L’Oréal Professionnel recently celebrated iNOA’s latest formulation and hair tech with the biggest hair show event of the year at Kuala Lumpur Convention Centre. The brand’s first-ever cross-country hair show between Malaysia and Singapore, the event boasted 2,000 invited guests at KL Convention Centre, Malaysia; a live watch party in Singapore; as well as a livestream via ACCESS, L’Oreal’s online learning hub for salon professionals.
It was also L’Oréal Professionnel’s first time joining forces with 6 Malaysian & 3 Singaporean L’Oréal Professionnel Artistic Ambassadors; as well as 4 Malaysian iD Artists with 48 Live models who showcased the many inspirations of iNOA hair coloration.
The show had three concepts to capture the inspiration and endless exploration of hair color and styles:
• Urban Rebel: The opening show was presented by the iD Artists, and combined elements of streetwear, punk and grunge to create a bold and edgy street fashion style.
• Dark Enigma: A concept that revolved around an edgy and captivating fashion aesthetic that celebrated the power of the colour black.
• Futuristic Fusion: The finalé concept was presented via a Live Hair Show by the Artistic Ambassadors, which explored a fashion aesthetic that combined elements of futurism, technology, and innovation. It included elements of mystery, rebellion and sophistication to create a visually striking and enigmatic style.
Throughout the event, guests were able to learn and experience first-hand L’Oréal Professionnel’s goals in pioneering a beauty hair tech brand; together with its sustainability and community efforts.
Key Highlights Of L’Oréal Professionnel iNOA’s Hair Color Range:
- Exclusively-patented ODS (Oil Delivery System) technology
- Vegan formula
- 60 new shades giving you infinite color possibilities.
- Up to 100% grey coverage and visibly-improved hair quality where hair is 48% shinier.
- Wudhu-friendly
