June 2008 - MATRIX INSPIRES 2,000 STYLISTS "TO C.R.A.FT. YOUR WORLD" AT MATRIX DESTINATION

On June 1-3 Matrix hosted more than 2,000 salon owners, stylists and business partners for the most-anticipated salon professional educational event of the year in Las Vegas. Top stylists from around the world were challenged to elevate their inspiration and break new grounds with 3 days of progressive education from the most accomplished and creative innovators in the haircare and beauty world, plus networking opportunities and entertaining events.

Through an intimate, 360 degree, approach to education, stylists attended five unique classes where the focus was centered on fulfilling their professional needs in a personalized way through interactive education with individualized attention. With a staff to attendee ratio of 1:3, Destination attendees were immediately welcomed to the Matrix family.

View Coverage

June 2008 - Biolage Gives Back At The Elizabeth Glaser Pediatric AIDS Foundation a Time For Heroes' Celebrity Carnival

On June 8, 2008 Biolage joined the Elizabeth Glaser Pediatric AIDS Foundation and other supporters for the Foundation’s 19th annual A Time For Heroes Celebrity Carnival in Los Angeles. On a beautiful sunny day in Brentwood on the Wadsworth Theater Grounds, families came together to hang with some of Hollywood’s hottest stars, listen to great music along with a live performance by the Cheetah Girls, play old-fashioned carnival games, and enjoy a banquet of unbelievable food — all to support the fight against pediatric HIV/AIDS.

At Biolage’s botanical oasis, kids and parents decorated Biolage logo potted Bamboo plants with fun stickers and enjoyed Mango and Lime slushies. Also lending a helping hand and their support at the Biolage booth were celebrity “heroes” Lauren Conrad, Whitney Port and Lauren Bosworth – “The Hills” and Khloe Kardashian and Kylie and Kendall Jenner-“Keeping Up With the Kardashians”.

Other Celebrity “heroes” in LA included Oscar winner Robin Williams, Joel Madden- Good Charlotte, Nicole Richie- The Simple Life, David Arquette- Ye Olde Times, Courtney Cox Arquette- Dirt, Marcia Cross- Desperate Housewives, Zach Quinto – Heroes, Lance Bass – NSYNC, Bruce Jenner – Olympic Gold Medalist and Keeping Up With The Kardashians,  Zachary Levi –Chuck, Tori Spelling- 90210, Billy Bush- Access Hollywood, and Denise Richards- Denise Richards: It’s Complicated.

A Time for Heroes is one of the Foundation's most successful events, raising more than $25 million in its history to support the foundation’s work to prevent pediatric HIV infection and to eradicate pediatric AIDS through research, advocacy, and prevention and treatment programs.

View Coverage

Contact Information:
MATRIX PUBLIC RELATIONS
Natalie Navarre at 212.973.5257

April 2008 - BIOLAGE JOINS THE FIGHT AGAINST GLOBAL WARMING...

Get Salon Beautiful and Give Back With Six New Limited Edition Gift Sets

Every year, the average American emits approximately 20 tons of carbon dioxide – hardly a small amount of damage to the environment.  By planting trees to offset or “zero out” carbon dioxide emissions, Go Zero – an initiative of The Conservation Fund – is working hard to restore wildlife habitats, provide recreational space and vastly improve water and air quality.  Now, Biolage is making it easy to celebrate natural beauty inside and out…

Get gorgeous and support Go Zero with BIOLAGE and The Conservation Fund’s limited-edition haircare gift sets available at salons nationwide starting in April 2008.  BIOLAGE has joined Go Zero in its efforts to combat global warming and now consumers everywhere can too – just by going to the salon.

BIOLAGE gift sets are 100% recyclable and produced using natural fibers that are energy efficient and carbon friendly.  Each set contains a shampoo and conditioner and a free 8.5 oz limited-edition Biolage Hydrating Body Balm.  For each gift set sold, Biolage will donate a portion of the proceeds to The Conservation Fund’s Go Zero campaign.

To generate additional support for the case, consumers can visit conservationfund.org to make their own Go Zero donations.  For every $5 donated, one native tree is planted to offset carbon dioxide emissions.

