Matrix imagines a bright new future at its annual conference
Back in the 80s, when hair was big and bouncy, American hairdresser Arnie Miller imagined a haircare range that would revolutionise the market. His brainchild, Matrix, went on to become America's number one haircare brand.
Thirty years on, hair is big and bouncy again and Matrix is back pushing the boundaries with a new brand identity, 'Matrix Imagine All You Can Be.'
The new tagline, along with three core values - Imagine our best affordable products; Imagine the most accessible education and Imagine personal success - was launched at the Matrix 2010 annual conference at the Vale Hotel and Spa in Wales.
And to demonstrate the new philosophy, the Matrix artistic directors, Errol Douglas, Jo Jordan, Gary Hooker and Michael Young, Marcus Shamim, Andrew Jose and Paul Falltrick took to the stage and created dramatic avant-garde shapes that used a vivid pallet from vibrant violet and fire engine red to canary yellow.
It was the first of three inspiring hair shows by members of the artistic team, including new artistic director Jamie Stevens' first outing for Matrix, along with Scott Green, Alex Turnbull, Marcus King and Christian Wiles.
The second show demonstrated the versatility of the Design Pulse range, which is set to launch five new products in 2010, to showcase the company's commitment to offering the best affordable products.
Four models boasting looks from a soft androgynous cut with flashes of blonde through the fringe on a male model, to long flowing redhead locks and two on-trend crops were re-worked live onstage creating different styles.
Using the hairdressers' favourite Design Pulse products, the male model's hair was transformed to a more masculine quiffed style, while the sleek, shiny red locks were given texture for a more edgy rock chick look.
Education - and the Matrix pledge to offer the most accessible education - was central to the final show; which offered a teaser for the forthcoming Matrix Unplugged Live: Imagination Tour.
As members of the artistic team created the season's key trends onstage, Scott of Acu, Wiltshire, promised the tour would deliver, "commercial skills that will be fully transferable to the salon."
In addition to the creative shows, the conference also allowed Adrian Thelwell, general manager of Matrix UK and ROI, to share the company's business news with the 250-strong audience of distributors, hairdressers and educators.
"We are delighted to announce that Matrix is now in more than 10,000 UK salons," Adrian said, while revealing that the company had experienced growth in all of the key areas in 2009, despite the tough economic climate.
And the company is envisaging even more growth in 2010 as they bring their new core values to life with a series of innovations across their pillar brands and introduce more courses, in more regional locations, to their education programme.
A lavish gala-dinner also provided the perfect opportunity to mark the company's third core value and celebrate some personal success stories.
As well as a special presentation for Martin Woodgate, who has been a Matrix distributor partner for 20 years; the three Destination.Fame 2009 winners - Tal Alboher, Hollie Gavan and Christopher Patterson - were presented with framed photographs by their mentors Errol, Gary, Michael and Andrew; while the outstanding sales people and distributor teams who had contributed to the company's growth were also recognised.
With the serious business over it was time for guests to party the night away and hairdressers being hairdressers you can imagine how much fun everyone had!
