Professional beauty tech brand, L’Oreal Professionnel has launched a new hair colour diagnosis app called My Hair (iD), developed in partnership with Modiface Technology. The game-changing app aims to help tackle the issue of unpredictable hair colour results, making it easier for colourists to provide detailed consultations for their clients. The app includes a five-step diagnosis covering a percentage of gray hair, type of coverage expected, hair regrowth pace, length shade, and hair reflect, followed by a personalized shade recommendation to help achieve mistake-proof results. The app is also customized for Indian skin tones, with a diverse range of curated looks for users to experiment with virtually.
Alongside the app, the brand has also launched a new, renovated iNOA formula. First launched in 2009, iNOA is the first no-ammonia hair colour available in the market. After 14 years, the brand has reformulated it to be 60% oil-based, utilizing oil’s unique quality to nourish the scalp and deliver high-impact colour leveraging the Oil Delivery System Technology. This oil-powered base adds an element of luxury for a personalized in-salon hair colour experience. The new innovative formula is expected to counter the number one consumer barrier to hair coloration: the fear of hair damage.
To showcase the app and its new formula, L’Oreal Professionnel organized Look and Learn events across cities such as Bengaluru, Mumbai, and Delhi. The event had over 3000 hair professionals in attendance, and Global iNOA Ambassadors demonstrated various hair looks using the all-new iNOA hair colour range. The app is set to change the way consultations for hair colour are conducted, especially for Indian consumers.
Mathilde Barthelemy-Vigier, General Manager of L’Oreal Professionnel India, said, L’Oreal Professionnel has been a pioneer in developing the professional beauty market, investing in groundbreaking research, technological advancements, and innovations. The launch of the new iNOA is our next big step to establishing our vision of providing science-backed innovations and technological breakthroughs.
Meanwhile, L’Oreal Professionnel National Education Head, Shweta Sahni, said the brand continues its commitment to empowering professionals in the hair industry to perform their jobs effortlessly while fostering a creative environment. The brand aims to empower its pros to become champions of their craft, and thus, they will train over 50,000 hairdressers on the new iNOA through Look and Learn events across 50 cities. Additionally, there are plans to update the app, making it locally relevant with looks that complement the Indian consumer’s skin tones, created in-house with hairdressers across the country at the iNOA Recipe Studios.
The newly introduced My Hair (iD) app and iNOA formula could revolutionize and transform the consumer experience and expectations regarding professional, in-salon hair colouration, incorporating clean and personalized beauty, two of India’s emerging trends. The app’s launch represents a significant step towards establishing L’Oreal Professionnel as a leader in the professional beauty market, investing in groundbreaking research, technological advancements, and innovations.