Since 2000, Go Zero has restored nearly 20,000 acres and planted more than 8 million trees, capturing an estimated 9.5 million tons of carbon dioxide equivalent from the atmosphere.  Just one tree can trap more than one ton of carbon dioxide equivalent from the atmosphere – enough to offset the emissions from a road trip from Maine to California.

Help save the environment one tree at a time. Visit matrix.com or conservationfund.org to GO ZERO.

Price: $26.00 (for each set), available at hair salons nationwide.  To locate a Biolage salon, please log onto www.biolage.com or call 1.800.6.MATRIX.  Please note, Biolage professional hair care products can only be guaranteed authentic when purchased from salons.  We request that you do not credit drugstores, “beauty websites” or other unauthorized retailers.  For further information, please contact us using the information below.

MATRIX, the leading professional haircare and hair color company in the United States, is part of L'Oreal USA's Professional Products Division. Founded in 1980, MATRIX is committed to the development of the salon professional and offers a wide range of hair care, hair color and hair texturizing products including: Biolage, Vavoom, Sleek.look, Amplify, Shade Memory, Matrix Men, ColorSync and SoColor. MATRIX professional products are available only in salons.

For additional information, please contact
Kim Kulik at ALISON BROD PUBLIC RELATIONS at 212.230.1800
or Natalie Navarre at 212.973.5257
at MATRIX PUBLIC RELATIONS.

April 2008 - SHAPE UP & SWITCH OUT

Flex Your Style with Two NEW Shapemaker Shaping Sprays
and Switch Flicks from VAVOOM

From stilettos and skinny jeans to flirty dresses, your look changes from day to day, so why should your hairstyle be locked into place? Now, VAVOOM is launching three new styling essentials that allow your hairstyle to change as frequently as your wardrobe does.

TWO NEW VAVOOM SHAPEMAKER SHAPING SPRAYS stretch the limits of re-workability with an ultra-touchable formula that leaves hair soft with brilliant shine. New patent pending Rapid Reshape Technology combines a silicone with negatively charged anionic resin for a strong but flexible hold that sprays on ultra-clean and dries in seconds so you can style and re-style without stickiness or flaking. VAVOOM SHAPEMAKER SHAPING SPRAYS feature an extra fine mist with super hi shine that’s radiant, never dull. The humidity-resistant formula ensures that your hairstyle will never fall flat, no matter what look you want to achieve. With two NEW working sprays and two hold levels to choose from, there is a VAVOOM SHAPEMAKER SHAPING SPRAY for everyone and for every hairstyle.

If you’re looking to add an edge to your hairstyle, NEW SWITCH FLICKS is a versatile styler that acts like a wax on dry hair to create separated, fractured, defined effects.  And that's not all ... on wet hair SWITCH FLICKS acts like a gel that can be used to mold or sculpt with soft control.  SWITCH FLICKS is weightless so it can be reapplied throughout the day to create any desired effect.

VAVOOM’S NEW must-haves for the latest in shine enhancing hold and flexible styling include:

• VAVOOM SHAPEMAKER SHAPING SPRAY Medium Hold
  Suggested Retail Price:  $15.00, 11.3 oz
• VAVOOM SHAPEMAKER SHAPING SPRAY Extra Hold
  Suggested Retail Price:  $15.00, 11.3 oz
• VAVOOM SWITCH FLICKS
  Suggested Retail Price:  $16.00, 3.4 oz

VAVOOM SHAPEMAKER SHAPING SPRAYS and SWITCH FLICKS will be available in salons in August/September 2008.  To locate a VAVOOM salon please call 1.800.6.MATRIX or log onto www.matrix.com. . Please note, VAVOOM professional hair care products can only be guaranteed authentic when purchased from salons.  We request that you do not credit drugstores, “beauty websites” or other unauthorized retailers.  For further information, please contact us using the information below.

MATRIX, the leading professional hair care and hair color company in the United States, is part of L'Oreal USA's Professional Products Division. Founded in 1980, MATRIX is committed to the development of the salon professional and offers a wide range of hair care, hair color and hair texturizing products including: Biolage, Vavoom, Sleek.look, Amplify, Shade Memory, Matrix Men, ColorSync and SoColor. MATRIX professional products are available only in salons.
 
