SYS-CON MEDIA Authors: Adine Deford, Cynthia Dunlop, Harry Trott, Xenia von Wedel, Peter Silva

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Stop Being a Hostage to Your Hair

Introducing Madison Reed, the Next Wave in "In-Home" Hair Color

NEW YORK, Jan. 28, 2014 /PRNewswire/ -- No, that's not a typo. Here's why... First, let's talk numbers. 90 million women in the U.S. color their hair, and up until now, there have been two options – go to a salon, which costs a fortune and takes up half your day, or color your hair at home with a traditional product. In other words, pick your poison. And don't forget about all those chemicals. Enough is enough.

(Photo: http://photos.prnewswire.com/prnh/20140128/NY54042)

Enter Madison Reed.

Madison Reed, launching February 2014, is revolutionizing every aspect of the at-home hair color experience. We provide ammonia- and resorcinol-free professional grade products that are used in salons and deliver them to your door. We'll even send a colorist to you to make color selection and application a breeze – beginning in select locations later this year, and we're growing. Still afraid to color your hair at home? We've developed entirely new ways of finding your perfect permanent hair color – choose from an online color advisor, mobile app, live web chat, digital photo consultation or speak to a trained colorist on the phone. All of this is what makes the Madison Reed "in-home" coloring experience superior to the traditional way of coloring your hair at home. Want to know more?

TOP 10 Things to Know About Madison Reed:

1.       WE KNOW TECH
Meet Amy Errett, CEO and Co-Founder of Madison Reed. A leading entrepreneur, senior executive and venture capitalist, Amy is obsessed with categories that have limited to no innovation, looking for what she doesn't see to deliver superior service. This passion is what ignited the spark for Madison Reed. Headquartered in San Francisco, Madison Reed is backed by top-tier venture capital firms True Ventures, Norwest Venture Partners and Maveron, co-founded by Starbucks CEO Howard Schultz.

2.       WE ARE SALON EXPERTS
We don't just claim to be salon quality. We are salon quality. And if you don't believe us, ask our Advisor, famed stylist Sally Hershberger. Sally has tested the Madison Reed formulas with her top-notch team of colorists. "It's very easy to mix and apply, and the results are amazing… incredible color that has depth, shine and really lasts. It's definitely a salon grade product," says Hershberger. Alex Chases, founder and owner of famed salons in San Francisco and Silicon Valley has signed on as an Advisor as well. He and his team of stylists use Madison Reed in his salons, making the brand the only at-home hair color that's available in salons. "When I first started using Madison Reed, my clients demanded I use it at their next visit.  They love the results," says Chases.

3.       WE DON'T LIKE AMMONIA IN OUR HAIR EITHER
Free of harsh chemicals like ammonia, resorcinol and parabens, our formula is instead packed with conditioning agents that protect the hair and scalp during the coloring process, something that was important to Sally while advising on the product development. Sally explains, "I love that the color is ammonia-free and that hair doesn't feel or smell like it's been chemically treated." 

Leveraging micro-pigment color technology, Madison Reed was able to get rid of the bad stuff and add in the good. Argan Oil coats and shields hair while Ginseng Root Extract penetrates all the way to the cortex to improve strength and alleviate split ends. Keratin repairs damaged cuticle layers, restores elasticity and leaves hair looking shiny, strong and healthy. Additionally, all products in the kit are completely gluten-free, and they smell great too – you won't freak out the cat, the husband or the family. And speaking of the cat, we don't test on animals. Ever.

4.       WE DELIVER SALON-QUALITY RESULTS
Handcrafted in Italy, our special pre-mixed multi-tone formula comes in 27 natural and dynamic shades for sophisticated salon-quality color with unparalleled depth and shine. So whether you're refreshing your roots, covering up grays or trying on a new color, our professional-grade product provides complete, fade-resistant coverage that Hershberger refers to as a "game changer."

5.       WE HELP YOU FIND & APPLY YOUR PERFECT COLOR
Don't know which color is for you? No sweat. If you already use the hair color of another brand, use the Color Translator to determine the corresponding Madison Reed shade. Need help choosing a new color? Our online Color Advisor walks you through a few simple questions to provide a recommendation that fits your skin tone and profile. You can even upload a photo for live feedback from the certified colorists on our Color Crew. Ok, so you have your color – now what? In addition to step-by-step visual instructions on the box and how-to videos, our Color Crew is there for you by phone, text, and web chat. 

6.       WE MAKE HOUSE CALLS
Say that again? That's right – in select locations in February 2014, but we're growing, we're providing personal access to an amazing group of certified colorists to help you select your shade and teach you how to apply it in the comfort of your own home. This will completely change the way you think of at-home hair color. And this is just the beginning.

7.       WE AUTO SHIP TO YOUR DOOR
We get it - the dozen or so versions of our to-do lists are piling up too. Adding "remember to get hair colored" can officially be crossed off that list. With Madison Reed, you'll never forget to order your shade when you are due for a touch up. Order it once, set your delivery schedule and don't think about it again. Need to make a change, no problem. With just a few clicks you can update your color or the date of your next shipment.

8.       WE LIKE PROOF
Our R&D team has over thirty years of experience developing professional and consumer hair color. Leading up to launch, we conducted 2,000 hair tests on models of all hair types, analyzed the shades under three separate light sources (both warm and cool light indoors, and natural light outdoors), and tested each shade with three types of hair – natural, colored and gray. In order to pass the Madison Reed test, each shade needed five perfect outcomes for success. No cutting corners here.

9.       WE PACKAGED A NO-BRAINER
After talking to hundreds of women about their experiences with at-home color, we found a variety of complaints surrounding the application process and packaging itself. Because of this, we decided to reinvent the box and what's inside. In each Madison Reed kit, you'll find everything you need. And, when you've finished, just drop it into the box and recycle… yep, all kit components are recyclable.

  • Super simple, illustrated instructions
  • Radiant Cream Color
  • Conditioning Color Activator with "less-mess" application tip
  • Two pairs of Fitted Gloves, one for applying color and another to rinse
  • Barrier Cream to keep skin around your hairline clean
  • Hair Cap to wear while waiting for color to set
  • A Cleaning Wipe to remove stray color
  • Specially formulated Color Enhancing Shampoo and Conditioner

10.   WE WON'T BREAK YOUR BANK
At Madison Reed, we believe you deserve a salon-quality product at an affordable price. You get all the above (one complete box) for $29.95.

Time to live life brilliantly.

For additional information, visit www.Madison-Reed.com or call 888.550.9586

SOURCE Madison Reed

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