Matrix Presents Anti-Breakage Straightening System Natural-Soft Straight Service

Parent Category: News and Stories

Posted in: Beauty n Fitness on Tuesday, 14 May 2013 11:01

As the season of monsoon sets-in, we are happy to be showered with cool humid breeze, making us get rid of hot summers. However, this humidity in air takes a complete toll on the hair, making it frizzy, dull and unmanageable. During monsoons, excess humidity in the air causes the hair cuticle to open and swell up, increasing the frizz and volume in the hair. The natural shine is lost and hair becomes unmanageable.

Bulky hair, excess frizz, and wild curls aren’t an attractive look any time of the year but monsoons make it especially challenging to maintain beautiful and healthy hair. The need of the hour is gorgeous and manageable hassle free hair. Straightening hair is a great way to achieve this goal, but there is always the fear of hair breakage or damage. Keeping this in mind MATRIX a leading American professional brand* presents its first ANTI-BREAKAGE straightening system. The NATURAL-SOFT STRAIGHT SERVICE uses the new Opti.Straight straightening cream, which features an Auto-Control technology that prevents hair breakage. This permanent conditioning straightening service ensures shinier, straighter and healthier looking hair; a crowning glory, perfect for everyday life or for those special occasions where you are sure to be the cynosure of everyone’s eye.

The new Opti.Straight straightening cream by MATRIX has been developed keeping in mind various internal surveys done by MATRIX, which revealed that majority of consumers were scared of straightening due to fear of damaging their hair. The new NATURAL-SOFT STRAIGHT SERVICE is simple and easy, and features the unique auto-control technology that prevents hair breakage. Traditional straightening methods, available in the market are Thio based molecules which alter bonds of the hair so the hair’s shape can be altered. This can lead to more breakage than necessary if hair is over processed. MATRIX’s NATURAL-SOFT STRAIGHT SERVICE activates Di-Thio molecules that provide additional support by creating a bridge in the hair to help support the hair bonds when they are being realigned during the straightening process. This auto-control technology stops straightening the minute a natural straight look is achieved.

The new NATURAL-SOFT STRAIGHT Service is the first ANTI-BREAKAGE STRAIGHTENING SYSTEM from Matrix; this breakthrough service enriches hair with a conditioning formula that preserves hair’s structure, controls breakage, and doesn’t compromise its integrity for a soft, straight, natural look that lasts for months.

MATRIX Opti.straight straightening crème is now enriched with a much stronger fragrance that helps defuse the ammonia smell. Its RICH BRIDAL FRAGRANCE is a concoction of fresh floral scents comprised of jasmine, rose, sandalwood, and green leaves. This fragrance is present is much higher concentrations to help neutralise the ammonia odour, thereby offering a sweet floral uplifting experience.

MATRIX designs every product with utmost care and one can choose from a naturally straight look which maintains a little volume, to a Japanese style poker straight look for their hair.

Matrix NATURAL-SOFT STRAIGHT Service is available in 2 different strengths depending on hair type:
1.    Sensitised to normal, for fine to medium, chemically treated hair.
2.    Normal to resistant, for thick, seriously curly hair.

NATURAL-SOFT STRAIGHT SERVICE is a professional service, and is available in MATRIX salons only.

To maintain your perfectly straightened hair, take home the MATRIX Opti.care smoothing shampoo, smoothing conditioner, and split end serum to maintain healthy looking, silky straight hair.


About MATRIX:

Matrix, part of L’Oreal’s Professional Products Division, is the No. 1 American Professional brand* in the world, reaching out to over 275,000 salons across the globe. Matrix was founded in 1980 by Arnie Miller, an American hairdresser, with a vision to revolutionalise the salon industry and empower the hairdresser to Dream, Dare and Succeed.

Matrix offers an extensive portfolio of innovative, high quality products to cover every salon need across all categories,  hair care, hair colour, styling and texture. All formulae feature advanced smart technology to deliver expert professional results and simplified solutions.

The Matrix product portfolio in India includes Socolor, Wonder.Brown and now Wonder.Black haircolor ranges, including special hi-lift shades for naturally dark Indian hair. The Biolage and Opti.care hair care range offers professional, in-salon hair treatments as well as home-use products. All Biolage products are developed using natural ingredients and the latest technology. Opti.Straight and Opti.Smooth hair straightening and smoothing ranges provide two services - a quick, accessible straightening and a premium, smoothing service. Matrix also has a smart range of styling products Design Pulse.