August 2008 - THE POWER OF ORANGE...

INTRODUCING New & Improved SLEEK.LOOK to INSTANTLY SMOOTH, REPAIR DAMAGE AND FIGHT FRIZZ AROUND THE CLOCK

Getting your hair to look perfectly straight and sleek – that’s easy. Keeping your hair perfectly straight and sleek all day and all night long – that’s the challenge. Don’t let your blowout blow up in your face.  Matrix introduces the new and improved Sleek.look haircare range formulated with exclusive NEW 24 Smooth Multi-Mend TechnologyTM to get your hair straight and make your sleek look last.  And, the line also includes three completely New products to help keep hair protected, sleek and frizz-free from shampoo-to-shampoo.

Frizzy, curly hair combined with seasonal weather conditions, blow dryers and flat-irons add up to unmanageable, unruly hair. Sleek.look’s powerful new formulation boasts 24 Smooth Multi-Mend TechnologyTM to instantly smooth, repair damage and stop frizz before it starts – something your hairstylist can depend on for silky, straight hair from start to finish. With three new products and powerful NEW 24 Smooth Multi-Mend TechnologyTM, the new and improved Sleek.look line to provide hair with even more conditioning, a softer finish, better frizz control, increased manageability, UV filters for protection and repairing benefits for the kind of sleek hair your thought you could only get at the salon at home.

NEW 24 Smooth Multi-Mend TechnologyTM contains:

1. Time-locked Smoothing Agents – long-lasting, to defend against the key cause of frizz resulting in smooth hair that is protected against humidity.
2. Ceramide – instantly seals split ends and repairs damage in the inner layer of the hair cuticle, while helping to protect from future damage.
3. Apricot Oil & Shea Butter – smooth pressed to envelop hair with intense moisture, so hair is smooth, protected and straight all day long.
4. UV filters – provide the ultimate color protection to defend hair from the damaging effects of the sun.

The newest additions to the cult-favorite Sleek.look range includes:

1. NEW Miracle Reconstructor ($16.00) – penetrates the cuticle with intense levels of Ceramide for deep repair of split ends and damaged hair that strengthens hair’s inner structure and provides resistance against future breakage.
2. NEW Blow Down Extreme Crème ($15.00) – contains a weightless, long lasting medium hold for normal to medium, unruly or dry hair to repair damage, tame frizz and keep hair smooth and shiny.
3. NEW Blow Down Lite Lotion ($15.00) – contains a weightless, long lasting medium hold for thick to coarse, unruly or dry hair to repair damage, tame frizz and keep hair smooth and shiny.

 And now, the Sleek.look products you can’t live without have been made even better:

1. NEW & Improved Smoothing Shampoo  ($15.00) – the first step to getting smooth, healthy, shiny hair reformulated for even more conditioning, a softer finish, better frizz control.
2. NEW & Improved Smoothing Conditioner  ($15.00) – the second step to smooth, sleek hair with more conditioning, a softer finish, better frizz control and repairing benefits.
3. NEW & Improved Extra Intense Conditioner ($16.00) – extra intense conditioning that repairs damage to leave hair softer, smoother and frizz-free.  
4. NEW & Improved Sealing Serum  ($15.00) – protects hair from the extreme temperatures of flat irons, which can often reach 450°F, and repairs and prevents
5. NEW & Improved Iron Smoother ($15.00) –

Sleek.look will be available in salons in September 2008. To locate a Sleek.look salon please log onto www.Matrix.com or call 1.800.6.MATRIX.  Please note, MATRIX 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 Kim Kulik at ALISON BROD PUBLIC RELATIONS at 212.230.1800, or Natalie Navarre at MATRIX at 212.973.5257.