June 2006 - INTRODUCING MATRIX MEN

  A Professional Hair Care Range to Help Every Man Take Control of His Style

Finally, men everywhere can have the hair products they’ve been wanting as Matrix, the leading professional hair care company, now delivers patented technology and expertise via the launch of its first ever men’s line, MATRIX MEN Style Control System. 

“Studies show that 62% of men prefer to use male specific products, so Matrix felt the time was right to create a product range that caters specifically to men’s hair care needs,” said Martin Dale, Vice President Education, Matrix. “Now men everywhere can take control of their style and look their best.”

MATRIX MEN Style Control System boasts nine products: five care and four styling, including the innovative, first-ever Style Power Shampoo that combines a shampoo, conditioner and light styler in one bottle to save time and help men groom hair fast.  An exclusive style control agent provides light hold with separation to deliver instant style for the man on-the-go.

MATRIX MEN Technology

Every Matrix Men Style Control System product contains a Style Control Agent and an Ener-G Complex to leave hair manageable, under control and invigorated:

• Style-Control Agent:  A unique delivery system that transports styling polymers and refreshing moisturizers to the hair, building manageability and control in every step.
• Ener-G Complex:  A natural complex of Ginseng, Guarana and Electrolyte to invigorate  hair.

MATRIX MEN Product Line

• Style Power Styling Shampoo (13.5oz, $11.95) - cleanses + conditions + lightly styles

The ultimate in professional haircare, this first-ever THREE-IN-ONE (shampoo, conditioner and styler) rinses clean and multi-tasks to groom hair fast.  Style Power provides clean hold and the soft separation of a light styler.

• Clean Rush Daily Moisture Shampoo (13.5oz, $9.95) – cleanses + invigorates

Ideal for daily use, this shampoo gently cleanses while invigorating the hair and scalp with light moisture, and a style-control agent preps for easy styling.

• THICK SURGE Thickening Shampoo (13.5oz, $10.95) – volumizes fine, thin hair

A volumizing shampoo that cleanses, fortifies and invigorates the scalp, so hair is left feeling thicker from root to ends.  Ceramide and amino acids help reconstruct the hair fiber while thickening and style control agents add fullness.

• ACTIVE CONTROL Pyrithione Zinc Anti-Dandruff Shampoo (13.5oz, $12.95) – controls flaking + itching
  Pyrithione zinc helps stop the symptoms of dandruff.  A style control agent also provides ease of styling (Available in September 2006)

• MOISTURE REV Daily Moisture Conditioner (13.5 oz, $10.95) – lightly conditions
  Weightless conditioning agents nourish the hair and a style manager preps the hair for easy, everyday styling.

For the 61% of men that use at least one styling product in their hair every day, and the 53% that look for styling products that provide manageability and control, Matrix provides a full set of premium stylers:

• ENERGEL Medium Hold Gel (5.1 oz, $10.95) –controls + defines
  This flake-free gel controls and defines the hair with long-lasting power and shine.  Instant thickeners create clean touch texture and a style control agent provides easy grooming control.

• ALL-STYLE WAX Defining Shine Wax (1.7 oz, $10.95) – details with light hold
  A versatile styling wax with light hold that creates textured separation and clean control for detailing with lasting shine.

• FORM PUTTY Pliable Molding Putty (1.7 oz, $10.95) -shapes with firm hold
  Manipulates the hair into pliable shapes and creates strong definition with firm hold, touchable texture and a matte finish.

• THICK BLAST Thickening Spray (8.5 fl oz, $10.95) –volumizes fine, thin hair
  The convenient light mist dispensing bottle delivers workable texture and weightless volume.  The liquefied wax formula offers flexible hold with lasting grip and thickening agents to increase hair volume.

New MATRIX MEN Style Control System will be available in salons nationwide in June 2006.   To locate a Matrix salon, please call 1.800.6.MATRIX or log onto www.matrix.com.

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, Matrix Men, Amplify, Trix, Vavoom, ColorSync, Logics, SoColor and Opti.smooth. MATRIX professional products are available only in salons.