Beauty LaunchPad - April 2013 - (Page 74)
Elisa Fischer, VP of Marketing for Matrix
Matrix VP of Marketing Elisa Fischer discusses the new and exciting territory the
company is treading—in terms of products, accessibility, education and more.
Why is innovation important to Matrix?
Being innovative is what keeps Matrix at the forefront of technology
and product development, which allows us to be leaders in helping
our colorists, artists and stylists imagine all they can be.
What were you looking to achieve with the launch of the
COLORINSIDER haircolor line?
Our focus is on the color results. The Oil Delivery System focuses
on delivering brilliant shades by injecting color actives straight into
the hair’s core. All the results are true to tone, saturated and very
modern. COLORINSIDER is also ammonia-free, and it really is
amazing that you can get the same—if not better—power out of an
ammonia-free product as you would a color that contains ammonia.
Matrix’s latest innovation:
What can stylists and consumers immediately notice about
COLORINSIDER Stylists will immediately notice the modern, reﬂective, brilliant
color results; each shade offers complete coverage. Also,
because the line is odorless, a client could walk into a salon
and have no idea multiple color applications are taking place!
How can salon owners remain innovative in their businesses and
in their lives?
I always encourage stylists and salon owners to be open to change
and embrace technology, because it’ll help better their business
and make sure they’re educated and aware. They need to be as
savvy as their clientele if they want to maintain conﬁdence that no
one can provide a service like they do.
A ﬁlament of silk is stronger than its equivalent in steel. It sounds counterintuitive,
but it’s true—and it makes silk a notable ingredient in haircare. Combine silk
with keratin and you get Matrix’s latest innovation, Biolage Advanced KeratinDose,
launching next month. The replenishing elixir—free of sulfates, parabens and
harsh salts—contains exclusive Pro-Keratin + Silk to help restore the balance of
moisture and protein in the hair. Restorative protein Pro-Keratin provides targeted
reinforcement to depleted areas, while moisturizing silk conditions and renews
chemically processed hair. Gentle, yet potent—just what the doctor ordered.
74 | BEAUTY LAUNCHPAD | APRIL 2013
What are some of Matrix’s newest education initiatives?
Everyone is familiar with the traditional webinar, but we’ve taken
that about 10 steps further. We’re partnering with the Thomson
Reuters studio in New York and creating a live virtual classroom
where we’ll have one of our artistic directors giving a live class, and
it’s actually interactive for stylists at home! Visit mymatrixfamily.com
for more info.
COURTESY OF MATRIX
✳ Dose of Strength
How does the Matrix COLORINSIDER mobile app help colorists?
The app allows colorists to have immediate access to formulas for
different clientele. They can also save formulas in the “Little Black
Book,” which is my favorite feature. We also offer celebrity formulas
using COLORINSIDER on this app, for when people come into the
salon with pictures of stars whose colors they want to duplicate.
Table of Contents for the Digital Edition of Beauty LaunchPad - April 2013
Beauty LaunchPad - April 2013
On The Cover
Salon of the Month
Head of the Class
Beauty LaunchPad - April 2013