L'Oreal Professionnel's INOA officially launches in Melbourne

[Thu 18/03/2010 11:42:49]

Australian beauty media were treated to an exclusive Melbourne event on March 16, for the official launch of L’Oréal Professionnel’s exciting innovation, INOA – the hair colour of the future.

Jett Black's dramatic decor for the INOA launch

In true dramatic style, befitting the magnitude of the event, the black-out interior of Jett Black in Melbourne’s trendy Prahran was encased with green LED lighting and futuristic black cone-shaped speakers lined the walls, all set before a huge LCD screen.


INOA laser

A suspense-filled brand DVD with a suitably impressive orchestral soundtrack commenced the launch, inviting editors into the world of INOA for the very first time in Australia.

Leigh Campbell (Cosmopolitan) and Amy Starr (Shop Til You Drop)

General Manager for the L’Oréal Professional Products Division, Ozlem Sen, began the launch proceedings, conveying the massive impact INOA was set to have on the industry, for both colourists and clients alike.

“The unparalleled technological breakthrough that is INOA, will totally revolutionise the colourists’ profession as we know it. The experience of women who colour their hair in salons is about to be reinvented,” she said.

Eleanor Pendleton (Famous) and Amanda Goff (Prevention)

Anticipation grew as special guest Laserman arrived on the stage and treated those in attendance to an exclusive performance of The Laserman Experience.

Eugenie Kelly (Harper's Bazaar) and Susie Cameron (Woman's Day)

Laserman performed to his audience by manipulating iridescent INOA-green laser beams and revealed the product in an unforgettable live presentation. Described as the only laser manipulation act of its kind in the world, the magical illusions of his performance left the audience spellbound.

Antoinette Bekos, Sally Richardson (Network 10) and Ludovic Dellazzeri (L'Oréal Professionnel General Manager)

L’Oréal Professionnel General Manager Ludovic Dellazzeri continued by saying: “Much more than a new brand, INOA is an entirely new standard of oxidative hair colour for salon professionals to offer their clients. INOA allows you to finally perform more than that of a classic permanent hair color; it stands to deliver everything that you have dreamt of doing without daring to believe it was possible.”

INOA models

The event concluded with unique show featuring gorgeous models showcasing four contrasting colour palettes from the INOA shade chart; their hair was unbelievably glossy and glamorous – all thanks to INOA of course. Look to the future - the hair colour revolution has begun!  

For more information visit www.lorealprofessionnel.com.au