Friday, March 27, 2015

CURL POWER! New MATRIX Biolage Cleansing Conditioner for Curly Hair Supports the Growing Curly Hair Movement


CURL POWER! New MATRIX Biolage Cleansing Conditioner for Curly Hair Supports the Growing Curly Hair Movement

NEW YORK, March 27, 2015 /PRNewswire/ -- Curly hair has never been more on trend. National ad campaigns and a surge of social media support are encouraging women to embrace their coils, waves, kinks and curls! And it seems that curly girls are listening! 6,000 women were recently surveyed and it was discovered that 92 percent of the consumers have transitioned to wearing their hair in a naturally curly state, rather than straightening or smoothing their locks with chemical products or thermal tools.

With curly hair, however, comes a unique requirement for curly hair care. Highly textured hair tends to be fragile, dry and prone to frizz, which means TLC is top priority. "One of the hottest topics among curly girls," says Matrix Celebrity Hairstylist George Papanikolas, "is shampooing. Shampooing too frequently can stress fragile curls, but of course, it's important to keep hair and scalp fresh and clean." Because of this dilemma, many women with curly hair turn to "conditioning washing" or "co-washing" in which hair is cleansed, balanced and refreshed with gentle, shampoo-free formulas that won't strip delicate strands of their natural oils and nutrients. But selecting the right formula is critical to your hair success — the wrong formula can lead to build-up because it's too heavy, or it can cause frizz because it doesn't condition the hair adequately.

A new co-washing solution for curly clients—Matrix Biolage Cleansing Conditioner for Curly Hair—strikes the perfect balance. "This low-lather, fast rinsing, soap-free formula contains pomegranate, and was created expressly for the needs of curly hair," explains Papanikolas. "I tell my curly clients that it provides thorough cleansing and lightweight conditioning to enhance curl definition and natural bounce. What's more, it's really healthy. It's free of sulfates, parabens and silicones, and it's safe for color-treated hair. I really see a difference in curl manageability after regular use!"

Biolage Cleansing Conditioner for Curly Hair is part of a full range of Cleansing Conditioners, targeting specific hair types—there are also formulas for fine, medium and coarse textures. Each unique formula melts into the hair, conditioning from within while releasing cleansing agents that trap dirt and morph into a cleanser.

Biolage Cleansing Conditioner and Leave-In Treatments are available in fine salons. Suggested retail prices: Cleansing Conditioners/$13; Leave-In Treatments $11.50.

To learn more about curly texture as well as personalized tips, trends and salon products visit The Hair Dressing Room, Matrix's newest and most innovative online platform that can be easily found at Matrix.com.

MATRIX, the leading professional haircare and haircolor 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 products including: Biolage, Biolage ExquisiteOil, Biolage Advanced, COLORINSIDER, ColorSync, Design Pulse, Logics, SOCOLOR, Total Results, and Vavoom (MATRIX professional products are available only in salons and can be guaranteed authentic when purchased from authorized retailers.) Visit http://biolage.matrix.com/hair-care-tips for hairstyle and haircolor inspiration as well as MATRIX trends and tips! Professionals visit www.mymatrixfamily.com for techniques, formulas, salon resources and much more!

To connect and chat with MATRIX go to http://www.facebook.com/matrix; http://www.instagram.com/matrix; http://www.youtube.com/matrix; http://www.twitter.com/matrixfamily; http://www.pinterest.com/matrixfamily

For additional information, please contact Stacey Zelek (212) 984–5064 — szelek@matrix.com

CONTACT:
Brittney LeRoy
brittney@domainmsa.com
212-675-0012

Photo - http://photos.prnewswire.com/prnh/20150327/194943

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