THE MATRIX NEW AVTAAR REINFORCES INCLUSIVITY
L’Oreal’s Professional PD brand Matrix, an American professional salon brand for hairstylists, recently announced a brand renovation at the Matrix India M-Day, the biggest community e-connect.
At the event that witnessed more than 2,00,000 hairdressers from all over gathered in unison, Matrix unveiled its elevated brand image with a colorful new avatar. With this, Matrix attempts to send out a strong message of proudly welcoming hairstylists of all ages, backgrounds, and levels of expertise into a supportive community where they are given the tools, they need to succeed to help every stylist realize their creative and professional potential.
Matrix was founded in 1980, by Arnie Miller, who got inspired by the idea of togetherness and synergy. He felt the need to weave together a community of support for every stylist, every hair type and every business model. Thus, Matrix was born, a brand where everyone belonged and felt welcome. Introducing new Matrix to the hairdresser community, the brand recently hosted the biggest community econnect, Matrix India M-Day on 22nd July, 2021. The event saw stalwarts from the professional industry join in from the likes of Philip Wolff, Tabatha Coffey, George Papanikolas – the Matrix Global Ambassadors, along with Melroy Dickson, Education Manager, Matrix India who took center stage. The day-long virtual event included exclusive masterclasses by these celebrated international stylists that equipped hairdressers with the necessary tools and education to further their professional advancements.
The event also unveiled the all-new reformulated SoColor Pre-Bonded Color System suitable for every hair type with the new Spiced Mocha color palette launched in India. Celebrating inclusivity, versatility and diversity that India offers, the technical sessions were made available in 7 different regional languages engaging with all hair stylists.
With a fun multilingual cappella performance and over 18,000+ exciting gifts, the event was filled with screenshot moments for the attendees.
Suhas Lakhamade, General Manager, Matrix India, said, “We are extremely thrilled to bring Matrix renovation to India and announce our commitment to being the most inclusive brand in the professional industry. In our journey of over fifteen years, Matrix has truly evolved to being the trusted brand for countless hairdressers and salon professionals. Since inception in 2005, our core focus has been to upgrade and upskill hairdressers through a robust training and education program. Today, we’re proud of our growth story in making a positive difference in the professional community with a strong distribution network and presence in over 40,000 salons. As we turn a new leaf and up the ante with the refreshed identity, we promise to take the legacy forward with renewed vigor.”
In 2005, Matrix entered the Indian subcontinent and drove L’Oreal PPD’s presence deeper into the Indian salonscape. . Through its journey of over 15 years, Matrix was seen guiding for countless salon professionals inspiring them with their motto – ‘Think-Believe-Dream-Dare.’ Matrix was one of the first professional products brands with an absolute commitment to upskilling and upgrading hairdressers from all levels.
Today, the brand renovation comes in a context where due to the given experience of last two years, consumers no longer choose to conform. Innovating and experimenting with their hairdo is at the heart of the fashion-conscious consumer of today who has a finger on the pulse of latest global styles, celebrity looks and internet trends.
Enabling hairdressers to cut, color and style with confidence across all hair types, needs and requirements, the all-inclusive new Matrix attempts to ensure a world-class experience for clients. Committed to being the most inclusive brand of the professional industry, at Matrix India M-Day the brand reaffirmed its beliefs through its refreshed identity and the three brand value pillars of inclusivity, uncomplicated and uplifting.
INCLUSIVE– Truly welcoming every hair stylist, every technique, every type of hair texture, every mentor-mentee, every stylist journey and every client, Matrix unveiled its new brand slogan ‘All Hair Types. All Humans.’ This further reinforced its position as a community that provides the products, services and education to empower stylists to meet the needs of every client.
UPLIFTING- Each year, Matrix educates more than 1,00,000 hairdressers through its network of 37 education studios spread across India. Whether fresh out of beauty school, working at a well-established salon, or starting a new business, Matrix’s network of artists supports stylists at every step in their journey. Having spent years in carefully curating courses, education now will be accessible for all through the Matrix Learn & Connect or Access App – the go-to place for all hairdressing know-how. Through a hybrid online-offline education model, the programs will truly empower hairdressers to upgrade in the art of hairdressing, staying true to the core value of UPLIFTING the professional community.
UNCOMPLICATED “Is it good for my hair? Will my hair get damaged? Can I trust you with this?” are common concerns of skeptic clients taking the leap of faith with their hair coloration journey. Catering to this constant worry and aiding hairdressers through the process, Matrix rolled out uncomplicated high-performance solutions for all styles and all hair types, with the introduction of the New SoColor Pre-Bonded Color System. This professional haircolor in enriched with an exclusive bond-protecting concentrate that protects the inner hair structure, color after color , thus maintaining the true integrity of hair. These colors are perfectly caliberated to protect every hair fiber.