L’Oréal Unveils Its Latest Hair Innovations From Virtual Hair Colour Try-Ons To Products That Rebuild Hair Molecular Structure

By Karmen on 23 Jul 2024

Digital Editor

Has severe RBF but is fairly jolly and carefree on the inside. Degree of life satisfaction is heavily influenced by food.

Does beautiful hair make the woman (or man)? Ask those who have gone from drab, damaged locks to a healthy mane in a cut and colour that makes them pop, and you'll hear a resounding 'yes'! Thankfully, the haircare industry is constantly churning out new technology and cutting-edge products that help make every day a good hair day. Leading the way is L'Oréal as they unveiled a new colour try-on app, hair-repairing products and ammonia-free hair dye at the L'Oréal Professionnel Hair Show.

Held in July, the event showcased not just the latest creations but also a runway show featuring 39 unique hair looks on live models. We had a chat with Mr. Aby George Philip, General Manager of L'Oreal Professional Products Division in Malaysia & Singapore, to find out more about L'Oréal Professionnel's new innovations. "L'oreal has taken the leadership in integrating the technology along with products and services," he shares.

MyHair [iD] - Virtual Hair Colour Try-On

Photo from GirlStyle SingaporePermanent hair dye is quite a commitment, and often, it's not possible to visualise what a colour from a hair dye swatch book would actually look on your head. Cue the new MyHair [iD] app, a virtual diagnosis and hair colour try-on.

This might remind you of Instagram filters, but it's much more than that. This tool takes into account your current hair colour and condition so it more accurately reflects how each colour will turn out on your hair. There's a vast library of colours to try on virtually so you can find out which shade suits you best before making the big jump.

Hairstylists in salons will also be using this app! As Mr. Aby George Philip states, "the overall conversation changes" between customer and hairstylist, and people are able to really hone in on the right shade for them.

Download the MyHair [iD] app on Google Play or Apple Store.

iNOA Hair Colour - Ammonia-Free Formula

Photo from GirlStyle Singapore

Hair dye is typically synonymous with hair damage and an unpleasant smell that takes days to get rid of. Well, that's a thing of the past now as L'Oréal Professionnel has created iNOA, a certified vegan hair dye that has zero ammonia, the harsh and pungent ingredient present in most hair dyes.

Not only is iNOA's formula ammonia-free and odourless, it's also made of 60% oil which leaves dyed hair looking glossy and healthy. The no-drip texture is noob-friendly and just about any ordinary Joe can get the dye job done quickly and easily.

iNOA's 96 shades are categorised into ten tonal families which are fully intermixable so to create specific colours. Each dye leaves the hair with high impact colour and a shine boost. Those with white or greying hair will find that iNOA Black Abyss covers up to 100% of it with long-lasting and high impact colour. Never boring, the 10 shades in this family have sophisticated hints of colour from reds and browns to the more funky greens and purples.

Absolut Repair Molecular - Advanced haircare line that rebuilds hair's molecular structure

Photo from GirlStyle Singapore

We can all spot damaged hair - split ends, dryness, stiffness, and so on. The hair strands' molecular structure is composed of peptides, and when it's compromised, the hair weakens and shows these signs of damage. This state is almost irreversible as most peptides are too big to be re-injected into the hair fibre.

But for the first time, L'Oréal Advanced Research has managed to decompose peptides so their components are small enough to be injected separately into the hair fibre. Once inside, they reform and rebuild the molecular structure of the hair!

The new Absolut Repair Molecular haircare line is powered by this very technology. The Shampoo ($50), Rinse-Off Serum ($50) and Leave In-Mask ($46) are all formulated with Peptides bonder + 5 Amino acid that repairs hair macro-molecular structure. After washing and conditioning the hair with this 3-step line, the hair is strengthened, with improved elasticity, movement and smoothness. Mr. Aby George Philip shares, "One of the strongest claims is that it can repair two years of damage in one sitting."