The major REVOLUTIONS WHAT REV LUTIONS CHANGED YOUR LIFE? 2

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100 years of L’Oréal innovation that have revolutionized hair coloring 1909 - 1st hair dyes containing harmless chemical ingredients 1929 - Imédia 1st permanent haircolor 1952 - Régé Colour: 1st direct color 4

100 years of L’Oréal innovation that have revolutionized hair coloring 1978 - Majirel enriched with Ionène G 1986 – DiaColor Gelée Demi-Permanent technology 2004 – Platinium Conditioning Lightening Pastes 5

100 years of L’Oréal development 1920 – Research 3 people dedicated to development 2008 – Patents 628 in 2008 2009 – New Formulas 5000 every year 2009 – Advanced Research 120 molecules synthesized 6

201 … 100 years of L’Oréal innovation Film Reval INOA 100 years of L’Oréal innovation that has revolutionized hairdressing 201 … 7

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Innovation NO Ammonia

DREAM / TECHNOLOGY INOA Revolution TECHN LOGY

TRADITIONAL PERMANENT HAIRCOLOR OUTSIDE OF HAIR Alkaline agents AMMONIA & OXIDANT INSIDE OF HAIR COLORANTS WATER Mixture on the hair (water base) 11

REVOLUTION IN HAIRCOLOR Ammonia Commonly used in Permanent Oxidative Haircolor MEA (Mono Ethanol Amine) Odorless alkaline agent, mainly used in Demi-Permanent Haircolor UNPRECEDENTED SYSTEM

REVOLUTION IN HAIRCOLOR OIL DELIVERY SYSTEM: ODS A breakthrough oil-based delivery system that is based on 2 major features: A high concentration of oil Removal of ammonia The oil becomes the booster for the active ingredients in INOA Traditional System Oil Delivery System WATER OIL * Respects the hair’s natural protective film after 1 and 5 applications.

PERMANENT HAIRCOLOR - ODS Technology (Oil Delivery System) OUTSIDE OF HAIR Alkaline agents: MEA & OXIDANT INSIDE OF HAIR Colorants Oleo-Gel Mixture on the hair (oil base) 14

TECHNOLOGICAL INNOVATION REPLACED AMMONIA WITH MEA at the same level found in demi-permanent haircolor UNCOMPROMISED COMFORT: no odor, optimized scalp comfort SUPREME RESPECT for the hair Respect’s the hair’s natural protective film after 1 and 5 applications. Hair is as smooth as before color was applied*, for a softer touch. New OIL BASE (OLEO-GEL) Propels colorants, MEA and oxidant deep into the cortex of the hair * Laboratory test results after 9 applications 15

Respects the essential amino acids and lipid balance of natural hair.

UNCOMPROMISED COMFORT No Odor Optimized scalp comfort Rapid self-emulsifying mixing Incredible smooth, velvety texture

SUPREME RESPECT FOR THE HAIR* Hair is as smooth as before color was applied,** for a softer touch SUPREME RESPECT FOR THE HAIR* Respects the essential amino acids and lipid balance of natural hair. ** Laboratory tests results after 9 applications

INFINITE HAIRCOLOR POWER WITH A PALETTE OF 49 SHADES Exact and predictable results True neutralizing cool shades and vibrant warm shades Lightens up to 3 levels Exceptionally even color from scalp to ends Coverage of up to 100% white hair

INOA Revolution MIXING

20 or 30-vol Rich Developer Oleo-Gel INOA colorants 3-COMPONENT SYSTEM 20 or 30-vol Rich Developer Oleo-Gel INOA colorants 1000 ml 24 apps. 1000 ml 16 apps. 6 tubes per box 3 applications 22

Oleo-Gel Oil-Based Skin Protecting Agent MIXTURE: 40 grams 3-COMPONENT SYSTEM Oleo-Gel Oil-Based Skin Protecting Agent MIXTURE: 40 grams

2. Surface Perfecting Agent 3-COMPONENT SYSTEM 20 or 30-vol Rich Developer Oil 2. Surface Perfecting Agent 3. Ionène G MIXTURE: 60 grams

Ionène G Selective - It goes into the hair and seeks out negative charges, and neutralizes them to equalize the porosity of the hair Protective – Helps offset daily aggressions such as blow drying, curling, brushing, etc Progressive – Through the emulsion process, with each application the hair becomes stronger and better conditioned. It bonds to the hair for continuous conditioning from retouch to retouch and shampoo after shampoo 25

2. MEA (Mono Ethanol Amine) 3-COMPONENT SYSTEM Inoa colorants Oxidative Hair Dye 2. MEA (Mono Ethanol Amine) 3. Unique Gel Consistency MIXTURE: 2 x 8 gram tubes Advantage: easier to mix two shades and easier to mix a ½ application. Eliminates half-tubes in dispensary.

