Matrix Professional spins into MY with laundromat takeover

Matrix Professional has launched in Malaysia with what it calls its first-ever O+O activation, taking over a laundromat in partnership with Watsons and TikTok.

Held in partnership with Watsons and TikTok, the Matrix Creators Lab transformed the space into an interactive haircare experience, bringing together more than 120 guests, including media, celebrities and content creators, to mark the brand’s launch in Malaysia.

The Matrix Creators Lab, held at Randy’s Laundromat on 2 November, transformed the space into an interactive haircare experience. It drew more than 120 guests, including media, celebrities and content creators. To reach audience at home, it was also livestreamed concurrently on Watsons’ and Matrix’s TikTok channels.

The activation featured a series of social-first experiences, including a laundromat-themed photo opportunity, product discovery zone, UV tattoo bar and styling studio. Guests could also personalise pouches with charms and accessories, while a Matrix x KATSEYE-inspired motion-tracking game invited them to take part in a dance challenge.

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The laundromat was meant as a fresh spin on wash day. Matrix’s hero range at the event was "Food for soft", a hydration-focused line with avocado oil and hyaluronic acid. 

The event also marked the L’Oréal-owned haircare brand’s TikTok Shop grand opening. Matrix is also sold through Watsons and Shopee, giving it three retail channels at launch.

Creators including Alex Ho, Azfar Heri, Daisey Gorgeous and Yazmin Aziz attended. The night ended with Malaysian personality Jenn Chia’s first-ever DJ set, which Matrix supported as an example of the Creators Lab’s spirit of experimentation. 

“Matrix didn’t just give me a platform to perform,” Chia said. “They gave me the opportunity to share a side of myself that even I hadn’t seen in a long time.”

Randy’s Laundromat has also been emerging as an unconventional setting for brand experiences. In October, insurance and financial services platform BJAK held its Laundry Rave at the same venue, bringing DJs, games, prizes and refreshments into the laundromat for an afternoon event.

Matrix, founded in 1980 and part of L’Oréal since 2000, describes itself as L’Oréal’s No. 1 professional haircare brand, used by stylists in more than 40 countries.

The launch is the latest O+O push from a Malaysian beauty retailer. Watsons Malaysia recently opened Watsons Plus, an 18,000 sq ft flagship at Isetan Lot 10 that it positions around “seamless O+O experiences”. 

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