May 2007 - GET A HOLD ON YOUR HAIR

MATRIX MEN Introduces New FirmFix™ Extra Strong Hold Styling Gel to Lock In Your Look

Although it may be impossible to control everything in life, men everywhere are now one step closer to achieving and securing the ultimate style with NEW MATRIX MEN FirmFix™ Gel.

MATRIX MEN FirmFix™ Gel is the ideal solution for hair that quits before you do.  This innovative styler delivers long-lasting, extra strong hold and high-shine.  The flake-free formula can be used on damp or dry hair to lock in any style.  The end result is an extra firm hold that won’t let go.

Just like the original nine products in the MATRIX MEN Style Control System™, new MATRIX MEN FirmFix™ Gel boasts a unique PowerGrip Style Control Agent and an Ener-G Complex to leave hair manageable, under control and invigorated:

• PowerGrip 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 for an invigorating rush.

“We are excited to launch Matrix Men Firm Fix Gel for guys who want a quick fix for slicked back, sharply defined or spiked styles,” says Chrys Benson, Matrix Global Academy.  “It delivers strong separation, clean shine and maximum control – perfect for structured styles that need marathon hold.”

MATRIX MEN FirmFix™ Extra Strong Hold Styling Gel

• (5.1oz, $10.95) – extra firm hold + high shine

This flake-free gel gives extra firm hold with long-lasting power and high-shine.  Use on damp or dry hair to lock any style in place.

Just in time for Father’s Day, celebrate the Matrix Man in your life from head to toe with the limited edition Father’s Day Gift Set. The Matrix Men Father’s Day Gift Set includes: Clean Rush™ Daily Moisture Shampoo, NEW FirmFix™ Extra Strong Hold Styling Gel, and LIMITED EDITION Body Rush™ Energizing Body Wash.

Limited Edition: MATRIX MEN Father’s Day Gift Set ($19.95)

• FIRMFIX™ Extra Strong Hold Styling Gel (5.1oz.) –   extra firm hold + high shine

This flake-free gel gives extra strong hold with long-lasting power and high-shine.  Use on damp or dry hair to lock any style in place.

• Clean Rush™ Daily Moisture Shampoo (13.5oz.) –   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.

• LIMITED EDITION BODY RUSH™ Energizing Body Wash (8.5oz.) – cleanses + refreshes

This limited edition Body Wash cleanses and refreshes leaving you energized. The non-stripping formula controls odors leaving only the clean sent of Matrix Men behind.

New MATRIX MEN FirmFix™ Gel will be available in salons nationwide in Summer 2007.   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, Vavoom, Sleek.look, Amplify, Shade Memory, Matrix Men, ColorSync, Logics and SoColor. MATRIX professional products are available only in salons. For more information 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 at 212.973.5257.