How can the unpleasant aspects of hair bleaching, such as the odor of ammonia, be eliminated? Can hair coloring be done differently? To give women a new sense of comfort and optimal respect for the hair, L'Oréal 's researchers revisited the science of emulsions. They succeeded in developing a process called the Oil Delivery System (ODS) that, by modifying the relationship between the oil phase and water phase, made it possible to replace the ammonia with a gentler odorless alkaline agent, without losing any of the normal qualities of coloring, and actually enhancing them. Inoa by L'Oréal Professional is the first hair coloring to have benefited from this technological driver in 2009. Thanks to the triumphs of formulation, this technology was introduced in 2012 under the name OLIA by Garnier.