Matrix announced Leonardo Chavez as its new vice president and general manager, a role in which he will lead the global expansion of the brand with a specific focus on the emerging markets of China, Brazil, Russia and other Asian nations. He has had past success with brand turnaround during his time as vice president of marketing at Maybelline.
“Matrix is a strong American brand with a clear sense of purpose,” Chavez said. “It stands for accessible innovation and education principles that are smart, straightforward and competitive. Now we have the opportunity to elevate and expand the brand by leveraging its accessibility, creativity and innovation; I’m very excited about the prospects ahead and about putting the experience I’ve gained in L’Oreal’s CPD, LPD and corporate divisions to work for the Matrix brand.” —Kristen Heinzinger