Montreal, March 29, 2023 – Matrix, one of the leading professional hair colour brands in Canada, is excited to announce the launch of its latest innovation, Tonal Control Pre-Bonded. This new demi permanent gel toner collection will be introduced to stylists via an exclusive metaverse event – a first for the industry - followed by a broad rollout in salons and professional stores nationally. As one of the most inclusive brands in the professional industry, Matrix wants to remove all barriers, whether economic or geographic, for stylists across Canada, and with the metaverse launch, Matrix is enabling the widest access to the best educational experience possible. 

The free educational launch event, which is scheduled on April 17, 2023, at 11:00 AM EST will offer attendees a unique and immersive experience – no VR headset required – as they learn about the new demi permanent gel toner collection, its extensive shade palette and usage techniques. The event will feature live education from the Matrix Education Team, networking, games, giveaways and much more. During the event, the first 500 stylists who visit all the exposition hall’s booths will receive a free Tonal Control Kit containing two tubes of Tonal Control Pre-Bonded colour, a Tonal Control colour brush or bottle, and a developer. 

"We're thrilled to be launching our new Tonal Control Pre-Bonded colour collection in the metaverse," said Archana Kalegaonkar, General Manager of Matrix Canada. "We believe that the Metaverse provides the perfect platform to showcase the capabilities of our new acidic gel toners and offer stylists everywhere a truly immersive educational experience like none other." 

Available for stylists starting April 1, 2023, Tonal Control Pre-Bonded includes seventeen predictable gel toners, over six reflects, for ultimate post-lightening control on all hair types and provides real-time visible oxidation. The formula gradually darkens as it oxidizes, so stylists know precisely when the 20-minute processing time is complete and it’s time to rinse. The different colour-coded systems represent the dominant colour of the shade family for ultimate predictability. The results are true-to-tone, multidimensional, and last up to 6 weeks. 

The launch event is open to stylists across Canada and is free to attend. To register for the event, sign up on the Matrix in the Metaverse Eventbrite event page. The online event link will be sent the morning of the event via email by Eventbrite. 

About Matrix 

Matrix, one of the leading professional haircare, and hair color companies in Canada is part of L’Oréal Canada’s Professional Products Division. Founded in 1980, Matrix is committed to the development of the salon professional and offers one of the most inclusive portfolio of products including: SoColor Pre-Bonded Permanent, SoColor Sync Pre-Bonded Demi Permanent, Light Master Pre-Bonded, Coil Color Ammonia-Free, Matrix Styling, and Total Results. Visit MatrixProfessional.ca for hairstyle and hair color inspiration as well as Matrix trends and tips! 

About L’Oréal Canada 

L’Oréal Canada is a wholly owned subsidiary of L’Oréal Group, the largest cosmetics company in the world. Headquartered in Montreal, the company had sales of $1.38 billion in 2021 and employs more than 1,450 people. The company holds a portfolio of 39 brands, encompassing all aspects of beauty, and is present across all distribution networks: mass market, department stores, salons, pharmacies, drugstores, and branded retail. L'Oréal Canada, whose operations are carbon neutral, supports the L'Oréal Foundation’s programs such as L'Oréal-UNESCO For Women in Science, which has promoted the advancement of women in science in Canada since 2003, Beauty for a better life, a social reintegration program in hairdressing for immigrant women since 2017. 

Contact: 

Karine Ledain 

bicom Inc. 

[email protected] 

(450) 775-4515