What it is: L Oreal Pro INOA Coloration is an ammonia-free permanent hair color product that uses oil-delivery system (ODS² ) technology that delivers the color to the heart of the hair while providing hydration and infinite color intensity. The ultimate in luxury hair color.What it does: INOA permanent hair color lifts up to 3 levels provides optimized scalp comfort during development time provides up to 100% white hair coverage and 50% more shine. The result is a gorgeous color that s vividly bright and appears natural. INOA also leaves hair feeling conditioned with a magnificent color radiance that lasts 6 weeks.What else you need to know: New cutting edge technology in the INOA hair dyes creates a stronger connection for neutralizing blonde shades. Development time 35 minutes. Odorless.