One of the splashiest stages at ABS was L’Oreal Professionnel’s. The company launched its new INOA color system with a bevy of models wearing spectacularly decorous headwear, including flowers, feathers and butterflies. The sizable crowd gathered around the stage gawked at the beautiful, colorful display.

INOA is a revolutionary new ammonia-free permanent hair color, which contains an odorless alkaline agent called MEA (monoethanolamine”> that replaces ammonia. “It’s more conditioning for the hair and scalp,” says Ron King, L’Oreal Professionnel spokesperson and owner of Bo Salon in Austin, Texas. “It’s like a treatment for the hair,” he says.

Click here for more information about INOA.