April 2008 - STRENGTHEN YOUR STYLE SAAVY

Biolage Introduces Five New All-Star Styling Products

Everyone knows that the perfect hairstyle starts with the products you use to achieve it, so Biolage has created five new hairstylist-approved styling products.  These professional tools will help empower men and women everywhere to achieve salon-styles at home.  Your hair won’t just look great – New STRONGStem technology helps to strengthen hair from the inside out; repairing damage so the hair is in optimal condition for the most professional-looking results.  STRONGStem technology contains reconstructive ceramides, strengthening macro-lipids (a natural part of the hair’s structure) and strong-cling polymers to fill in the hair’s weak spots and actually rebuild them.  The ability to strengthen and protect the hair is especially important when it comes to styling products, since it is during daily styling that most people tend to damage their hair via the use of harsh heat tools.   Key ingredients include Akebia Vine and sugarcane for resiliency and flexible hold so you can be confident that your stylers are working with you – not against you.

The new BIOLAGE STYLING products boast a stronger hold to lock styles in place with lasting aerial support and a medium-to-firm, yet flexible hold.  With a combination of natural botanicals to build hair up to its healthiest state, they are unlike many of the professional stylers on the market today. 

How many products does it take to get the latest looks that we all covet?  Research shows that women use an average of three different styling products to create their desired style, so the new BIOLAGE STYLING range which features EmulsiFusion techniques has everything stylists and consumers alike need to create versatile looks with these stronger hold products:

• NEW Molding Soufflé ($14.00/4.2 oz) – This medium-hold soufflé contains STRONGStem technology and has a unique consistency for flexible control that makes it ideal for reworkable styles with shape and texture, with heat protection
• NEW Volumizing Whipped Mousse ($16.00/8.5 oz) – It’s all in the actuator; this medium-hold ultra-luxurious mousse is unlike any other as it provides control and shine while leaving hair with added bounce and long-lasting natural softness.
• NEW Sculpting Jelly ($14.00/5.1 oz) – Benefiting from STRONGStem technology, this firm-hold aqua jelly with shape memory dries with a clear, flake-free, firm hold.  It is ideal for short to medium length hair.
• NEW Shine Endure Spritz ($14.00/4.2 oz) – This multi-tasking, firm-hold finishing spray with STRONGStem technology provides heat protection, dries quickly and provides brilliant, reflective shine.
• NEW Freeze Fix Hairspray ($15.00/10 oz) – A firm-hold, water-free hairspray that is fast drying and gives hair shine while fighting off humidity.

"Biolage’s high performance soft stylers have achieved cult-favorite status, but as trends change and styles become more textured and piece-y, we felt it was important to introduce a diverse range of workable styling products with a strong, flexible hold,” said Martin Dale, Vice President of Matrix Education.  “We are thrilled to be able to take Biolage’s styling portfolio to the next level to provide both professional hairdressers and consumers with the tools they need to achieve the looks they want now.”

The new BIOLAGE STYLERS will be available in salons nationwide in May 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
Kristin Breen or Tina Spaic at ALISON BROD PUBLIC RELATIONS at 212.230.1800 or
Alice Corey at 212.973.5249 or Natalie Navarre at 212.973.5257 at MATRIX PUBLIC RELATIONS.