August 2007 - Matrix Introduces the Chocolate Cherry Collection from SoColor and Color Sync

Rich, Tempting, Decadent... Chocolate has always been the ultimate indulgence and guilty pleasure. This Spring, Matrix will indulge brunettes everywhere with the launch of the Chocolate Cherry Collection, from SoColor and Color Sync. A rich collection of 12 colors specifically formulated to enhance brunette hair, the Chocolate Cherry collection marks a first for Matrix, with the simultaneous launch of a permanent, SoColor and demi-permanent, Color Sync. The two complementary collections and wide range of tones offers stylists great versatility and endless options for their brunette clients.

The new SoColor and Color Sync Chocolate Cherry collection features patented color grip technology, which creates long-lasting vibrancy, tone and shine. The collection features two rich tonal series: six brown red and six brown copper shades. The lush brown reds contain chestnut mahogany tones with highlights in rich cherry. The rich brown coppers include maple amber tones that create a lively striking brown, with highlights in sumptuous tawny copper.

"The Chocolate Cherry Collection is the first SoColor and Color Sync collection developed specifically to enhance the natural tones of brunettes," commented Thia Spearing, Director of Technical Development for Matrix. "Stylists will love the range and versatility they can offer clients who are seeking to add life to their natural brown color with subtle secondary hues of reds and coppers."

The SoColor and Color Sync Chocolate Cherry Collection will be available in salons nationwide in August, 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 more information, go to www.matrix.com or 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 PUBLIC RELATIONS at 212.973.5257.