UK’s No. 1 Hair care brand Matrix launches Opti.care for enhancing the new age look

April 1, 2010 - PRLog -- Hair straightening and rebonding are increasingly popular services with Indian women and the trend doesn’t seem to be dying down! Indian women have thick and frizzy hair with a lot of volume and straightening / rebonding is an easy way to control that volume while wearing a straight chic and sophisticated look.
However, once hair is straightened it becomes more fragile and hence has special needs. If not properly cared for with the right products, it could turn dry and brittle causing frizz, breakage and split ends, and leave hair looking dull.
What’s required is a professional solution – a specialist hair care range that repairs, protects and smoothes the hair to help the effects of the straightening last longer.
Matrix innovates once again to bring you the 1st complete range of professional hair care products for straightened hair!

Opti.care with its unique 4 step system, has been designed specifically to care for the needs of straightened/rebonded hair. Its intense formulas blend ingredients like Shea butter, Silk amino acids and Apricot kernel oil to help CONDITION hair, REPAIR damage and SMOOTH frizz for healthy, sleek hair with hi-gloss shine.

Opti.care’s 4 Expert Steps

STEP (1) Smoothing Shampoo > Cleanse
The shampoo gently cleanses and moisturizes the hair. Infused with Silk amino acids and Shea butter, it softens texture, tames frizz, improves manageability and adds shine.

STEP (2) Smoothing Conditioner > Condition
Detangles as it conditions and moisturizes with ingredients like Apricot kernel oil and Shea butter. Adds intense smoothness for frizz-free sleek hair.

STEP (3) Intense Smoothing Mask > Treat
Enriched with Shea butter and Silk amino acids, this mask intensely conditions the hair to smooth texture and discipline frizz, leaving hair soft, sleek and manageable.

STEP (4) Split End Serum > Smooth
This light, non-greasy formula infused with Apricot kernel oil and Shea butter, repairs frayed tips and helps prevent split ends. It instantly smoothes frizz and flyaways to leave hair silky-smooth with a glossy, healthy shine.

NEW In-Salon Service: Opti.care >  Smooth & Seal treatment
Regular deep conditioning is a must for hair that is chemically straightened. So for the first time Matrix has devised a unique professional treatment service created from the fusion of a mask and serum. Opti.care’s Smooth & Seal treatment is the first specialist in-salon service that combines the intense nourishment of the mask and sealing properties of the split end serum to give you replenished silky-smooth hair. Your parched hair is nourished, repaired and smoothened, while being protected from future damage.  This service is recommended at least once a month in order to maintain the health, shine and smoothness of straightened/rebonded hair.

The Complete Brand for Straightening Solutions!
Opti is now the first Complete Brand offering solutions for all your straightening needs:
Opti>smooth         : For Rebonding
Opti>straight         : For Straightening
Opti.care>smooth & straight   : Specialist Care for Straightened Hair

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About Matrix
MATRIX – the professional products brand from L’OREAL was launched in India in February 2005. Internationally, Matrix is present in more than 2, 00,000 salons across the globe and is the No.1 professional products brand in America and a leading brand in Europe.
MATRIX brings in a new era of professional hairdressing and an opportunity for all Indian hairdressers to connect to international haircuts and styles on an ongoing basis which is why it has built the largest network of 21 educational studios across the country.
With a comprehensive and technologically advanced range of professional salon products across all categories of Color, Styling, Texture and Care; Matrix helps salons build their business with products and services priced accessibly, thus enhancing the salon’s profitability.