L’Oréal Professionnel is launching the iNOA Shades Of Red campaign with celebrities from different backgrounds showcasing their shades of red, including Shenaz Treasury, Aishwarya Mohan Raj, a civil engineer, Nimrit Kaur Ahluwalia, a lawyer, Sharanya Iyer, a scuba diver, Gen Z Guru Anushka Hazra, and many others. They all represent the different roles women play in society and the ad campaign celebrates bold women who fearlessly make their decisions and embrace their unique self. With red being the trending hair colour of 2024, this campaign is a start of a revolution to finding your own shade of red.

The new colour panier has 18 shades of red using new age coloring techniques which gives clients a customised colour experience catering to their unique style and personality. Along with this personalised experience, the new collection has an AR filter launched in collaboration with Meta on Instagram with a virtual try-on feature. The filter allows you to try different hair colour shades before deciding on the next hair colour. The My Hair [iD] app, an AI-powered application along with ‘Colour Consultation & Diagnosis’ gives consumers a unique virtual try-on feature before making a decision.