For additional information, please contact Kim Kulik  at ALISON BROD PUBLIC RELATIONS
at 212.230.1800, or Natalie Navarre at MATRIX at 212.973.5257.

April 2008 - STRENGTHEN YOUR STYLE SAAVY

Biolage Introduces Five New All-Star Styling Products

Everyone knows that the perfect hairstyle starts with the products you use to achieve it, so Biolage has created five new hairstylist-approved styling products.  These professional tools will help empower men and women everywhere to achieve salon-styles at home.  Your hair won’t just look great – New STRONGStem technology helps to strengthen hair from the inside out; repairing damage so the hair is in optimal condition for the most professional-looking results.  STRONGStem technology contains reconstructive ceramides, strengthening macro-lipids (a natural part of the hair’s structure) and strong-cling polymers to fill in the hair’s weak spots and actually rebuild them.  The ability to strengthen and protect the hair is especially important when it comes to styling products, since it is during daily styling that most people tend to damage their hair via the use of harsh heat tools.   Key ingredients include Akebia Vine and sugarcane for resiliency and flexible hold so you can be confident that your stylers are working with you – not against you.

The new BIOLAGE STYLING products boast a stronger hold to lock styles in place with lasting aerial support and a medium-to-firm, yet flexible hold.  With a combination of natural botanicals to build hair up to its healthiest state, they are unlike many of the professional stylers on the market today. 

How many products does it take to get the latest looks that we all covet?  Research shows that women use an average of three different styling products to create their desired style, so the new BIOLAGE STYLING range which features EmulsiFusion techniques has everything stylists and consumers alike need to create versatile looks with these stronger hold products:

• NEW Molding Soufflé ($14.00/4.2 oz) – This medium-hold soufflé contains STRONGStem technology and has a unique consistency for flexible control that makes it ideal for reworkable styles with shape and texture, with heat protection
• NEW Volumizing Whipped Mousse ($16.00/8.5 oz) – It’s all in the actuator; this medium-hold ultra-luxurious mousse is unlike any other as it provides control and shine while leaving hair with added bounce and long-lasting natural softness.
• NEW Sculpting Jelly ($14.00/5.1 oz) – Benefiting from STRONGStem technology, this firm-hold aqua jelly with shape memory dries with a clear, flake-free, firm hold.  It is ideal for short to medium length hair.
• NEW Shine Endure Spritz ($14.00/4.2 oz) – This multi-tasking, firm-hold finishing spray with STRONGStem technology provides heat protection, dries quickly and provides brilliant, reflective shine.
• NEW Freeze Fix Hairspray ($15.00/10 oz) – A firm-hold, water-free hairspray that is fast drying and gives hair shine while fighting off humidity.

"Biolage’s high performance soft stylers have achieved cult-favorite status, but as trends change and styles become more textured and piece-y, we felt it was important to introduce a diverse range of workable styling products with a strong, flexible hold,” said Martin Dale, Vice President of Matrix Education.  “We are thrilled to be able to take Biolage’s styling portfolio to the next level to provide both professional hairdressers and consumers with the tools they need to achieve the looks they want now.”

The new BIOLAGE STYLERS will be available in salons nationwide in May 2008. To locate a Biolage salon, please log onto www.biolage.com or call 1.800.6.MATRIX.  Please note, Biolage professional hair care products can only be guaranteed authentic when purchased from salons.  We request that you do not credit drugstores, “beauty websites” or other unauthorized retailers.  For further information, please contact us using the information below.

MATRIX, the leading professional haircare and hair color company in the United States, is part of L'Oreal USA's Professional Products Division. Founded in 1980, MATRIX is committed to the development of the salon professional and offers a wide range of hair care, hair color and hair texturizing products including: Biolage, Vavoom, Sleek.look, Amplify, Shade Memory, Matrix Men, ColorSync and SoColor. MATRIX professional products are available only in salons.

For additional information, please contact
Kristin Breen or Tina Spaic at ALISON BROD PUBLIC RELATIONS at 212.230.1800 or
Alice Corey at 212.973.5249 or Natalie Navarre at 212.973.5257 at MATRIX PUBLIC RELATIONS.