EASY MIXING 2 tubes Précidoseur 8 g each 60g Rich Oxidant 40g Oleo Gel 27

5 fast, easy mixing No odor EASY MIXING DO NOT MIX WITH A BRUSH – Use the INOA Mixing Tool (Sprush or Whisk) for optimal mixing consistency and results with your INOA application.

Oleo-Gel 1/40 = 2.5% 2 tubes of Inoa color 1/16 = 6.25% Measuring Inaccurately 20 or 30-vol Rich Developer 1/60 = 1.6% Oleo-Gel 1/40 = 2.5% 2 tubes of Inoa color 1/16 = 6.25% 1/40 = 2.5% 1/60 = 1.6% 1/16 = 6.2%

Rich Hollow Color Color 16 g 14 g Measuring Inaccurately 2g Color Missing: 12.5%

PERFECT and PREDICTABLE reflects INOA Revolution PERFECT and PREDICTABLE reflects 31

A WIDE CHOICE OF SHADES blue violet natural gold copper red 9.01 10 cool blondes cool browns natural warm blonde warm browns gold copper red 9.01 10 9.2 9.31 9.3 7.43 5.65 8.1 9.13 9 4.26 8.34 5.5 8.13 8.3 6.46 8 6.1 4.20 8.31 4.65 7.23 7.3 7 7.35 6.45 4.56 7.13 6 7.31 6.3 6.23 5.45 6.34 5 5.3 5.52 6.32 5.4 4 5.35 5.12 4.3 4.45 3 5.32 4.15 1 4.35 32 32

DEPTH TONE CODING SYSTEM Example: 6GV 6.32 Level of color 10 Very light blonde 9 Light blonde 8 Blonde 7 Dark blonde 6 Light Brown 5 4 Dark 3 Darkest 2 Brownish Black 1 N Natural B Blue .1 V Violet .2 G Gold .3 C Copper .4 Rv Red-violet .5 R Red .6 Gr Green .7 DEPTH TONE CODING SYSTEM Example: 6GV 6.32 Level of color Primary tone of color Secondary tone of color *0(N) first indicates no primary tone, only secondary tone ex. 4.04 (4NC) ** 0 in the secondary position indicates intensity ex. 4.40 (4CCC)

DOSING and MIXING INOA Revolution APPLICATI N 34

Easy application due to smooth, velvety texture BENEFITS OF INOA APPLICATION: Easy application due to smooth, velvety texture Stay put application that does not drip Free-hand approach Free-hand painting versus exact placement

Application and Development Time DEVELOPMENT TIME: 35 minutes Application: Mix according to instructions Take fine sections Paint INOA onto the re-growth area starting from the bottom of the quadrant moving toward the top of the head Make sure the color lays flat on the scalp Saturate the top and bottom of each section Development time starts when re-growth application is complete When taking through mid-lengths/ends, do not add water 35 min. 36

TAKE THROUGH (without adding water) Mid-Lengths and Ends TAKE THROUGH (without adding water) CHANGE OF COLOR/FIRST TIME USING INOA = take through immediately/TTI 35 min. COLOR REFRESH = take through half-way through development time/TT15 20 min. 15 min. NOTE: if the hair is very sensitized, take a test strand. NO COLOR CHANGE = take through 5 minutes before end of the development time/TT5 30 min. 5 min. Note: Development time starts when re-growth application is complete. 37

VIRGIN APPLICATION: 2 METHODS 1. Apply to mid-lengths/ends ½ inch off scalp. 2. Mix fresh batch. 3. Apply to scalp area. 4. Process 35 minutes. 2. 20-vol 1. 20-volume 20/30 METHOD 1. Apply to mid-lengths/ends ½ inch off the scalp using 30-volume Rich Developer. 2. Apply to scalp area using 20-volume Rich Developer. 3 .Process for 35 minutes. 2. 20-vol. 1. 30-volume 38

FORMULATING FOR WHITE HAIR Covering White FORMULATING FOR WHITE HAIR Up to 70% 2 tubes of the target shade Over 70% 1 tube of the target shade 1 tube of the natural shade at the same level On Mid-Lengths/Ends: Target shade only Start in the whitest areas

Last 2 – 3 minutes of processing time: Massage without adding water Removal & Rinsing EMULSION & RINSING Last 2 – 3 minutes of processing time: Massage without adding water Gently loosen the color from the scalp, mid-lengths and ends of the hair Use the flat part of the end of fingers When the color is completely loose, add a small amount of lukewarm water to continue the emulsion * After emulsifying rinse thoroughly until the water runs clear. While rinsing, you will see a milky white film When this film is gone, the rinsing is complete Shampoo twice with INOA Post Shampoo *Cold or very hot water can repel off INOA color and may leave a trace of oil in the hair 40

