In a bid to offer ever more subtle, lasting hair colors, Eugène Schueller seeks to develop a solution that is able to penetrate the hair fiber, drawing on a patent registered a few years previously for a group of fast-penetrating dyes known as paradiamines. Imédia enjoys sudden, dazzling success, enhanced by an innovative new packaging solution unveiled in 1931. Schueller breaks the mold by packaging Imédia products in individual doses to enhance safety and comfort for both hair stylists and end customers.