April 2008 - INTRODUCING NEW & IMPROVED BIOLAGE FORTETHÉRAPIE

STRENGTHEN YOUR HAIR BACK TO BEAUTIFUL
WITH THE LATEST BRAZILIAN BEAUTY SECRET

Gisele Bundchen. Adriana Lima. Alessandra Ambrosio.  These Brazilian supermodels have more in common than just their curvaceous bodies -- their strong, healthy, fabulous-looking hair is envied by women everywhere!  While you may still have to spend hours in the gym each week to get the ultimate beach-ready body, Biolage is making it easier than ever to strengthen your hair at its core with the new and improved fortethérapie range.

With the latest chemical services and styling tools, women can achieve the hairstyles they want, whenever they want.  However, daily styling and harsh treatments can take a toll on the hair’s overall appearance and condition.  Originally developed to cater to the needs of the Brazilian market where many women have been known to have coarse, dry hair; BIOLAGE fortethérapie provides a major breakthrough in strengthening damaged or chemically-treated hair that is medium to coarse in texture. BIOLAGE fortethérapie’s new formulation boasts powerful VitaForce Technology, a patented formula that consists of bamboo, guarana, mango seed oil extracts and ceramides that combine altogether to help repair existing damage.  This patented technological breakthrough also helps the hair to resist future damage while increasing moisture and manageability.  The fortifying blend of botanical ingredients envelop the hair to form a protective layer that first repairs existing damage, and then works to shield each strand from future damage.   And, the all-new Intensive Strengthening Masque offers BIOLAGE’s highest level of reparative and conditioning elements to strengthen the hair from the inside out.  When used before a chemical service, the Intensive Strengthening Masque can actually counteract some of the damaging effects of the service itself to leave the hair in a healthier condition post-treatment.  With new BIOLAGE fortethérapie, the end result is soft, supple, shiny hair that is strong and radiant.

BIOLAGE fortethérapie Ingredients:

• Ceramide – instantly repairs existing damage done to hair and fortifies hair’s inner structure
• Bamboo – helps protect the hair to resist future damage by building a shield against future breakage and strengthen hair before chemical services
• Mango Seed Oil – obtained during the processing of mango butter, this semi solid oil provides natural moisture for silky. shiny hair with controlled finish and increased manageability

 “Medium to coarse hair can look stunning when it is in tip top condition. However, having worked with this hair type often, it has a tendency to be naturally dry due to the outer cuticle layer being raised which then allows natural moisture to be lost. Compound this with regular hot styling along with chemical treatments and this hair type is soon in need of some TLC. Now Biolage brings us the perfect product, to not only to replenish the moisture levels and fortify the strength but also to prevent these common problems a curing in the first place.”  –Martin Dale, Vice President of Matrix Education

The new and improved BIOLAGE fortethérapie line-up includes:

• IMPROVED Strengthening Shampoo – $14.00
• IMPROVED Strengthening Conditioner – $15.00
• NEW Intensive Strengthening Masque – $16.00
• Fortifying Heat Styler – $14.00
• Fortifying Leave-in Treatment – $15.00

 BIOLAGE fortethérapie will be available in salons in March 2008. To locate a Biolage salon please log onto www.biolage.com or call 1.800.6.MATRIX.  Please note, Biolage professional hair care products can only be guaranteed authentic when purchased from salons.  We request that you do not credit drugstores, “beauty websites” or other unauthorized retailers.  For further information, please contact us using the information below.

MATRIX, the leading professional haircare and hair color company in the United States, is part of L'Oreal USA's Professional Products Division. Founded in 1980, MATRIX is committed to the development of the salon professional and offers a wide range of hair care, hair color and hair texturizing products including: Biolage, Vavoom, Sleek.look, Amplify, Shade Memory, Matrix Men, ColorSync and SoColor. MATRIX professional products are available only in salons.

For additional information, please contact Natalie Navarre at MATRIX at 212.973.5257.

January 2008 - KEEP YOUR HAIR IN MINT CONDITION

Introducing BIOLAGE scalpthérapie Cooling Mint,  
A New Product Range to Invigorate the Scalp and Senses

If you need a quick fix, skip that second cup of coffee, and instead, reach for your shampoo and conditioner to help get you going in the morning.  Biolage introduces scalpthérapie Cooling Mint, a new, good for you hair care cocktail for normal to oily hair to awaken the senses with a minty fresh sensation.  

