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Curves Ahead

Matrix’s new approach to texturizing enables stylists to easily create customized curls.

There’s good news for clients who covet flowing waves like those popularized by the Duchess of Cambridge Kate Middleton and Hollywood A-lister Jennifer Lopez. This month, Matrix rolls out its new Opti-Effects Neutral pH Dual Wave System, an in-salon texturizing service that delivers natural-looking results sans damage and residual odor.

Available in three strengths—Normal, Resistant and Sensitized—for every hair type, Opti-Effects’s color-safe formulas are also enriched with breakthrough technology. In addition to a neutral pH Waving Activator lotion that helps eliminate over-swelling of the hair’s outer cuticle layer for dazzling shine and true-to-rod curls, the system also contains a Wave Customizer that’s fortified with ceramides, four amino acids to strengthen the hair and a special cationic agent that enhances softness. When applied before the neutralizing process, the interim acidic rinse dramatically reduces hair’s pH level to buffer the rebonding process. “With the Wave Customizer, the curl is elongated and more supple for a modern wave pattern,” says Matrix Artistic Educator Robert Santana. “It can be applied to all rods or select ones to create a truly custom wave-design for each client.” matrix.com —K.D.

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About the Author

Kelley Donahue

As Editor in Chief of American Salon, Kelley Donahue reports on all aspects of the professional beauty industry, including salon business-building strategies, seasonal hair and fashion trends, salon services and techniques, and timely issues impacting manufacturers, schools, salons and distributor principals. In addition to conducting photo shoots--one of which was the recipient of an ABBIES Award for Best Magazine Cover--Donahue also travels extensively throughout the U.S. and abroad, sourcing out new trends and representing American Salon at major industry functions and educational events.