August 2008 - MATRIX GOES MOBILE

Giving Stylists Education In The Palm Of Their Hand

New York, NY July 29, 2008 -  MATRIX is redefining the relationship between educators, stylists, salon clients and the leading professional hair care and hair color company in the United States with the launch of MATRIX Mobile Marketing, a real-time digital “on-the-go” tool that provides mobile education, techniques, ongoing tips, and a salon locator feature in the palm of their hand via their mobile phone anytime, anywhere. This mobile marketing breakthrough is the first of its kind in the professional beauty industry.

MATRIX Mobile Marketing creates an educational experience beyond that of traditional print and online destinations by providing educators, stylists, and clients constant educational and brand connectivity through mobile devices such as cell phones and personal digital assistants (PDAs).

Accessing the MATRIX Mobile Marketing is simple and will target both stylists and salon clients. In support of the launch of the educational event series indiviDUALity, attending MATRIX C.R.A.F.T. Rewards stylists will have access to a mobile WAP site with styling techniques and product information, plus receive text messages with styling tips, color formulas and the information on how to click to call their Distributor.

In addition, stylists will be able to opt into the MATRIX Stylist Mobile Program: Twice a month stylists will receive information on new products, professional tips, contests, MATRIX Global Academy classes & anti-diversion updates – all texts will end with a click to call DSC or visit website for more information message. To join stylists simply text MATRIXPRO to 49737.

In order to reach salon clients, MATRIX will also introduce the MATRIX Client Mobile Program. Twice a month consumers will receive information on new products, styling tips, contests, anti-diversion education along with a feature that allows clients to click to call MATRIX to find a salon near them. To join, clients simply text MATRIX to 49737.

MATRIX has added a great new feature to the Salon Locator. Now clients have the ability to click “SEND TO MOBILE” and receive the salon information via text message to their phone. Finding a salon and making an appointment has never been easier

With an estimated 2.7 billion mobile phones in the world, three times higher than the number of computers and twice as high as the number of televisions, MATRIX seized the opportunity to combine our brands and technology to connect with educators, stylists, and clients in a unique and personalized way.

“More than 76  percent of individuals between 18 and 24 own a cell phone according to a recent survey. With 255 million wireless subscribers, covering 84 percent of the population and 48 billion text messages sent every month in the US, MATRIX is providing an efficient, sustainable and fresh marketing platform that reflects changing consumer demands.” – Vivianna Barrera – Sr. Director, Integrated Communications, Matrix

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 PUBLIC RELATIONS at 212.973.5257.