January 2006 - GLAMOROUS HAIR IS ON THE RISE. INTRODUCING VAVOOM'S TAKE ME HIGHER ROOT RISER

Hollywood, make room for big, glamorous hair! With new Take Me Higher Root Riser, the latest addition to Vavoom's best-selling Volumizing Collection, hair is ready for its red carpet close-up in one direct shot.

Taking voluminous hair to the next level, Take Me Higher Root Riser gives locks a leading role, building a strong foundation for touchable, full-bodied styles. In addition, this spray mousse:

• Can be cocktailed with other Vavoom products or used alone for an instant pick me up, with full support, touchable texture and UV protection.


• Sports a direct-aim delivery system with precision nozzle to boost directly from the roots with targeted texualizers.


• Features Active Body Technology with flexi-hold polymers that build a lasting lift that never leaves hair flat

VAVOOM Take Me Higher Root Riser ($13.95/8.5oz) will be available in salons in March 2006.

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, Color.smart, Sleek.look, Curl.life, Amplify, Trix, Vavoom, ColorSync, Logics, SoColor and Opti.smooth. MATRIX professional products are available only in salons.

For additional information or to locate a Matrix Salon, please call 1.800.6.MATRIX.

For additional information, please contact Suzy Stagl at Matrix PR 212.973.5374, or Kim Kulik at Allison Brod PR 212-230-1800.