August 2006 - RED CARPET RUNDOWN: MATRIX PAINTS THE TOWN WITH A SEASON'S WORTH OF COLOR LAUNCHES

Just in time for Fall’s vibrant foliage, salon professional leader Matrix is preparing to turn heads with its own colors.  “As the color authority, Matrix is reaffirming its category leadership with a trio of key launches,” stated Brooke Carlson, SVP Marketing, Matrix U.S.  “As we’ve seen on the red carpet recently, monochromatic, lustrous color is the accessory of the moment, and we’ve specifically identified red and chocolate as Fall’s ruling shades.”

Setting the trend, the brand announces NEW SoColor Reflect Collection, 18 new permanent shades in six families: gold, copper, red copper, red, red violet and violet red.  Notes Cheryl Nishi, Artistic Trainer at the Matrix Global Academy in New York City, “The new Reflect collection from SoColor can be used alone for vivid, high-fashion color, or with existing SoColor formulas for punched-up results.  Either way, the results are long-lasting, versatile and easy to formulate – colorists and clients alike will be blown away by the saturated color achieved in just four easy steps.”

For clients wishing to make an especially bold statement, NEW SoRed ultra-intense chromatic reds are dual use – for booster and highlighting results - and available in four shades: red, copper, red copper and red violet.  “These shades put the red in red carpet,” says Nishi.  “They represent an excellent option for clients with darker bases, as well as a quick ticket to stunning highlights in just fifteen minutes.”

Meanwhile, Color Sync presents five new demi permanent mocha shades ranging from deep, dark chocolate to light latte.  Boasting a patented ceramide conditioning and restructuring complex, this range helps to rebalance porosity and keep hair strong, while also providing rich, all-over results.  Designed to complement SoColor’s blockbuster Mocha series, NEW Color Sync mochas are ideal for refreshing mid-lengths and ends during a retouch.  Whether enhancing haircolor, blending grey, toning or lowlighting, these versatile mochas will provide results sure to get the flashbulbs going.

Most importantly, according to Nishi, each of Matrix’s Fall shades allow colorists to truly express their creativity.  “If you’re behind the chair, you’ll be awed by the possibilities; if you’re in the chair, you’ll be amazed by the results.”

NEW SoColor Reflect Collection, SoRed and Color Sync Mocha shades will join the brands’ existing portfolios in salons in September 2006.

Contact Information - Matrix Public Relations:
Natalie Navarre, 212.973.5257