Optimizes the action of Ionène G in L‘Oréal Professionnel haircolor REMOVAL AND RINSING BENEFITS OF INOA SHAMPOO: Shampoo twice Optimizes the action of Ionène G in L‘Oréal Professionnel haircolor Eliminates traces of oxidation Neutralizes residual alkalinity and restores hair's normal pH Cleanses hair gently and completely 41

COLOR IN (Pre-coloration) METHOD 1: TO DARKEN 3 LEVELS OR MORE OR ON VERY SENSITIZED HAIR Choose relevant pre-coloration shade. Mix with Oleo Gel and Rich Developer. Apply to lightened sensitized areas. Develop for between 1-25 minutes according to pre-coloration chart. Emulsify (dry and wet), rinse, shampoo and dry the hair. 1 – 25 minutes Apply target shade to the re-growth area. Set timer for 35 minutes. Take through immediately (TTI). Emulsify (dry and wet), rinse, shampoo and dry the hair. 35 minutes

Color In (Precoloration) 8.34 8.3 6.46 10 – 20 minutes 15 – 25 minutes 6.34 1 – 10 minutes   (Warms, Copper, Red-Violet, Red) (Cools, Ashes (.1, .2, .7), Naturals Gold) Underlying Pigment Warm Time Cool Target Level Color In (Precoloration) Red 1 Black 2 Brown-Black 3 Darkest Brown 4 Dark Brown 5 Brown Red-Orange 6 Light Brown Orange 7 Dark Blonde Orange Yellow 8 Blonde Yellow 9 Light Blonde 4.56

COLOR IN (Pre-coloration) METHOD 2: TO DARKEN 2 LEVELS ON SENSITIZED HAIR Apply target shade to re-growth area. Set timer for 35 minutes. For mid-lengths/ends, mix 1 tube of a .3 on a darker level + 1 tube of the target shade EX: target shade 6.45 Re-growth: 6.45 Mid-lengths/Ends: 1 tube 6.45 + 1 tube 5.3 Take through immediately (TTI). Emulsify (dry and wet), rinse, shampoo and dry the hair. + .3 on darker level NOTE: this method is simple and easy, but not as predictable and technical

MIX COLORANT + OLEO GEL + Rich Developer HEALTH AND SAFETY MIX COLORANT + OLEO GEL + Rich Developer WHAT SHADE TO CONDUCT THE TEST? If you know the target shade, use that shade for the skin allergy test. If you do not know the target shade, use the darkest shade (1 to 3) in INOA. SKIN ALLERGY TEST

HEALTH AND SAFETY Skin Allergy Test 46

HEALTH AND SAFETY Skin Allergy Test 48H SKIN ALLERGY TEST 47

10 KEY STEPS WITH INOA EXCEL WITH VERY IMPORTANT: A skin allergy must be completed 48 hours before each INOA application ESSENTIAL: The INOA mixing consists of 3 products, not 2. - One application = 40g Oleo Gel + 60g Rich Developer + 2 – 8g tubes of INOA haircolor (totaling 16g of colorant) DO NOT MIX WITH A BRUSH – Use the INOA Mixing Tool (Sprush or whisk) provided in your introductory PPK for optimal mixing consistency and results with your INOA application. CAUTION: One application contains 16g of haircolor (2 – 8g tubes), EVERY GRAM COUNTS! Make sure you empty the entire contents of the 2 tubes. RECOMMENDED: Use the measuring tool (INOA Doser) maximum precision in your mixing.

10 KEY STEPS WITH INOA EXCEL WITH NOTE: Mix with the INOA Sprush for best mixing results. FOR ONE APPLICATION: Using the INOA Doser, measure 1.4oz/40g Oleo Gel + 2.1oz/60g Rich Devloper. Empty mixture into a bowl. Add 2 tubes (0.56oz/16g) of INOA haircolor (2X0.28oz / 2x8g) into bowl Mix the products together with the INOA Sprush until a rich, creamy consistent texture is obtained. DO NOT MIX WITH A BRUSH: An INOA Sprush has been provided in all prepacks to mix the 3-components system together. The INOA Sprush is requited to achieve optimal mixing consistency and result with your clients application.

10 KEY STEPS WITH INOA EXCEL WITH WARNING: Never substitute INOA Rich Developer with another developer COVERING HIGH PERCENTAGES OF WHITE HAIR: Always use 1 tube of target shade + 1 tube natural shade at the same level. Never mix with a gold shade. Mix with a natural shade only for 70% and over white hair. Always leave on for the recommended development time of 35 minutes BE CAREFUL: When applying INOA, spread INOA onto the re-growth area rather then placing the color IMPORTANT: DO NOT ADD WATER to your mixture to take through the mid-lengths and ends

10 KEY STEPS WITH INOA EXCEL WITH CRUCIAL: Gently dry emulsify without adding water to loosen the color off the scalp RECOMMENDED: Following application (and development time), shampoo twice using INOA Post Shampoo

BENEFITS OF INOA HAIRCOLOR EASY MIXING Easy to mix two shades Easy to facilitate ½ application NO ODOR 3. OPTIMIZED SCALP COMFORT 4. FREEHAND APPROACH Free-hand painting versus exact placement 5. 2X THE LIPID PROTECTION TO HAIR* 6. INFINITE HAIRCOLOR POWER Exact and predictable results Lightens up to 3 levels Exceptionally even from scalp to ends Coverage of up to 100% white hair * Compared to our leading professional permanent haircolor in the world. Respects the hair’s natural protective film after 1 and 5 applications.

