Alterna Haircare has announced its official partnership with actress and entrepreneur Katie Holmes as co-owner and first-ever celebrity spokesperson. “In many ways, Katie is the epitome of the beauty and health-conscious, stylish, discerning consumer we hope to reach,” says Joan Malloy, president/CEO of Alterna Haircare. “We are so fortunate to be able to tap into her perspective—not only creatively, but as a busy professional, mother and woman on the go.”
Launched in 1997 and now owned by TSG Consumer Partners, Alterna has been recognized by beauty and industry insiders for cutting-edge, professional formulations that are free of harsh chemicals and formulated with globally-sourced, often sustainable and organic ingredients.
“I’m really proud to be a part of this company—not only because the products are incredible, but because their accessible luxury and free of philosophy really speaks to me,” adds Holmes. “I love that Alterna uses natural and organic ingredients and stays away from harsh chemicals such as sulfates and parabens. It’s good for my hair and good for the earth, so I feel good using it.”
Over the course of her multiyear relationship with Alterna, Holmes will be sharing her creative and consumer insights to help the brand continue to grow and expand its devout consumer following around the world, as well as inspire salon and retail partners.
Consumers will get their first glimpse at the partnership with the spring 2013 integrated marketing campaign, which will appear in March women’s beauty, lifestyle and salon-trade publications. It invites consumers to experience the "transformational" power of Alterna products "after just one use" via product sampling.
It will also be the largest ad campaign for the company since its inception.
In support of the campaign, Alterna will be distributing product samples and merchandising materials featuring the campaign image globally across all of Alterna’s distribution channels, including fine salons, specialty beauty retailers (Sephora, ULTA Beauty, select Nordstrom, Douglas sites) and all ecommerce outlets—including the brand’s own ecommerce site slated to launch in February.
Alterna products can be found at Sephora and ULTA Beauty stores, Sephora.com, ULTA.com, Beauty.com, QVC and high-end salons worldwide.
[Image courtesy of Alterna Haircare/TSG Consumer Partners]