Matrix national conference - a mission possible in iceland

Delegates attending the Matrix National Conference in Reykjavik, Iceland were introduced to the theme of Mission Possible at the welcome party, with the emphasis very much on fun. Day two saw the Matrix team, led by general manager Hugo Boisvert ready to get down to some serious business. Hugo congratulated salons and distributors on a successful 2013 – which he said had seen Matrix grow turnover by 5%, outperforming the total professional haircare market eight-fold. The brand had also grown its salon penetration by 1,000 during 2013, said Hugo, plus reached 22,500 hairdressers with education. But this was not the time for complacency, he stressed, as he outlined plans for 2014 and beyond. “In 2014 I would like to see the brand grow at 10 times that of the total market. By 2020 I would like to have doubled the brand’s turnover and be the undisputed number one brand in the market,” said Hugo. The conference also saw presentations by key members of the Matrix team updating delegates on new product launches planned for the year ahead. The afternoon was more hands-on for delegates, who were introduced to the relaunched Biolage range via a series of activities that demonstrated the properties of new active ingredients. In another activity delegates were asked to create ideal salon areas using boxes of props – which proved an enlightening experience with salon owners happy to share their own experiences of running successful businesses. On day three of the conference delegates were treated to a spectacular tour of one of Iceland’s largest national parks, travelling across a glacier in a convoy of jeeps. The tour ended at the Blue Lagoon spa where delegates enjoyed the mineral-rich waters before changing into their finery for the gala dinner at the location’s restaurant. The inspirational landscapes of Iceland coupled with the motivational conference really did leave delegates believing anything was possible.