Matrix re-imagine their brand at national conference 2011

At their 2010 annual conference Matrix launched a new brand identity, inviting clients to 'imagine all they could be' with three core ideals promoting products, education and personal success. Twelve months on, the company celebrated the first successful year of the Imagine campaign at their annual national conference in Manchester.

An action-packed day of business and creative presentations covered developments and success stories in the first two key areas; products and education. 

Matrix General Manager Adrian Thelwell led the day's proceedings, celebrating the previous year's achievements and outlining commercial and marketing objectives for 2011.

Adrian also announced that Matrix will be launching a new product range in 2011. Currently referred to secretively as Project X, Adrian promised that the range will change the rules of salon retailing, closing the gap between high street and salon retail. 

Presentations by Head of Marketing Darragh O'Connor, National Education Manager Darren Oram, and Commerical Manager James Francis filled the rest of the afternoon, with news and updates on education and branding for 2011, including the relaunch of Club Matrix, the return of the Live Fusion tour, and heavy investment in social media.

The audience also enjoyed three creative presentations over the course of the day, covering colour, styling, and treatments.

Matrix ambassadors Gary Hooker and Michael Young introduced the luxurious new colour collection, Desert Bloom. Blending flashes of warm colour with a rich palette of neutral and nude tones, the high fashion collection is due in salon next month. 

A lively gang of breakdancing models dressed in Rihanna-inspired outfits introduced the new Design Pulse collection, Youth Quake. Combining individual finishes with trend-led elements, the punchy new looks were introduced by the Matrix artistic team; Jamie Stevens, Ross Taylor, Terry Longden and Michael Quinn.

The audience was also treated to a presentation of the Biolage range, with bespoke looks presented by Errol Douglas, Andrew Jose, Marcus Shamim, Paul Falltrick, and Anne Veck - presenting for the first time as part of the artistic team.

A black tie dinner and awards ceremony concluded the first day, providing the perfect opportunity to celebrate the company's third core value; personal success. As well as a special presentation to Steve Moulton, who received a Long Service Award, the three Destination Fame 2010 winners - Gavin Kiely of Ivory Hair, Limerick; Harry Nichola of Christian Wiles Hairdressing, Northampton; and Anne Veck of Anne Veck, Oxford - were presented with framed photographs of their winning images by their mentors, while outstanding sales people and distributor teams who had contributed to the company's growth were also recognised.

The following morning got off to a rousing start with an African drumming workshop, designed to reinforce the message of working together towards a common goal - as well as blow away any cobwebs from the previous night's party! An afternoon of business seminars followed, ensuring that all guests left with inspiration levels at an all time high.