31

32. A WIDE CHOICE OF SHADES blue violet natural gold copper red 9.01 10
cool blondes
cool browns
natural
warm blonde
warm browns
gold
copper
red
9.01 10
9.2
9.31
9.3
7.43
5.65
8.1
9.13 9
4.26
8.34
5.5
8.13
8.3
6.46 8
6.1
4.20
8.31
4.65
7.23
7.3 7
7.35
6.45
4.56
7.13 6
7.31
6.3
6.23
5.45
6.34 5
5.3
5.52
6.32
5.4 4
5.35
5.12
4.3
4.45 3
5.32
4.15 1
4.35 32 32

33. DEPTH TONE CODING SYSTEM Example: 6GV 6.32 Level of color10
Very light blonde 9
Light blonde 8
Blonde 7
Dark blonde 6
Light
Brown 5 4
Dark 3
Darkest 2
Brownish
Black 1 N
Natural B
Blue .1 V
Violet .2 G
Gold .3 C
Copper .4 Rv
Red-violet .5 R
Red .6 Gr
Green .7
DEPTH
TONE
CODING SYSTEM
Example:
6GV
6.32
Level of color
Primary tone of color
Secondary tone of color
*0(N) first indicates no primary tone, only secondary tone ex (4NC)
** 0 in the secondary position indicates intensity ex (4CCC)

34. DOSING and MIXING
INOA Revolution
APPLICATI N 34

35. Easy application due to smooth, velvety texture
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

36. 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
35 min. 36

37. TAKE THROUGH (without adding water)
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
20 min.
15 min.
NOTE: if the hair is very sensitized, take a test strand.
NO COLOR CHANGE
= take through 5 minutes before end of the development time/TT5
30 min.
5 min.
Note: Development time starts when re-growth application is complete. 37

38. VIRGIN APPLICATION: 2 METHODS
1. Apply to mid-lengths/ends ½ inch off scalp.
2. Mix fresh batch.
3. Apply to scalp area.
4. Process 35 minutes.
2. 20-vol
1. 20-volume
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.
2. 20-vol.
1. 30-volume 38

39. FORMULATING FOR WHITE HAIR
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
Start in the whitest areas

40. Last 2 – 3 minutes of processing time: Massage without adding water
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 40

41. Optimizes the action of Ionène G in L‘Oréal Professionnel haircolor
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 41

42. COLOR IN (Pre-coloration)
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
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

43. Color In (Precoloration)
8.34
8.3
6.46
10 – 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)
Red
Black
Brown-Black
Darkest Brown
Dark Brown
Brown
Red-Orange
Light Brown
Orange 7
Dark Blonde
Orange Yellow
Blonde
Yellow 9
Light Blonde
4.56

44. COLOR IN (Pre-coloration)
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 tube 5.3
Take through immediately (TTI).
Emulsify (dry and wet), rinse, shampoo and dry the hair.
+ .3 on darker level
NOTE: this method is simple and easy, but not as predictable and technical

45. MIX COLORANT + OLEO GEL + Rich Developer
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

46. HEALTH AND SAFETY Skin Allergy Test46

47. HEALTH AND SAFETY
Skin Allergy Test
48H
SKIN ALLERGY TEST 47

48. 10 KEY STEPS WITH INOA EXCEL WITH
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 – 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.

49. 10 KEY STEPS WITH INOA 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.

50. 10 KEY STEPS WITH INOA EXCEL WITH
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

51. 10 KEY STEPS WITH INOA EXCEL WITH
CRUCIAL: Gently dry emulsify without adding water to loosen the color off the scalp
RECOMMENDED: Following application (and development time),
shampoo twice using INOA Post Shampoo

52. BENEFITS OF INOA HAIRCOLOR
EASY MIXING
Easy to mix two shades
Easy to facilitate ½ application
NO ODOR
3. OPTIMIZED SCALP COMFORT
4. FREEHAND APPROACH
Free-hand painting versus exact placement
5. 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
* Compared to our leading professional permanent haircolor in the world. Respects the hair’s natural protective film after 1 and 5 applications.

53. INOA Revolution
Workshop 53

54. What are the advantages for hairdressers?
SUCCESS WITH
What are the advantages for hairdressers?
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
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
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 54

55. INOA Revolution
Q&A 55

56. CLASSES EDUCATION OFFERING INOA Revolution* 3 – 3.5 hours
45 minute product education
1.5 hours hands-on models
20 minute model review
30 minute Success points, Q & A
In-salon support days
Gold, Platinum or Black
1 - 2 days for proper use
Top conquest salons
2 – 3 days formulation and usage
1 hour Q & A session*
Platinum and Black salons
Conquest
Other 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. 56

57. STORE EDUCATION OFFERINGS
CLASSES
STORE EDUCATION OFFERINGS
INOA Revolution*
2.5 – 3 hours
1 hour product education
1 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 left
30 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 57

58. 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. 58

59. INOA TRAINING MODEL REQUIREMENTS:
MODEL PROCEDURES
INOA TRAINING MODEL REQUIREMENTS:
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 people attending. 59

60. MODEL PROCEDURES THE HAIR
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 60

61. DEMONSTRATE THE INOA APPLICATION
MODEL PROCEDURES
TARGET COLORS
COLORS TO BE USED IN CLASSES
** 6.3
8.13** ** 7.3
9.13** 7** **
3 8** **
4 9** 5.3** 5.5**
** Are focus colors **
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 61