Beat brassiness with inoa blonde resist

INOA prides itself on being at the forefront of colour innovation, delivering a permanent hair colour service without ammonia and enriched with oils. Now INOA is extending the lifetime of your clients cool blonde, with a new high-resistance technology. Introducing INOA Blonde Resist, this patented formula stabilises and preserves the cool reflects to the inside of the hair fibre, resulting in an anti-brassy blonde that lasts up to 8.5 weeks*. The end result? A cool, natural looking blonde, full of depth and dimension. How does it work? The cool reflects in a colourant are much more unstable than others and external aggressors such as brushing and straightening can remove cool reflects quicker than warm ones which are much more stable and resistant to oxygen and fade. The formula used in INOA Blonde Resist has an additional high-resist module. This connects to the traditional colourant within the hair follicle and forms a larger, multi-dimensional colour bond. The high-resist colourant gives stability to the cool reflect and anchors into the hair fibre to give a long-lasting cool finish. Not only that, but hair feels better conditioned*, more radiant and shiny than before application. The Blond Resist pallet consists of 6 new beautiful cool beige shades, enhanced with subtle cool reflects, these luxury neutralized shades are ideal for anyone who wants to achieve baby blonde tones. Get the look Fronting the INOA Blonde Resist launch is the beautiful Camille Rowe. Adorning covers of the best selling glossy magazines Camille is the perfect ambassador for INOA Blonde Resist. Her cool look is perfect for those clients that are looking for a multi-tonal, permanent cool blonde that will stay anti-brassy until their next appointment. Camille is wearing INOA Blonde Resist 8.21 on the root area, blurring down into panels of INOA Blonde Resist 10.23 and pre-lightener. We would recommend the ammonia-free Blond Studio Platinium paste. Step 1 For the style, comb a walnut sized amount of Dual Stylers Liss & Pump-Up through freshly shampooed, towel dried hair. This will add volume to the hair but also give a smooth, frizz-free finish. Blow-dry the roots to 80% dry. Place the hair into a side parting. Then taking small sections, blow-dry the mid-lengths creating a soft wave. Step 2 Finally spray with 60s Babe Wild Stylers for texture and volume.