In haircare no one can hear you scream

13 Jun 2012|Cultural Insight Team

L’Oreal’s new hair colour, Inoa, has taken an interesting stance on the science and technology often used to talk about beauty products. Their advert is reminiscent of sci-fi movie trailers – complete with glowing orbs, explosions, strobe lighting, threatening music and a naked woman curled in the foetal position as if she has been birthed from some otherworldly creature. It could almost be the trailer for Prometheus.



Inoa describes itself as “the hair colour of the future” and sells the fact that it is ammonia-free and odourless – this sci-fi aesthetic seems to us a pretty unconventional way to talk about a product being more natural, and it makes us cautious about putting it on our skin. We might go and see the movie though…


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