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Matrix's High-Gloss Hair Product Launch

October 2, 2002, 12:00 AM EDT

Matrix Trix product launch Dia Center for the Arts annex Tuesday, 09.24.02, 5 PM to 7 PM
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Matrix debuted its new Trix line of hair products—gels, waxes, clays—with a high-gloss launch event for beauty editors at a large raw space in the Dia Center for the Arts annex on West 22nd Street (just one block north from the similar-looking Eyebeam Atelier). PR and marketing firm Dente & Cristina produced the event, and creative director Barbara Dente used the line's product design and ad campaign to inspire a production-heavy event.

After some corporate speeches from Matrix execs, lighting designer Ron Fogel of Fogel & Associates dimmed the lights and projected some colorful advertising videos of pouty models striking serious poses. To demonstrate the different qualities of the five new products in the line (with names like Dirtytrix and Textrix), five models posed in five different mini-sets designed and built by Stefan Beckman of Exposure New York—a punky girl with slicked back hair clutching a stuffed panda bear, a dirty-haired rocker guy in leather pants mock-strumming a guitar in front of a Union Jack flag.

After the company's head stylist described each of the five products in the line, the assembled beauty editors could try out the products at a row of five salon stations manned by Matrix stylists, while DJ Beverly Bond played a loud, pounding hip-hop mix.

Chad Kaydo

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