Canadian professional hair color brand Matrix, a part of L’Oréal Canada’s Professional Products Division, has launched its latest innovation, Tonal Control Pre-Bonded.
 
This demi permanent gel toner collection will be introduced to stylists via an exclusive metaverse event—a first for the brand—followed by a broad rollout in salons and professional stores nationally. Other beauty brands that have recently entered the metaverse include Living Proof and Buxom Cosmetics.

An Educational Experience in the Metaverse

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 educational experience possible. The metaverse is a three-dimensional virtual, shared space where users can interact with each other and with computer-generated elements in real-time.
 
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 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 color, a Tonal Control color 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."

About Tonal Control Pre-Bonded

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 color-coded systems represent the dominant color 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.