classixuk
Well-Known Member
Just thought I'd let you all know the update on L'Oreal Inoa as a few of you have mentioned it in posts over the last few weeks and are wondering what's happening.
I got the lowdown today!
Because Redken (yes, I mean Redken) doesn't have as many reps/technicians in the States, and students only attend beauty school for a matter of months before they are deemed "qualified" there, it was decided that the "Inoa" mixing system was too complicated to convert over into brands such as Redken and Matrix etc. which are mostly Amercian brands (both L'Oreal owned though).
For that reason, they have looked at simplifying the process so that it suits international markets as well as being more easily transferred across all L'Oreal owned brands.
From March, Inoa will be a 2 step system (colour and developer). The colour tubes will be 60mls and the mixing ratio with developer will be 1:1.
In Redken, the tubes will be known as Chromatics. Matrix launch date TBC but not expected until around A/W 2013.
There has also been some backward movement on the reduction of Majirel shades, and new shades will be introduced this summer. However, they are hoping that the new 60ml tubes and easier mixing for Inoa will help introduce the brand to those yet to try it, and reinterest those who didn't like it last time. The Oil Delivery System has been tweaked to be less greasy and the fragrance altered slightly too.
Overall, the company are now aiming to return to their roots (pardon the pun) as being a Parisian leader of fashion and innovation rather than trying to be everything to everyone.
They have also just launched a new education package with many free courses and also daytime courses mostly priced around £95.
I personally think they're finally getting back on track with what they were all about around 10 years ago and things are certainly looking interesting.
I got the lowdown today!
Because Redken (yes, I mean Redken) doesn't have as many reps/technicians in the States, and students only attend beauty school for a matter of months before they are deemed "qualified" there, it was decided that the "Inoa" mixing system was too complicated to convert over into brands such as Redken and Matrix etc. which are mostly Amercian brands (both L'Oreal owned though).
For that reason, they have looked at simplifying the process so that it suits international markets as well as being more easily transferred across all L'Oreal owned brands.
From March, Inoa will be a 2 step system (colour and developer). The colour tubes will be 60mls and the mixing ratio with developer will be 1:1.
In Redken, the tubes will be known as Chromatics. Matrix launch date TBC but not expected until around A/W 2013.
There has also been some backward movement on the reduction of Majirel shades, and new shades will be introduced this summer. However, they are hoping that the new 60ml tubes and easier mixing for Inoa will help introduce the brand to those yet to try it, and reinterest those who didn't like it last time. The Oil Delivery System has been tweaked to be less greasy and the fragrance altered slightly too.
Overall, the company are now aiming to return to their roots (pardon the pun) as being a Parisian leader of fashion and innovation rather than trying to be everything to everyone.
They have also just launched a new education package with many free courses and also daytime courses mostly priced around £95.
I personally think they're finally getting back on track with what they were all about around 10 years ago and things are certainly looking interesting.
