June 2007 - Introducing The NEW Amplify Styling Collection with Patented Thixel Thickening Technology

BOOST THE BASE & TURN UP THE VOLUME

Introducing The NEW Amplify Styling Collection with Patented Thixel Thickening Technology

Thicker, fuller hair with lasting volume is now within reach with the NEW and Improved Amplify Styling Range. Formulated with new Patented Thixel Thickening Technology, the stylers are designed to increase the thickness, and actual diameter of the hair.  The special Thixel Thickening ingredients and formula, boost from the base, and thicken hair without weighing it down. Hair is clean to the touch and crush-proof volume gives lasting lift that doesn’t quit.

The new Patented Thixel Technology is comprised of two elements, and works on the hair’s surface, as well as from the inside.  Ceramide Constructor rebuilds the hair’s structure for a strong foundation, while the Thixel Texturizing Agent fuses a layer of thickness onto the hair fiber and lifts from the root up, so that hair stays firm with long-lasting hold.

“As the number one professional volumizing line, Amplify is already a trusted tool in more than 60,000 salons nationwide,” said Matrix Global Academy’s Chrystopher Benson. “With the new Thixel stylers, stylists will be able to give their clients with fine or thinning hair the fullness they want, but with a more touchable feel and brilliant shine.”    

The latest generation of products in the Amplify Professional Volumizing System include two new styling products, two reformulated favorites, and a new color-care conditioner.

NEW Amplify additions:

• NEW Amplify ThickLift Liquid Volumizer ($14.95/ 4.2oz.)

This leave-in densifying treatment creates thickness, volume and shine. Heat-activated ceramide and soy protein complex helps strengthen and repair fine, limp hair. Hair is left thicker and healthy-looking.

• NEW Amplify Full Body Texturizer ($14.95/ 8.5oz.)  

A non-aerosol texturizing spray that adds density and grip for double dimensions of volume and texture. Delivers lightweight thickness, body, shine and style memory. Fortified with ceramide to help strengthen and rebuild fine, limp hair.

• NEW Amplify Color XL Conditioner ($ 13.95/ 13.5 oz.)

This color safe conditioner provides weightless conditioning for maximum volume and extra shine.  It can be used with the Amplify Color XL Shampoo, and conditions as it thickens without weighing down hair.

NEW & IMPROVED Favorites include:

• IMPROVED Amplify Foam Volumizer ($14.95/ 9.0oz.)

Delivers full-bodied lift and support to give fine,limp hair the look and feel of naturally thick, voluminous hair with medium hold and conditioning shine. The new formula offers better style control and more conditioning with a touchable feel.

• IMPROVED Amplify Thick Boost Gel ($14. 95/ 5.1oz.)

A workable, flake free gel that expands hair’s volume with and airy-light fullness. Hair feels clean and is left with lasting lift, body and shine. The new formula offers stronger, longer-lasting hold and more shine.

Additional All-Time Favorite Amplify Stylers include:

• Amplify Root Lifter ($14. 95/ 8.5oz.)

The root-lifter builds body and thickness where hair needs it most- at the roots. The directional “snozzle” applicator delivers maximum lift at the roots. Clean, weightless formula that builds long-lasting volume with flexible memory hold and gives hair a natural shine.

• Amplify Hairspray ($14. 95/ 10.8oz.)

A fast drying, ultra-fine mist that delivers strong, flexible hold to full-bodied styles. Hair is left static-free, shiny, manageable and humidity-resistant.

NEW Amplify Stylers and Conditioner will be available in salons nationwide in September 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, Vavoom, Sleek.look, Amplify, Shade Memory, Matrix Men, ColorSync and SoColor. MATRIX professional products are available only in salons.

For additional information or to locate a Matrix Salon, please call 1.800.6.MATRIX or log onto www.matrix.com.
 
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.