Matrix and Chicago's Joseph Cartagena Style Fashion-Focused Businesswomen

Business Partners Joseph Cartagena Cynthia Porcelli at Fashion Event

Last month Matrix partnered with top Chicago salon owner Joseph Cartagena at a special fashion event sponsored by The event was specifically designed to provide first-hand fashion and beauty tips to 350 fashion savvy businesswomen.

Cartagena, who co-owns Genacelli Salon and The East Studio Salon, and business partner Cynthia Porcelli used Matrix Vavoom Freezing Spray Extra-Firm and Total Results Amplify Proforma Firm Hold Hair Spray to create updos and blowouts for interested guests, who were then able to pose against a Style Chicago backdrop for photos. A makeup artist was also on hand for quick touch-ups before guests were truly camera-ready.

“It was great,” Cartagena says.  “As soon as everyone saw what we were doing, they started lining up to be part of the action.” After the program, guests also left with goody bags filled with a selection of Matrix products.

Suggested Articles

R+Co educators and 901 Academy artists are collaborating on classes.  

Ratajkowski gets a summer bob, Zendaya rocks bangs and JVN reps Essie.

A new ’70s chic look for Hilary Duff, Yara Shahidi’s looped braids grace the CFDA red carpet and a new Lion King makeup line is coming.