InoaColor Care, L’Oréal Professionnel’s much-lauded ammonia-free hair color brand, is launching a line of at-home hair care, to be sold at the salons where Inoa is available.

To kick off the launch, Jason Backe, celebrity colorist and ambassador for L’Oréal Professionnel, opened the doors to the Ted Gibson Salon in the Flatiron District last month—a place he likened to his “other home”—for an evening of discussion and celebration.

INOA, which stands for “Innovation No Ammonia,” aims to deliver a coloring process that is both comfortable for all hair and skin types, including clients and colorists with more sensitive skin, Jason said. “Superior” results are thanks to an innovative Oil Delivery System, ODS2, which maximizes permanent coloring action without ammonia.

It makes sense that Inoa would enter the retail realm seeing that the brand has targeted consumers with ads in consumer beauty books—unusual for a pro-only service—in publications such as Vogue and Allure when it launched in 2010.

“Our mission is to extend the Inoa portfolio by increasing our already robust shade portfolio and introducing extension products such as the newly launched InoaColor Care range,” said Christelle Michelet, haircolor marketing manager for L’Oréal Professionnel.

InoaColor Care consists of a shampoo, conditioner and masque and aims to enhance the results of color-treated hair, but especially of those colored with Inoa. The line is offered at 2,500 salons nationwide. Items use argan oil and green tea extract to nourish color-treated hair while extending the color intensity and leaving maximum shine. To further intensify results and protect color, the new L’Oréal Professionnel Mythic Oil Colour Glow Oil, a pre-blow dry and finishing product, can be used as well.

To promote the Inoa franchise, trade and digital ads are running in 2012. Said Christelle, “Advertising initiated during the launch of Inoa has now been focused on digital and trade outlets.” In addition, the brand’s social media strategy including sampling and trial, via the brand’s Facebook fan page, aims to drive consumers to the salon.

Items retail for between $25 for a 5.0 oz of InoaColor Care Sulfate-Free Shampoo to $33 for 6.7 oz InoaColor Care Masque. The Mythic Oil Colour Glow Oil sells for $32.