INOA was an absolute disaster for me that will cost me for the rest of the years I want to color my hair.  First of all, this product has very high levels of PPD.  I had a bad allergic reaction to PPD for the first time in my life.  Would that have happened eventually anyway?  Probably, since PPD allergy develops after using hair coloring for years, but I've talked to other hairdressers who think more people react to INOA.  On top of a lifetime of limited hair color options, my hair is ruined.  The hairdresser, a certified INOA trainer, told me he was "required" to pull the color through to my roots, but not to worry, my highlights would still be there and would look great.  Disaster!  Ends are black; no highlights left.  Meanwhile, roots went hot, but product did not cover grey.  Now I have bright red and grey roots, black hair, and an allergy to hair dye.  All for $120.  (BTW, even though there is no ammonia, there is developer, up to 30 volume, and the product stays on your hair longer than normal dye.  That may be the source of some of the damage.  It's ridiculous for L'Oreal to claim ammonia is more damaging than 30 volume developer on your hair for 45 minutes.)