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46 The Colorist | MARCH/APRIL 2017 | thecoloristmag.com PHOTOGRAPHY: COURTESY OF MATRIX ant access Matrix's Patrick O'Keefe explains the brand's many online tools designed to help hairdressers excel every day behind the chair. | po t of view m atrix has long recognized the value of providing beauty professionals with cutting-edge online tools to help them be more successful. Patrick O'Keefe, Matrix vice president, integrated communications, recently gave us the scoop on the brand's latest digital developments. "Digital is so vast and all-encompassing and is changing every day," O'Keefe says. "We know that in order for us to serve hairdressers and their clients better, we need to provide them with the best user experience possible." To that end, matrix.com/professional off ers beauty pros a number of indispensible resources. On the education front, a technique section features how-tos for achieving the looks from Matrix's key trends, such as American Blondes, Candy Strobing and many more techniques coming in 2017. Colorists can also take advantage of the site's Socolor certifi cation program, which is free and can be completed in just a few hours. "It's a great way for any colorist to really engage with Socolor and understand the techniques that are off ered through the wide range of the portfolio," O'Keefe says. Another valuable resource on matrix.com/professional is the Salon Emotion virtual salon area of the site, where users can learn how to elevate the client experience and increase revenue in seven key areas: the salon window; reception; consultation; backbar; color, cut and styling; retail; and checkout. Here, beauty pros will fi nd valuable tips from Matrix global ambassador for business Tabatha Coff ey and Summit Salon Business Center, as well as a brand-new virtual salon design tool featuring drag- and-drop functionality. e tool allows stylists to upload a picture of their salon and redesign the space with everything from a Matrix color bar to lounge area tables and chairs—Matrix Playstation. ey can then take advantage of a fi nancing assistance program to invest in remodeling the salon. Stylists will also find a number of resources on the Matrix Professional App, such as a formulation tool that can generate a color formula based on brand selection, starting hair color level, percentage of gray and desired level, along with the Color Lounge feature. "Color Lounge is a consultation tool hairdressers can use when they're engaging with their clients," O'Keefe explains. To use it, colorists upload a picture of the client, pick a color palette or shade and choose from a desired effect—such as ombré or partial highlight. The transformation is then displayed on the screen for the stylist to share with the client. The app also provides access to the new Salon Emotion virtual salon design feature. Matrix has also created a new, personalized experience for consumers visiting matrix.com intended to drive additional business to salons. After the consumer identifi es her hair color, she'll see an updated version of the site featuring relevant images, videos, blog posts and user- generated content. Clicking on any image will reveal the formula for achieving the look, along with a list of salons in the consumer's area that can perform the color service. With these valuable digital tools, Matrix is reaffi rming its commitment to hairdressers, according to O'Keefe. "We're always looking at ways to enhance our online presence, whether it's through desktop or mobile, social, video how-tos, or by providing the hairdresser with the right certifi cations and the right knowledge so that they can make their clients look their very best," he says. "It's really about celebrating transformations that happen in the salon every day." The technique section of matrix .com/professional features how-tos for key trends like Candy Strobing. From left: The Socolor certifi cation course on matrix.com/professional; matrix.com offers consumers a personalized experience; the Salon Emotion features are accessible on the app.