WELLINGTON, FL (WFLX) - It's a revolution in hair color. A new product, just launched at a local salon, is making some pretty amazing claims.
"I've been coloring my hair for over 20 years," said Marilena Fausto. She's just discovered what stylists are calling a revolution in hair color.
"It's going to change the industry 100 percent," said salon owner Michael Angelo Razzo.
It's called INOA, Innovation No Ammonia, and is created by L'Oreal Professional.
Michael Angelo Salon and Spa in Wellington is one of the few salons in South Florida launching the new color.
Heather Frazier, colorist, explained, "Not to say traditional color is a bad thing. It's like having a boom box and an iPod. A boombox, you can still jam out to, but an iPod is so much better."
With traditional color, the ammonia swells the cuticle allowing the color inside the cortex. That damages the cuticle, but INOA, which is oil based, never opens the cuticle in the first place.
"I don't feel anything," said Sue Commanday. She's been coloring her hair for years, and noticed a difference immediately - no itching. "I always had to have a comb with an end for scratching."
And the INOA color doesn't stain your face. It comes right off with a simple wipe, but that's not the most impressive feature. "After seven touch-ups, it has the feel of your virgin hair," said Razzo. "I don't even remember what my virgin hair feels like. No one does."
Whether her hair will go back to it's original feel or not, Marilena Fausto says, she's already addicted to INOA. "Super soft, super shiny. The compliments I've had, I've never had before."
L'Oreal is coming out with new colors all the time. But if you are a blonde, you'll have to wait about a year. The high-lift blondes won't be available until early 2011.
The first application will cost you about $50 more than regular color, and touchups are about $30 more.
Here's a list of the Florida salons offering INOA: