Loreal 2013 Annual Report Download - page 63

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MATRIX, the accessible professional brand,
has set itself the mission to raise the profile
of the hairdressing profession in the New
Markets, with tailor-made innovation and
training programmes.
⁄ MATRIX
A CONQUERING
BRAND
Colorinsider, the brand’s first hair colour to use ODS2 (1) tech-
nology, is the top growth driver of MATRIX. The SoColor range
has been launched in India and China, with fragrances
and colours that have been adapted for Asia, where it is
contributing to the boom in this category.
The performances of MATRIX were also driven by haircare.
Launched in 2013, the Biolage Advanced Repair Inside
range was specially designed for Brazil. It will be rolled out
worldwide, just like the Biolage Advanced Fiberstrong and
Keratindose ranges, as well as Biolage ExquisiteOil which is
proving successful in all zones.
Reach All-Teach All
An e-learning app already
downloaded more than 40,000 times.
With the launch of its global mobile-
phone e-learning programme
Reach All-Teach All, MATRIX is de -
velop ing an even closer relationship
with hairdressers. This application
enables them to instantly find the
most suitable formulations for each
client, along with educational vid-
eos and expert advice, to deliver a
high-quality professional service.
Training at your fingertips
(1) Oil Delivery System.
61