When Design Pulse burst onto the scene in May of '09, the young, the hip and the trendy took notice. The stylish logo, the funky, fresh product names (Switch Flicks, Glow to Pieces) were appealing to the youth market. Now the line is in the process of growing up (but not older) as Matrix adds new styling products, taking Design Pulse from a texture line to a fully developed, core styling line.
The new products have expanded the capabilities of Design Pulse to include all hair lengths, types and styles, says Senior Marketing Manager Greg Rosen. "People are really happy that we have added hair spray and mousse and that this is becoming a full-range styling line", he says.
HARD LOCK EXTRA STRONG HOLD HAIR SPRAY
The name says it all. This spray provides extra strong hold in a flash, for updos, big hair and gravity-defying styles of any length. The effect is lasting without leaving a residue; this versatile spray washes out completely.
GO BIG EXTRA STRONG HOLD MOUSSE
Use on wet or dry hair to create lasting body and great hold without making hair stiff or sticky.
FIBER SHUFFLE FIBROUS PLAY PASTE
This reworkable medium-hold paste creates light texture while it defines and separates. It's formulated to be intermixable and can be combined with other products to create a custom effect. It's lightly scented with a fresh, minty fragrance.
ROCK 'N HOLD HARD HOLD GEL
For very short to short styles where maximum hold is needed, Rock 'n Hold is used to create more structured looks. The long-lasting formula won't flake but washes out without leaving a residue. The fruity / floral fragrance has universal appeal.
THERMO GLIDE EXPRESS BLOWOUT CRÉME
The perfect companion to any Design Pulse product, use Thermo Glide before blow drying to provide heat protection and add shine. The unique formula actually strengthens hair and gives soft control without adding significant hold. For use with any length or style.
"It’s the young, fun brand with lots of energy."
Greg Rosen,
Senior Marketing Manager
Matrix
ON THE PULSE
Although the line is growing up, Rosen says, "It's still the young, fun brand with lots of energy." So it's appropriate that Matrix used a nationwide tour of college campuses for the roll-out. The concept was unique, targeted, and completely in keeping with the brand's personality.
Matrix used pop-up tents on ten different college campuses, offering students free 15-minute styling sessions (featuring Design Pulse products, of course.) Rosen says the plan was to have six chairs in each tent: one featuring a Matrix stylist and one each for five local salons.
It was way to promote both the brand and support local Matrix salons; Rosen says participating businesses were encouraged to have business cards on hand and offer promotions that would attract new clients. Music, Design Pulse Graphics, and lots of samples made for a party atmosphere that played well with Design Pulse’s fan base. "We wanted to create a really fun environment", says Rosen.
But the goodies aren't just for the kiddies. As always, Matrix offers marketing support that's a cut above the usual. The company will issue a new cutting and styling techniques guide, Eye on Design, with every new product introduction. (The line continues to grow with the recent release of 2 more Design Pulse products: Strong Beach Clay and Mix In Shine.) There are intro deals featuring merchandizing kits and lots and lots of samples – 1.9 million samples, to be exact.
Matrix also lowered the price on existing Design Pulse products and is pricing new ones in kind. "It's in line with the Matrix strategy of giving value to the salons and stylists", Rosen explains. Now stylists can style it, lock it and rock it like never before!
Product Profile from SalonCentric Magazine, Issue 6
