L’Oréal Professionnel Launches ‘My Hair [iD]’
An AI powered Virtual Tool & Advanced iNOA Colour Formulation
L’Oréal Professionnel‘s colour brand iNOA recently had a re-launch that was accompanied by look and learn seminars by the Global Colour Director Berni Ottjes across Bengaluru, Mumbai, and Delhi. The event was attended by 3000+ hairdressers. Mathilde Barthélemy-Vigier, General Manager – L’Oréal Professionnel India, said on this occasion, “L’Oréal 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. While we have improved the formula for an improved sensorial experience for the consumers, iNOA is truly now at the forefront of tech with the launch of an all-new hair color diagnosis & consultation app – My Hair [iD]. The app will change the way we consult for color, empowering our Pros with tech that truly elevates them & the consumers.”
Launched in 2009, iNOA is the first no-ammonia professional hair color in the market and now, after 14 years, iNOA has been reformulated becoming 60% oil-based which utilizes the unique quality of oil to nourish the scalp and whilst simultaneously promising high impact color – leveraging the Oil Delivery System Technology. The brand therefore attempts to counter the biggest fear/ barrier to hair coloration in the mind of the consumer and that is the fear of hair damage. L’Oréal has been a market leader in embracing Tech and the simultaneous launch of My Hair [iD] – the newest hair color diagnosis app, L’Oréal Professionnel continues the trend. It takes bespoke consultation to the next level and will debut in premier salons across India.
The app designed by Modiface Technology, tackles the unpredictability of hair color results, making it easier for the colorists to provide a detailed consultation to their clients. Users can virtually try an assortment of colors, empowering them to experiment before committing to any hair color transformation. Customized for Indian skin tones with a diverse range of curated looks, the My Hair [iD] tool works towards providing the most interactive color consultation for its clients. The tool offers a five-step diagnosis which covers a percentage of gray hair, type of coverage expected, the pace of hair regrowth, length shade and the hair reflect. Post this, the app recommends a personalized shade recipe which aids the colorist for mistake-proof results. This app makes the hair color result highly predictable, allowing the hair experts to demonstrate their expertise and experience.
“L’Oréal Professionnel has always strived to empower and elevate the skills of hairdressers. With the introduction of My Hair [iD], the brand continues its commitment to enabling professionals in the hair industry to perform their jobs effortlessly while fostering a creative environment. This AI-powered tool revolutionizes the diagnosis into a more scientific and technology-driven approach. Our primary focus remains on empowering an increasing number of enthusiastic hairdressers. To achieve this, we will be organizing L’Oréal Professionnel ‘Look n Learns’ across 50 cities, where over 50,000 hairdressers will be trained on the new iNOA. Through these initiatives, we aim to empower our Pros to become champions of their craft. More so, we are looking to update the app & make it locally relevant with looks that complement the Indian consumer’s skin tones; created in-house with our hairdressers across the country at the iNOA Recipe Studios!” shares Shweta Sahni, National Education Head – L’Oréal Professionnel.
Aditi Anand, General Manager Marketing – L’Oréal Professionnel India further added, “Clean and personalized beauty are the top two emerging trends in India. With the new INOA launch, we are not just elevating but transforming the consumer experience and expectations with professional in -salon coloration.
INOA is our biggest launch of this year in the professional hair color category, and we will support maximum amplification through a 360-marketing push across all consumer touch points like Digital, Influencers, Outdoors, L’Oréal partner salons and more.”