Matrix’s Iconic Brand Transformation. The Who, What & Why with Andrew Edwardson

Sponsored by milk_shake X Hello Salon Pro https://thetease.shop/products/hello-salon-pro-subscription-box Interview with Andrew Edwardson Andrew Edwardson is the Global Brand President of Matrix. Matrix is a leading professional brand whose mission is to elevate its users through a unique portfolio of products for all hair types and all humans. Since assuming this role two years ago, Andrew has refocused the vision of the brand itself – harnessing and expanding upon its pioneering 44-year legacy to connect with the next generation of consumers and stylists. Throughout his 15-year international career in the beauty industry, Andrew has been instrumental in unlocking the potential of and turning around brands and the categories within. His expertise in luxury brand management, product development, and communications reinvigorated Kérastase to become the #1 luxury hair brand in the industry with iconic products Blond Absolu, and Genesis. He has also worked on industry legend Maybelline, supporting pillars like Fit Me and reviving the complexion category in the post-pandemic decline with new star products like SuperStay 24H Skin Tint and the recently launched Sunkisser liquid blushes. With Matrix, Andrew has the same ambition: for this iconic institution to take its rightful place as the love brand for the next generation. And with that in mind, he is spearheading the modernization of founder Arnie Miller’s vision, celebrating Matrix as a brand to elevate, inspire, and bring joy to both new and existing consumers and stylists. His renewed focus on haircare is highlighted by the launch of star range Food For Soft (already top 10 in hydration in the market), as well as the new Instacure Build-A-Bond repair range that delivers one billion bonds in every bottle to fight damage. Links: https://www.instagram.com/iamandrewedwardson/ https://www.matrix.com/ https://www.linkedin.com/in/andrewedwardson/ https://www.instagram.com/matrix/ News from TheTease.com: https://www.thetease.com/dreamsgirls-hair-and-donnas-recipe-rally-to-provide-aid-to-those-affected-by-the-los-angeles-wildfires/ https://www.thetease.com/fastfoils-brings-new-innovation-to-the-foil-category-with-launch-of-first-endothermic-pop-up-foil/ Help Those Impacted By The California Fires: https://www.thetease.com/a-comprehensive-list-of-gofundme-pages-for-beauty-professionals-impacted-by-la-fires/ https://www.thetease.com/what-you-can-do-to-help-people-impacted-by-the-fires-in-southern-california/ More from TheTease.com: Instagram: https://www.instagram.com/readthetease/ (readthetease) Instagram: https://www.instagram.com/volumeupbythetease/ (volumeupbythetease) Instagram: https://www.instagram.com/kellyehlers/ / (KellyEhlers) Instagram: https://www.instagram.com/eljeffreycraig/ (eljeffreycraig) Web: https://www.thetease.com (TheTease.com) Email: [email protected] Credits: Volume Up is a Tease Media production. This episode was produced by Monica Hickey and Madeline Hickey. Brian Daly is our editor and audio engineer. Thank you to our creative team for putting together the graphics for this episode. Thank you to the team who helped create our theme song. Show them some love and check out their other work! Josh Landowski: https://www.instagram.com/josh_landowski/