As the first launch in the #1 salon hair care brand’s new scalpthérapie range, a comprehensive line of sensorial solutions to treat and nourish the scalp, scalpthérapie Cooling Mint balances and invigorates a normal to oily scalp so the hair looks smooth and feels refreshed.  All of the scalpthérapie Cooling Mint products contain a unique Bio-Cushion Complex™ - a fusion of Green Tea for toning, soothing Mallow Root and protective Aqua Oils that expand into quilted droplets to form a protective cushion again stress irritants.  Biolage scalpthérapie Cooling Mint also boasts the perfect mix of ingredients to purify and revive the scalp.  Glycerin absorbs oil to normalize the scalp, while a blend of mint and kola nut stimulate and energize the scalp with an uplifting, refreshing sensation.

BIOLAGE scalpthérapie Cooling Mint provides the stimulating regimen you need to revitalize the hair and scalp and control oil at the root:

• Cooling Mint Shampoo ($13.95 / 13.5oz) – Use daily to control a normal to oily scalp
• Cooling Mint Conditioner ($15.95 / 13.5oz) – Use daily to control a normal to oily scalp
• Oil Control Treatment ($15.95 / 4.2oz) – Use as often as needed throughout the day for additional oil control

“Research shows that 22% of women* and 34% of men* suffer from an oily scalp and hair,” said Jennifer Volpi- Director of Marketing, Biolage.  “Finally, new BIOLAGE scalpthérapie Cooling Mint provides a quick and effective solution to keep an oily scalp under control so your hair looks fresh all day long.”

BIOLAGE scalpthérapie will be available at salons in January 2008.  To locate a Biolage salon please call 1.800.6.MATRIX or log onto www.biolage.com.  Please note, Biolage professional hair care can only be guaranteed authentic when purchased from authorized retailers.  We request that you do not credit drugstores, “beauty websites” or other unauthorized retailers.  For further information, please contact us using the information below.

MATRIX, the leading professional hair care and hair color company in the United States, is part of L'Oreal USA's Professional Products Division. Founded in 1980, MATRIX is committed to the development of the salon professional and offers a wide range of hair care, hair color and hair texturizing products including: Biolage, Vavoom, Sleek.look, Amplify, Shade Memory, Matrix Men, ColorSync and SoColor. MATRIX professional products are available only in salons.

For additional information, please contact Kim Kulik at ALISON BROD PUBLIC RELATIONS at 212.230.1800, or Natalie Navarre at BIOLAGE PUBLIC RELATIONS at 212.973.5257.

* US Study 1: 2000 Study of Female Hair Care Practices (US Multi-sponsor Surveys,  in 2001 Syndicated Report on Beauty Trends and the Salon Market (Trend Spotting, Table 2.4 - 2.6).  Source: 2003 Gallup Study of Men's Hair Care Practices, Multi-sponsor Surveys, Inc. (table 7.3)

October 2007 - MATRIX DONATES $175K TO SUPPORT THE ELIZABETH GLASER PEDIATRIC AIDS FOUNDATION IN GLOBAL FIGHT AGAINST AIDS

Hollywood’s Professional Brand of Choice Fuses Cause Marketing, Salons & Celebrity as Organization’s Exclusive Hair Care Sponsor

Matrix, the country’s leading professional haircare brand, will serve as the official hair care sponsor of the Elizabeth Glaser Pediatric AIDS Foundation (EGPAF) and is donating $175,000 to help eradicate pediatric AIDS around the world.  EGPAF has a critical mission – to prevent pediatric HIV infection and eliminate pediatric AIDS through research, advocacy, and prevention and treatment programs.  This partnership is Matrix’s first step toward making a difference in the lives of HIV/AIDS-infected children, while empowering stylists and providing the salon community with the means to give back. Matrix kicks-off this new partnership as the title sponsor for one of the Foundation’s primary fundraising efforts – the 9th Annual EGPAF Celebrity Golf Classic on October 1st in Los Angeles.