INOA Revolution Workshop 53

What are the advantages for hairdressers? SUCCESS WITH What are the advantages for hairdressers? Exact and predictable results without ammonia = new clients 2X more lipid protection to the hair = new clients Easy and quick application No odor = health and safety for hairdressers and clients Optimized scalp comfort = new clients with sensitive scalps How can attract new clients? The offer of ammonia-free haircolor Clients with no color that are concerned with coloring their hair The promise of optimized scalp comfort Who is the right client for ? EVERYONE Anyone that doesn’t like the smell of ammonia People that experience scalp discomfort from haircolor Clients that desire ammonia-free haircolor 54

INOA Revolution Q&A 55

CLASSES EDUCATION OFFERING INOA Revolution* 3 – 3.5 hours 45 minute product education 1.5 hours hands-on models 20 minute model review 30 minute Success points, Q & A In-salon support days Gold, Platinum or Black 1 - 2 days for proper use Top conquest salons 2 – 3 days formulation and usage 1 hour Q & A session* Platinum and Black salons Conquest Other salons having usage issues *It is mandatory that each salon has an In-salon intro class with their entire staff. Smaller salons can be clustered together at a host salon for training the class format does not change for this training. 56

STORE EDUCATION OFFERINGS CLASSES STORE EDUCATION OFFERINGS INOA Revolution* 2.5 – 3 hours 1 hour product education 1 hours hands-on mannequins 4 people to 1 mannequin Each will do a ¼ panel Each will do dry emulsification Mannequin dried to show that there in no oil left 30 minute Success points, Q & A 1 hour Q & A session* 1 session offered after or between cluster classes in store *It is mandatory anyone purchasing INOA has completed the INOA Revolution class. Store classes are intended for independent stylists or stylists from salons that want additional training on INOA 57

MODEL PROCEDURES All models have to be patch tested 48 hours prior to application of color. If the class is half head against Majirel, you will patch test with Majirel. If only INOA is going to be used on the hair, you will patch test with INOA. Model release forms and if patch testing with INOA, a set of patch test spoons, Oléo Gel, Rich Oxidant and INOA colorants must be given to the salon. These forms should be hand delivered well in advance to the person that will be conducting the patch tests. You have to explain to them exactly what has to be done. If it you cannot deliver them in person, then send them and arrange a phone call with the person to ensure they clearly understand what has to be done. 58

INOA TRAINING MODEL REQUIREMENTS: MODEL PROCEDURES INOA TRAINING MODEL REQUIREMENTS: INOA TRAINING MODEL REQUIREMENTS: As always if models DO NOT meet the requirements, talk to the person that arranged the models for you and explain why you have to turn this model away. DO NOT do models that you will not have successful results. Hair no longer than shoulder length Models can have previously colored or virgin hair Hair that does not have bands NO corrective color There should not only be white coverage models Models that do not meet the requirements will be turned away For existing Majirel salons, all models will be half head INOA vs. Majirel. If it is a conquest salon, the entire head will be INOA. There should be one model for every 2 - 3 people attending. 59

MODEL PROCEDURES THE HAIR Natural level 3 or 4 that are at least a level 5 on the ends Natural level 5 that are at least level 6 on the ends   Natural level 6 that are at least level 7 on the ends Natural level 7 that are at least level 8 on the ends Natural level 7 or high percentages of white with level 9/10 on the mids/ends and would like to be a light neutral or ash blonde (9, 9.13) Double tone red models have be a level and a half lighter on the ends 60

DEMONSTRATE THE INOA APPLICATION MODEL PROCEDURES TARGET COLORS COLORS TO BE USED IN CLASSES 6.1 5 5.32** 6.3 8.13** 6 6.32** 7.3 9.13** 7** 7.31 6.46** 3 8** 8.34 4.65** 4 9** 5.3** 5.5** ** Are focus colors 5.56** INOA APPLICATION: All models will be ½ head vs. Majirel. Conquest salons will we whole head INOA A section of hair should be left out just under the occipital bone, which is called the control piece. This will ensure that when the application is complete, the natural level and color on the mid-lengths/end can be compared to the finished results. DEMONSTRATE THE INOA APPLICATION 61