New York (July 18, 2008) – VOGUE magazine, BIOLAGE professional hair care and “MAMMA MIA! THE MOVIE” formed a strategic partnership that was brought to life in the pages of VOGUE and in BIOLAGE salons nationwide. Through this integrated program, BIOLAGE served as the official beauty sponsor of the New York premiere and after-party for “MAMMA MIA! THE MOVIE,” on Wednesday, July 16th at the Ziegfeld Theater.  In addition, BIOLAGE hairstylists Daniel Roldan and Robert Santana were on-hand to get two of the film’s female stars, Rachel McDowall and Ashley Lilley, red carpet ready for the premiere.

BIOLAGE has developed a full-scale program to underscore the brand’s professional positioning and engage both hairstylists and consumers nationwide.  As part of this multi-platform initiative, VOGUE Studio, the magazine's in-house creative agency, produced an exclusive six page special section in the July 2008 issue. The advertorial featured actresses Ashley Lilley and Rachel McDowall  as their tresses were  styled with BIOLAGE at the MATRIX Global Academy in New York City.  The shoot was captured on video as well and appears in an episode of Trend Watch on VOGUE.TV

This beauty sponsorship will reach salons on several levels, including a national contest whereby hairstylists entered to win a trip to New York City to attend the film’s star-studded premiere and after-party. The winner, Deborah Scott of Greenville, N.C. JC Penney Salons, received the full star treatment including walking the “blue” carpet.

Beginning in July 2008, the “MAMMA MIA! THE MOVIE” logo is being featured on BIOLAGE Sunsorials packaging and back-to-school product packs available in salons nationwide.  BIOLAGE and VOGUE is also hosting a national contest for brides-to-be to enter to win professional hairstyling on their wedding day, compliments of BIOLAGE, for the bride herself plus up to five bridal party members.

“BIOLAGE is thrilled to be a part of taking this timeless classic from Broadway to the big screen.  The film’s spirited cast and naturally beautiful setting serve as perfect complements for the BIOLAGE brand,” said Vivianna Barrera- Sr. Director of Integrated Communications for Matrix.  “And, we are excited to be able to bring the beauty of this sponsorship to salons and consumers around the country via special promotions that will reward both hairstylists and their clients.”

Biolage products offer a therapeutic approach to salon hair care, fusing Matrix science with customized natural and botanical ingredients.  A collection of therapies restores hair's vital health and beauty for a daily indulgent experience.  Biolage is part of Matrix, the leading professional hair care and hair color company in the United States which is part of L'Oreal USA's Professional Products Division.  Biolage professional products are available only in salons. For more information, call   1-800-6MATRIX.

For additional information, please contact: Natalie Navarre at MATRIX at 212-973-5257