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Opti.smooth, the permanent hair-straightening service by Matrix


March 30, 2009 12:00 by

For all those who love their hair, and wish to wear it straight & strong, Matrix presents Opti.smooth, the 1st straightening service that gives dramatic results, while conditioning and protecting hair every step of the way. Opti.smooth is a unique new service that makes hair look beautiful, strong, and silky all at once.

It offers three types of service depending on how you wish to wear your hair. If you’re crazy about your curls but want more control, and less frizz, Opti.smooth cold–smoothing service is just what you need. For those who crave for a permanent “blow-dry look” without losing the volume, Opti.smooth progressive- smoothing service is the recommended product for your hair. However, if you dream of hair that’s permanently iron-straight, ask for Opti.smooth heat-straightening service.

Opti.smooth contains patented Ceramide technology that protects and fortifies hair throughout the straightening process. Its ‘Auto-stop action helps prevent over-processing, while the silk amino acids deep-condition and moisturize hair.

Further, to maintain your hair’s silky straight look after the Opti.smooth service, it is advised that you use Matrix Sleek. Look Products. This patented smoothing system keeps humidity locked out and the sleek shine in.

About Matrix

MATRIX, the leading professional hair care and hair Color Company in the United States, is part of L’Oreal USA’s Professional Products Division. Founded in 1980, MATRIX is committed to the development of the salon professional and offers a wide range of hair care, hair color and hair texturing products including: Biolage,, Sleek.look,, Amplify, Trix, Vavoom, ColorSync, Logics, SoColor and Opti.smooth. MATRIX professional products are available only in salons.

About L’Oréal

L’Oréal, the world’s leading cosmetic company, was founded in 1907 by chemist Eugène Schueller. With a work force of over 48,000 people throughout the world, L’Oréal is present in over 150 countries and has a portfolio of international brands. 15 top brands account for 90% of the turnover. The group sells around 100 cosmetic products every second. L’Oréal is the leader in this sector, with 13% market share.

For additional information on PR and the Matrix Spotlight, please visit our website on or contact:

Pencell PR & Events

Ruba Farah

Email:[email protected]

Tel: +971 4 4278 732


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