UPFRONT AND PERSONAL: Matrix is using the parties during UpFront Week — the time during which TV networks reveal what new shows are coming out for fall and what’s not coming back — to spread the word about its new Matrix Men hair care line. On Tuesday night, at the Entertainment Weekly/Matrix Men UpFront party, celebs including Eva Longoria, Felicity Huffman, Molly Shannon and Kristin Cavallari stopped by the Matrix Men Styling Station where Matrix was donating money to the Fresh Air Fund. At the Lucky UpFront Suite, Matrix gave away new Matrix Men items to Kelsey Grammar, Jason Lee and Carmen Electra (for her husband, Dave Navarro).

NEW SASSOON: Vidal Sassoon is celebrating its newly relocated and remodeled salon at Southern California’s South Coast Plaza. The 3,500-square-foot space features a 720-square-foot reception area, a mid-century inspired lounge area and triple plasma monitors. A retail area stocks hair care and styling products. The main salon area is equipped with 27 styling stations, including an area for color services.

PURE EXPANSION: Privé Products has landed distribution in 41 high-end PureBeauty stores. The herbal-based hair care and styling line, created by celebrity stylist Laurent D., retails from $16 to $53. Privé salons, located in Manhattan, Los Angeles and now Orlando, Fla., are also getting deeper into nail services. For spring, the salon added a lavender-inspired manicure and pedicure service to the menu, which includes a cup of hot lavender tea and a foot and hand massage using lavender-based creams and salts. Seasonal services will be added throughout the year and will cost around $75 for a pedicure and $45 for a manicure.

BROW BEATER: Ramy Gafni, brow and makeup artist extraordinaire, is expanding services to keep up with demand for his expertise. In late February Gafni set up a brow bar in Jeffrey New York, located at 449 West 14th Street, an extension of their existing makeup counter area. Gafni will work from there on specific days depending on his schedule. Launching May 23 is yet another Gafni brow bar, this time at the Ted Gibson Salon, located at 184 Fifth Avenue. The average price of a brow service with Gafni is $65.

This story first appeared in the May 19, 2006 issue of WWD. Subscribe Today.

DRAWING BOARD: Rimmel London is looking to recruit a student from the Fashion Institute of Technology to create a face illustration for its national retail displays to show off “The London Look.” Participating students submitted up to two black-and-white illustrations, designed to “capture the spirit of the ‘Rimmel Girl,’” a hip, edgy twentysomething. The winner was slated to be announced Saturday, but the flood of submissions has pushed the selection date to May 24. The winner will receive $1,000 and national exposure through the promotion.

FEET FIRST: Gehwol, the German-made line of foot care products known for its treatment of common foot ailments, is expanding its U.S. distribution. Last month, the line, which includes more than 30 foot, nail and body care products, made its debut at New York-area specialty pharmacies, including Windsor, Bigelow and Apthorp. The line will also be available this month on the company’s Web site, gehwolusa.com, and at spas throughout New York City. For the past five years, Gehwol has been sold exclusively at Nordstrom spas. Company executives are predicting sales of $2 million in 2006 and expect to double that number in 2007.

HEATING UP: FHI Heat, a division of BeautyMax USA, is focusing efforts on making its product lines more distinct from each other. Now, there are flat irons under the Runway, Platform and Technique series, with Runway being the highest price point ($400), Platform the mid-priced and best-selling series, followed by Technique, which is more of a budget series with prices under $100. There’s also the H2 pro brand, which is exclusively for the mass market, and a subsidiary of BeautyMax USA. This year the company launched Hot Sauce, a heat-activated conditioner, which sells for $28, as well as a curling iron for $195. For 2006, BeautyMax USA expects sales to reach $20 million, up from $8 million in 2005, due to rapid expansion of their private label business. In 2007 FHI Heat will begin a print ad campaign in trade and consumer magazines. Approximately 2,000 stores across the U.S. carry FHI Heat products.