Beauty LaunchPad - March 2013 - (Page 96)

Conversations/Launches Insider Secrets Matrix’s massive launch of the COLORINSIDER line promises to take the brilliance—and health—of colored hair into unprecedented territory. —Tracy Morin tudies show that 69 percent of clients are concerned about ammonia in permanent color, and 43% of clients don’t color their hair due to chemicals. But Matrix ( is determined to quell those consumer jitters with a color breakthrough: the new COLORINSIDER, promising better color delivery thanks to the Oil Delivery System (ODS), an oil-propelled color-injection system that infuses the core of the hair sans ammonia—creating gentle, high-reflection results that preserve cuticle integrity. “The big point of difference with the ODS technology is the taste of color—the palette is beautiful!” enthuses Artistic Director Chrystofer Benson. “COLORINSIDER is intuitive for stylists: deep and rich where needed; light and multireflective where expected—with vibrant and wearable reds and the perfect balance of base and tone.” COLORINSIDER protects the natural lipidic layer in hair, increasing color reflection for true, sharp, saturated results. Launching this month with 52 shades in 16 tonal families, plus Clear, the line stays true to a traditional level system, with Matrix’s signature preadjusted tone at each level. However, Benson notes, more alignment between each family makes it easier for colorists to navigate and readily predict end results at every level. “The palette has been calibrated by level and by tone, which gives us shades intuitive to the stylist; even color correction offers ultimate predictability,” he relates. Need more INSIDER info? Look for additional shades in September, designed to fill any gaps in the portfolio and provide high-intensity hues. COLORINSIDER classes and experiences will roll out all year, as the company’s top 100 dedicated Color Masters deploy across the country to train and support the launch, focusing on craft education—and complementing a slew of local activities (think shows, regional and in-store events, and in-salon classes). Meanwhile, education videos in every promo kit, as well as online and through a mobile app, will take the message to the masses. “In 2013, COLORINSIDER is going to turn some heads,” Benson promises. “With this launch, Matrix is truly the future of haircolor.” S 96 | BEAUTY LAUNCHPAD | MARCH 2013 COLORINSIDER: By the Numbers 52 shades plus Clear, in 16 tonal families 100% gray coverage Reduces processing time from 45 minutes to 35 minutes 10, 20 and 30 volume Oil-Cream Developers are mixed 1:1 and provide up to three full levels of lift Opportunity for an upcharge of 10% to 15% Features an alphanumeric system for precise color selection and results (e.g., 9GC = 9.34), displayed on both product boxes and swatch tools COURTESY OF MATRIX Ammonia-free COLORINSIDER delivers shiny, trueto-tone results.

Table of Contents for the Digital Edition of Beauty LaunchPad - March 2013

Beauty LaunchPad - March 2013
Log On
Editor’s Notebook
On The Cover
Runway Report
Hollywood Report
Salon of the Month
Head of the Class
Giving Back
Mood Board
La Vie en Rose
Free Launch
Quick Tips
Social Network
Advertiser Index
World View

Beauty LaunchPad - March 2013