“We’ve come a long way since 1988. But still, in the developing world, approximately one child every minute of every day becomes infected with HIV—that’s 1500 children daily,” says Pamela W. Barnes, President and Chief Executive Officer of the EGPAF.  “We think one child is too many. And so we’re grateful for the generous pledge of support from Matrix.”

For the first time ever, Matrix will proudly support the Foundation during the 2007 holiday season by donating a portion of the proceeds from sales of its holiday gift sets. With more than two million gift sets sold across the United States each year, Matrix is committed to putting an end to this tragic disease via meaningful donations of time, promotion and dollars.

To mobilize its vast network of salons, Matrix will supply comprehensive yet easy-to-use fundraising kits to help local salons get involved and raise money in their communities.  The kits will consist of a donation box to be placed in the salon, event signs that can be personalized, tent cards, and postage-paid return envelopes for client and stylist donations.  As Hollywood’s leading salon haircare brand, Matrix is also extending its support and reach to the red carpet through the sponsorship of star-studded events that bring the entertainment community together.  Since early 2007, Matrix has already donated money in the names of celebrities attending the Marie Claire/Vavoom Oscars Styling Suite in Los Angeles, and at the Entertainment Weekly Television Upfront Party in New York City. 

“Today, through our sponsorship of the EGPAF, we are proud to extend our passion, positive energy, and tradition of caring beyond the salon community to help children around the world,” said Deborah Marquardt, Vice President Matrix Communications. 

MATRIX, the leading professional hair care and hair color company in the United States, is part of L'Oreal USA's Professional Products Division. Founded in 1980, MATRIX is committed to the development of the salon professional and offers a wide range of hair care, hair color and hair texturizing products including: Biolage, Vavoom, Sleek.look, Amplify, Shade Memory, Matrix Men, ColorSync and SoColor. MATRIX professional products are available only in salons.

About the Elizabeth Glaser Pediatric AIDS Foundation
The Elizabeth Glaser Pediatric AIDS Foundation is a worldwide leader in the fight against pediatric AIDS. It’s innovative research programs, collaborative training initiatives, advocacy efforts, and rapidly expanding international programs are bringing dramatic changes to the lives of children worldwide.

 

August 2007 - Matrix Introduces the Chocolate Cherry Collection from SoColor and Color Sync

Rich, Tempting, Decadent... Chocolate has always been the ultimate indulgence and guilty pleasure. This Spring, Matrix will indulge brunettes everywhere with the launch of the Chocolate Cherry Collection, from SoColor and Color Sync. A rich collection of 12 colors specifically formulated to enhance brunette hair, the Chocolate Cherry collection marks a first for Matrix, with the simultaneous launch of a permanent, SoColor and demi-permanent, Color Sync. The two complementary collections and wide range of tones offers stylists great versatility and endless options for their brunette clients.

The new SoColor and Color Sync Chocolate Cherry collection features patented color grip technology, which creates long-lasting vibrancy, tone and shine. The collection features two rich tonal series: six brown red and six brown copper shades. The lush brown reds contain chestnut mahogany tones with highlights in rich cherry. The rich brown coppers include maple amber tones that create a lively striking brown, with highlights in sumptuous tawny copper.

"The Chocolate Cherry Collection is the first SoColor and Color Sync collection developed specifically to enhance the natural tones of brunettes," commented Thia Spearing, Director of Technical Development for Matrix. "Stylists will love the range and versatility they can offer clients who are seeking to add life to their natural brown color with subtle secondary hues of reds and coppers."

The SoColor and Color Sync Chocolate Cherry Collection will be available in salons nationwide in August, 2007.

MATRIX, the leading professional hair care and hair color company in the United States, is part of L'Oreal USA's Professional Products Division.
Founded in 1980, MATRIX is committed to the development of the salon professional and offers a wide range of hair care, hair color and hair texturizing products including: Biolage, Vavoom, Sleek.look, Amplify, Shade Memory, Matrix Men, ColorSync and SoColor. MATRIX professional products are available only in salons. For more information, go to www.matrix.com or call 1-800-6MATRIX.

For additional information, please contact Kim Kulik at ALISON BROD PUBLIC RELATIONS at 212.230.1800, or Natalie Navarre at MATRIX PUBLIC RELATIONS at 212.973.5257.

