I just got back from a quick one day turn around trip to New York. I was asked by the Public Relations group, Bratskeir and Company, to come do a testimonial for L'Oreal Professionnel's new premier color line called "INOA". The upper management at L'Oreal Professionnel says that INOA is to normal permanent hair color what the Iphone is to early archaic cell phones; if that gives you any idea of what the buzz is on this new color line. After 15 years of research and development and 14 patents later, L'Oreal Professionnel was finally ready to launch INOA to the Beauty Industry at large. INOA has been such a huge success in France and Italy that we Americans have had to wait for a sufficient amount of inventory to do our business for almost 9 months! The difference between this color line and everything other color line? You name it........ammonia-free, no odor, no itching/uncomfortable scalp, no color staining on the skin after application, no fade-age from salon visit to salon visit, 100% gray coverage and most importantly the hair is in excellent condition if not better than before the hair was colored. Shelly Mohr, our partner at the diPietro Todd Salons + Academy for Color and also a Portfolio Artist for L'Oreal Professionnel says she has converted 80% of her clients to INOA and they are raving about it. I am honored to say that diPietro Todd is one of only 200 salons in the United States that will be carrying the INOA line. I really love how L'Oreal Professionnel timed the launch of INOA with their 100 year anniversary. For anyone who doesn't know who invented hair color, we have L'Oreal Professional to thank for that.