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Matrix appoints Influencer Stylist Alfredo Lewis to Global Brand Head of Education

Friday, 06 March 2020 09:01

Matrix has announced that Alfredo Lewis, influencer stylist and Matrix Global Educator and Ambassador, will join the brand as the Global Head of Education, overseeing all Matrix Education activities around the world.

Lewis will spearhead the overall Education strategy, develop Education platforms and initiatives, and drive the growth of the global artistic network.

An influencer pioneer, Lewis harnessed the power of social media early on having developed in 2014 a professional influencer network with a reach of 10 million followers. Lewis’s in depth stylist knowledge, mentorship abilities, and social media savvy will support the brand’s commitment to community based education and accelerate Matrix as a digital-first brand into the future.

We are incredibly excited to announce the appointment of Alfredo to our super star team,” says Sheri Doss, Global Head of Education for the US Brands of L'Oréal’s Professional Products Division. “Our mission is to be the #1 resource for all salon professionals via a unique online / offline journey that provides best in class education and Alfredo’s experience will help us to move further and faster to make this happen!

Alfredo truly represents the spirit of the Matrix community. He will help us expand our reach and provide stylists with the necessary tools to support them on their career journey,” says Shane Wolf, Worldwide President, L'Oréal Professional Products Division US Brands.

Lewis joined the Matrix Global Ambassador team in 2018 and helped to launch several campaigns and grow the reach of the brand. Prior to this, his accomplished career included many successes as a celebrity stylist, platform artist, educator, multi-award winner, and beauty industry executive.

I am beyond honored and excited to be joining the Matrix global team. It has been a privilege to work with them as an artist, content creator and consultant. From day one they have embraced me as I am, an artist and businessman who believes that the core of any brand is education. I can’t wait to create magic with them… and all of you!” says Alfredo.

Lewis’s integration into the brand team will strengthen Matrix’s commitment to build and unite the most digital global community of hairdressers, fueled by expression, inspiration, and uncomplicated products and services for all.

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    Everyone loves rainbows, and now Martix is renewing its commitment to being the most inclusive haircare and haircolor brand in the industry with its 2021 rebranding campaign.

    More than four decades ago, Arnie Miller and his wife Sydell, founded Matrix based on the values of synergy and togetherness. And over the same period of time, Matrix has always been proud to welcome hairstylists of all ages, backgrounds and levels of experience into a supportive community where they are given the tools they need to succeed. This outlook included investments in innovations and education to help every stylist fully realize their true creative and professional potential. Now Shane Wolf, the Worldwide President, Professional Products Division US Brands, is announcing a renewed commitment to those same values,"Today, the brand is proud to reveal a reinvented Matrix, guided by those principles, yet reimagined and modernized," he explains.

    How? Through the Hair Diversity Matrix. This is essentially a scorecard system created in collaboration with internal labs and the education community to ensure that all Matrix products and education materials are developed with a view to meeting the needs of every hair type. The result is that the dimensions of this scorecard system include all levels, from dark to light, all underlying pigments, from warm to pale, all diameters, from fine to course and all patterns, from straight to curly. The brand will also introduce new product innovation with disruptive technology, including a re-stage of its cult favorite SoColor and Color Sync lines, with 120+ and 90+ new shades respectively, plus a bold re-packaging design.

    By empowering stylists to meet the needs of every client with total confidence in products and techniques, as well as staying the original course of values and vision, Carrington Cole, Matrix US SVP, shares, “Matrix will continue to inspire stylists with the confidence to reach for their dreams.”

    So everything is coming up rainbows, as Matrix’s network of Artists continues to support stylists at every stage of their wonderful journey, resulting in the most inclusive education community led by brand VP, Global Education, Alfredo Lewis and a portfolio of diverse experts.

    To learn more about the NEW Matrix, follow @Matrix  on Instagram and visit Matrix.com

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