February 2007 - PUT YOUR MEMORY TO THE TEST

Introducing Shade Memory, The NEW Professional Color Maintenance Collection To Address Each Shade’s Specific Needs

You don’t trust just any colorist to give you the perfect hue, so why take a chance on color maintenance? Don’t be disappointed by color care lines that say they have unique formulas for different shades, but actually feature similar technology across the board.  Finally, it’s easy to commit the shade you crave to memory with truly customized ingredients that defend, mend and extend YOUR color in between salon visits.

Matrix announces the launch of Shade Memory, the FIRST complete professional line for color-protective, shade specific hair care. Shade-specific base formulas allow the individual needs of blondes, brunettes and redheads to be addressed most effectively with customized regimens that won’t alter color.  This comprehensive color maintenance line boasts a long list of attributes: it repairs damage from color processing, protects color treated hair from fading and UV damage, boosts and refreshes color and enhances radiance and shine. 

While all color-treated hair tends to be dry and is easily oxidized, each specific shade of color is prone to unique issues and should be treated with a customized formula.  Many product ranges claim to utilize different formulas based on hair color, but only Shade Memory boasts the precise amount of each shade-specific ingredient needed to leave you with a notable difference in vibrancy.

• Sparkling Blondes Restorative System – Blonde hair is prone to split ends, breakage, overall damage and dulling. This formula contains restorative ceramides, protective Vitamin E and brightening grapefruit clarifiers to repair, protect and brighten.  The fragrance includes an apple citrus fruity top note, while the middle note is a white floral and the bottom note is a musky floral.     

• Rich Brunettes Dimensional System – Brown hair often succumbs to dryness and can appear undernourished, matte and without depth. This formula contains moisturizing shea butter, nourishing panthenol, high shine oil and protective anti-oxidants to add moisture and create multi-dimensional shine.  The top note of the fragrance is woody floral, the middle note is fruity orange and the bottom note is warm vanilla woody.

• Vivid Reds Balancing System – Redheads can have uneven porosity and visible color oxidation, so color tends to dull and fade very fast. Balancing protein fortifiers, protective anti-oxidants and micro-shine polishers work together to equalize porosity and boost vibrancy.  The fragrance boasts a top note of fruity berry, middle note of red, fruity floral and a woody musky bottom note.

Within each formula, there is a complete range of hair care products to address each shade’s needs:

• Shampoos ($15.95 / 13.5 oz) & Conditioners ($16.95 / 13.5 oz)

Shade Memory’s shampoos and conditioner are non-color depositing,.   All formulas help repair internal damage, protect color and add shine.  They are designed for daily use.

• FIRST-EVER Color Enhancing Foam Conditioners – Warm & Cool Tones ($17.95 / 8.5 oz)

Designed to be prescribed by stylists, these innovative rinse-out color depositing foam conditioners have low levels of patented direct dye that reawakens and refreshes color without altering the base, and actually reverse shade-specific fade patters.  Unlike other color depositing products on the market, each custom formula is broken down even further and available in warm or cool versions for more individualized results.  The unique foam formula allows for even application on all hair types and spreads easily leaving no color spots.  It is simple to use and has a rich, luxurious texture.  Use twice a week instead of Shade Memory daily conditioner. 

• Weekly Reconstructive Treatments ($19.95 / five 20 ml tubes)

These intensive repair formulas contain concentrated levels of shade-specific ingredients to deliver deep conditioning and repair.  The rich serum-like texture has a higher level of restorative ceramides and anti-oxidants.  Packaged in five single dose tubes, the treatment is meant to be used once per week instead of Shade Memory conditioner.

“We are thrilled about the launch of Shade Memory as it is truly the only complete color care range on the market that provides customized formulations for specific color needs to visibly enhance color,” said Thia Spearing, Director of Technical Development for Matrix.  “Shade Memory takes the fear factor out of using shade specific products since the range will help refresh color without undermining your stylist’s efforts at the salon.”

Shade Memory will be available in salons nationwide in April 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, Amplify, Color.smart, Sleek.look, Curl.life, Vavoom,  Shade Memory, ColorSync, 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 or go to www.matrix.com/find_a_salon
 
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.