I was sold into INOA from my rep. This was the biggest mistake I have ever made in the salon business. The color takes 2x - 3x longer to mix and apply. The outcome is very inconsistent and unreliable by about 2 shades. Many clients reported irritated scalps and very dry hair with some breakage after the second application. Grey will cover at first, but fades off tone within a week or two. I complained to my rep and he outright called me a liar and said that such problems have never been reported. I have sensitivities to ammonia and the product gave me some severe irritations.

I found an article online saying the INOA contained ammonia. I checked the ingredients label and the shampoos do contain ammonia. My rep literally told me that Ammonia Hydroxide was not ammonia and that I was wrong. I showed him the Wikipedia entry on ammonia hydroxide which said it was ammonia and water. He said that I can't believe everything online and that I was gullible. He then came back and said that L'Oreal told him Wikipedia has a biased against L'Oreal and is trying to discredit it. He would not return, exchange, or refund anything.

I sold the product on eBay for a fraction of what I pay for it. I have returned to my previous line that is truly ammonia free and works great. This mistake has cost me about $10,000 and probably 15 clients in addition to months of irritation from the product and insult from the rep.

Bottom Line - STAY AWAY FROM INOA