June 2007 - Introducing The NEW Amplify Styling Collection with Patented Thixel Thickening Technology

BOOST THE BASE & TURN UP THE VOLUME

Introducing The NEW Amplify Styling Collection with Patented Thixel Thickening Technology

Thicker, fuller hair with lasting volume is now within reach with the NEW and Improved Amplify Styling Range. Formulated with new Patented Thixel Thickening Technology, the stylers are designed to increase the thickness, and actual diameter of the hair.  The special Thixel Thickening ingredients and formula, boost from the base, and thicken hair without weighing it down. Hair is clean to the touch and crush-proof volume gives lasting lift that doesn’t quit.

The new Patented Thixel Technology is comprised of two elements, and works on the hair’s surface, as well as from the inside.  Ceramide Constructor rebuilds the hair’s structure for a strong foundation, while the Thixel Texturizing Agent fuses a layer of thickness onto the hair fiber and lifts from the root up, so that hair stays firm with long-lasting hold.

“As the number one professional volumizing line, Amplify is already a trusted tool in more than 60,000 salons nationwide,” said Matrix Global Academy’s Chrystopher Benson. “With the new Thixel stylers, stylists will be able to give their clients with fine or thinning hair the fullness they want, but with a more touchable feel and brilliant shine.”    

The latest generation of products in the Amplify Professional Volumizing System include two new styling products, two reformulated favorites, and a new color-care conditioner.

NEW Amplify additions:

• NEW Amplify ThickLift Liquid Volumizer ($14.95/ 4.2oz.)

This leave-in densifying treatment creates thickness, volume and shine. Heat-activated ceramide and soy protein complex helps strengthen and repair fine, limp hair. Hair is left thicker and healthy-looking.

• NEW Amplify Full Body Texturizer ($14.95/ 8.5oz.)  

A non-aerosol texturizing spray that adds density and grip for double dimensions of volume and texture. Delivers lightweight thickness, body, shine and style memory. Fortified with ceramide to help strengthen and rebuild fine, limp hair.

• NEW Amplify Color XL Conditioner ($ 13.95/ 13.5 oz.)

This color safe conditioner provides weightless conditioning for maximum volume and extra shine.  It can be used with the Amplify Color XL Shampoo, and conditions as it thickens without weighing down hair.

NEW & IMPROVED Favorites include:

• IMPROVED Amplify Foam Volumizer ($14.95/ 9.0oz.)

Delivers full-bodied lift and support to give fine,limp hair the look and feel of naturally thick, voluminous hair with medium hold and conditioning shine. The new formula offers better style control and more conditioning with a touchable feel.

• IMPROVED Amplify Thick Boost Gel ($14. 95/ 5.1oz.)

A workable, flake free gel that expands hair’s volume with and airy-light fullness. Hair feels clean and is left with lasting lift, body and shine. The new formula offers stronger, longer-lasting hold and more shine.

Additional All-Time Favorite Amplify Stylers include:

• Amplify Root Lifter ($14. 95/ 8.5oz.)

The root-lifter builds body and thickness where hair needs it most- at the roots. The directional “snozzle” applicator delivers maximum lift at the roots. Clean, weightless formula that builds long-lasting volume with flexible memory hold and gives hair a natural shine.

• Amplify Hairspray ($14. 95/ 10.8oz.)

A fast drying, ultra-fine mist that delivers strong, flexible hold to full-bodied styles. Hair is left static-free, shiny, manageable and humidity-resistant.

NEW Amplify Stylers and Conditioner will be available in salons nationwide in September 2007.

MATRIX, the leading professional hair care and hair color company in the United States, is part of L'Oreal USA's Professional Products Division. Founded in 1980, MATRIX is committed to the development of the salon professional and offers a wide range of hair care, hair color and hair texturizing products including: Biolage, Vavoom, Sleek.look, Amplify, Shade Memory, Matrix Men, ColorSync and SoColor. MATRIX professional products are available only in salons.

For additional information or to locate a Matrix Salon, please call 1.800.6.MATRIX or log onto www.matrix.com.
 
For additional information, please contact Kim Kulik at ALISON BROD PUBLIC RELATIONS
at 212.230.1800, or Natalie Navarre at MATRIX PUBLIC RELATIONS at 212.973.5257.