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L’Oreal have thier new permanent colour system coming in full throttle whether we like it or not - we being both the professionals and consumers. There seems to be a mixed reaction on both sides, but I personally have found more people not loving it than the other.
So why betrayal? Its main marketing angle is that it is ammonia free. Perhaps using peoples general misunderstanding of chemistry to their advantage, but rumours also state that they specifically say that the “colour” is ammonia free… not any of the other parts used in the colouring process.
So upon hearing ripples of these rumours hitting my ears for not the first time I thought I would go and check this out. Indeed on the label of the Oleo gel developer and the colour post SHAMPOO the no.5 ingredient is ammonium hydroxide.
The difference between these to chemicals (as in ammonia vs ammonium hydroxide) is purely that the later is combined with water to make it easier to use as true ammonia is a gas.
The betrayal is to the loyal consumers to don’t get to read the ingredient labels and have to rely in hairdressers who have been misinformed and slyly uneducated by on of the beauty industries major players. No one salon could stand against that, and thus we must endure.
A result of this is however that the salon I work with will never again stock L’Oreal.
Already I feel the wound of this lie healing itself.