April 2008 - INTRODUCING NEW & IMPROVED BIOLAGE FORTETHÉRAPIE

STRENGTHEN YOUR HAIR BACK TO BEAUTIFUL
WITH THE LATEST BRAZILIAN BEAUTY SECRET

Gisele Bundchen. Adriana Lima. Alessandra Ambrosio.  These Brazilian supermodels have more in common than just their curvaceous bodies -- their strong, healthy, fabulous-looking hair is envied by women everywhere!  While you may still have to spend hours in the gym each week to get the ultimate beach-ready body, Biolage is making it easier than ever to strengthen your hair at its core with the new and improved fortethérapie range.

With the latest chemical services and styling tools, women can achieve the hairstyles they want, whenever they want.  However, daily styling and harsh treatments can take a toll on the hair’s overall appearance and condition.  Originally developed to cater to the needs of the Brazilian market where many women have been known to have coarse, dry hair; BIOLAGE fortethérapie provides a major breakthrough in strengthening damaged or chemically-treated hair that is medium to coarse in texture. BIOLAGE fortethérapie’s new formulation boasts powerful VitaForce Technology, a patented formula that consists of bamboo, guarana, mango seed oil extracts and ceramides that combine altogether to help repair existing damage.  This patented technological breakthrough also helps the hair to resist future damage while increasing moisture and manageability.  The fortifying blend of botanical ingredients envelop the hair to form a protective layer that first repairs existing damage, and then works to shield each strand from future damage.   And, the all-new Intensive Strengthening Masque offers BIOLAGE’s highest level of reparative and conditioning elements to strengthen the hair from the inside out.  When used before a chemical service, the Intensive Strengthening Masque can actually counteract some of the damaging effects of the service itself to leave the hair in a healthier condition post-treatment.  With new BIOLAGE fortethérapie, the end result is soft, supple, shiny hair that is strong and radiant.

BIOLAGE fortethérapie Ingredients:

• Ceramide – instantly repairs existing damage done to hair and fortifies hair’s inner structure
• Bamboo – helps protect the hair to resist future damage by building a shield against future breakage and strengthen hair before chemical services
• Mango Seed Oil – obtained during the processing of mango butter, this semi solid oil provides natural moisture for silky. shiny hair with controlled finish and increased manageability

 “Medium to coarse hair can look stunning when it is in tip top condition. However, having worked with this hair type often, it has a tendency to be naturally dry due to the outer cuticle layer being raised which then allows natural moisture to be lost. Compound this with regular hot styling along with chemical treatments and this hair type is soon in need of some TLC. Now Biolage brings us the perfect product, to not only to replenish the moisture levels and fortify the strength but also to prevent these common problems a curing in the first place.”  –Martin Dale, Vice President of Matrix Education

The new and improved BIOLAGE fortethérapie line-up includes:

• IMPROVED Strengthening Shampoo – $14.00
• IMPROVED Strengthening Conditioner – $15.00
• NEW Intensive Strengthening Masque – $16.00
• Fortifying Heat Styler – $14.00
• Fortifying Leave-in Treatment – $15.00

 BIOLAGE fortethérapie will be available in salons in March 2008. To locate a Biolage salon please log onto www.biolage.com or call 1.800.6.MATRIX.  Please note, Biolage professional hair care products can only be guaranteed authentic when purchased from salons.  We request that you do not credit drugstores, “beauty websites” or other unauthorized retailers.  For further information, please contact us using the information below.

MATRIX, the leading professional haircare 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, please contact Natalie Navarre at MATRIX at 212.973.5257.