Stop Being a Hostage to Your Hair

                      Stop Being a Hostage to Your Hair

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

PR Newswire

NEW YORK, Jan. 28, 2014

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.


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:

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.

We don't just claim to be salon quality. Weare salon quality. And if you
don't believe us, ask ourAdvisor, famed stylist Sally Hershberger.Sally has
tested the Madison Reed formulas with her top-notch team ofcolorists. "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.

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

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.

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."

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.

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.

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.

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.

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.

  oSuper simple, illustrated instructions
  oRadiant Cream Color
  oConditioning Color Activator with "less-mess" application tip
  oTwo pairs of Fitted Gloves, one for applying color and another to rinse
  oBarrier Cream to keep skin around your hairline clean
  oHair Cap to wear while waiting for color to set
  oA Cleaning Wipe to remove stray color
  oSpecially formulated Color Enhancing Shampoo and Conditioner

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 or call 888.550.9586

SOURCE Madison Reed

Contact: ALISON BROD PUBLIC RELATIONS, Kristin Breen and Chelsea Spring, /, 212.230.1800
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