Loreal 2012 Annual Report Download - page 55

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L’Oréal business began with pro-
fessional hair colour and they remain a
cornerstone in the division’s strategy for
growth. The comfort of the application
and the wide variety of colour possibilities
available in professional salons ensure
customer loyalty and valued service in this
channel.
In 2009, the industry was revolutionised with
the launch of Inoa by L’ORÉAL PROFESSIONNEL,
a breakthrough innovation that lightens
hair by up to three shades and covers up
to 100% of grey hair thanks to an innovative
oil-based formula that is ammonia- and
odour-free. Since then, the division has pur-
sued its new-generation colour offensive
and extended its ODS (Oil Delivery System)
technology to its other two major brands,
REDKEN and MATRIX. Together they offer unri-
valled service in terms of colour quality
and salon experience for the consumer.
Market transformation
The products have met with considerable
success. In 2012, ODS colour helped to
drive the growth of both the division and
the category. The successful launches of
Colorinsider by MATRIX and Chromatics by
REDKEN have added to the success of Inoa
which, three years after coming onto the
market, is continuing to win over hairdressers
and their customers.
NEW-GENERATION
HAIR COLOUR
1. INOA 2
After its initial launch in 2009,
Inoa has kept up its momentum
in 2012 with the new ODS² formula
for simpler and more effective use.
2. COLORINSIDER
With its ODS² colour injection
system, Colorinsider optimises
the colour process.
1
2
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