I think that ppl need to look at the facts! INOA does not damage hair as much as ammonia based color period! And how often do u use product or extreme heat styles? Most likely everyday.... And if u would do any research on INOA u will see that you don't get results until after the fifth application and by the 9th use it will look and feel as if it had never been chemically treated or virgin hair! And maby  u should look to a new salon or a different colorist because that means they are uneducated on this product it is an exact science and can easily b mixed wrong! Lots of luck to u all!