1.How is IGORA ZERO AMM setting new standards in ammonia-free hair colour?
Hair stylists’ favourite, Essensity, has transitioned to IGORA ZERO AMM, bringing with it an advanced, ammonia-free formula. This new product marks the evolution from the beloved ESSENSITY line, known for its ammonia-free formulation, to a more advanced and innovative solution. IGORA Zero Amm is the latest addition to the renowned IGORA family, celebrated for its exceptional performance and cutting-edge technology.
IGORA ZERO AMM features an advanced, ammonia-free formula that sets a new standard in hair color. As part of the esteemed IGORA Masterbrand, it delivers up to 100% white hair coverage, ensuring rich, long-lasting color while providing intense care for stunning results. With 21 exciting shades and no need for a dedicated developer, this range not only offers endless possibilities but also allows salons to save valuable space without compromising quality or creativity.
What truly makes IGORA ZERO AMM revolutionary is its innovative Phytolipid technology. This cutting-edge formulation enhances the overall health of the hair, ensuring that color is not just vibrant but also nourishing. Schwarzkopf Professional is constantly pushing the boundaries of innovation to deliver the best products for hair artists. With IGORA ZERO AMM, stylists can confidently achieve exceptional results while prioritising hair health and integrity.
2.How does IGORA ZERO AMM stand out as compared to other similar products?
IGORA ZERO AMM stands out among ammonia-free products thanks to its advanced Phytolipid technology, which not only delivers vibrant color but also nourishes and protects the hair. This innovative formulation enhances moisture retention and strengthens hair structure, ensuring up to 100% white hair coverage while providing rich, long-lasting results without compromising hair health. With 21 exciting shades and no need for a dedicated developer, IGORA ZERO AMM offers exceptional versatility and helps salons save valuable space.
In addition to its high performance, IGORA ZERO AMM is committed to sustainability. Its eco-friendly packaging includes tubes made from 100% recycled aluminium, folding boxes with 92% recycled cardboard, and caps crafted from 100% recycled plastic, ensuring outstanding hair color services while minimising the ecological footprint.
What sets IGORA ZERO AMM apart from competitors is its ability to combine intense care with high performance, allowing stylists to achieve stunning results without sacrificing quality. As part of the renowned IGORA Masterbrand, it reinforces credibility and commitment to excellence, making it the top choice for hair professionals seeking reliable and innovative ammonia-free coloring solutions.
3.How does your promise “Harness the power of Zero” hold good with IGORA ZERO AMM?
IGORA ZERO AMM enables color services without compromise, blending superior performance with an ammonia-free formulation for rich, natural-looking, and long-lasting results. The absence of ammonia doesn’t mean sacrificing quality from either the hair artist’s or the client’s perspective. IGORA ZERO AMM delivers up to 100% white coverage along with improved lift, neutralization, and color direction, resulting in true-to-tone and vibrant color outcomes while nourishing the hair.
Thanks to the revolutionary Phytolipid technology, clients can expect stunning, natural-looking color. Additionally, they’ll enjoy nourished and shiny hair, ensuring peace of mind about the health of their locks.
With an assortment of 21 shades, including 6 new ones, the IGORA Zero Amm range provides endless opportunities to create personalised looks for your clients, all while ensuring a comfortable salon experience. Zero ammonia doesn’t mean limitations in creativity; hair artists can now craft versatile styles with these new shades, ranging from vibrant reds and caramel browns to ash beige and blondes.
Zero Ammonia. Zero Compromise. Zero Worries.
4.What is your marketing strategy to promote IGORA ZERO AMM and increase sales?
A comprehensive 360 marketing campaign will launch, from salon and hairdresser training to mass consumer awareness, featuring our hair muse Mira Kapoor and educational content on color services. This initiative will create significant visibility through fashion, trade, and print media, while rich educational content on our website will provide valuable resources.
A prelaunch event provided top hair artists in India with an exclusive preview of IGORA ZERO AMM, allowing them to test the product and create stunning looks. This hands-on experience set the stage for a successful launch. Following this, impactful collaborations with leading platforms and top hair artists will further amplify the campaign.
