Announcing Katie Holmes as Co-Owner and Spokesperson for Alterna

By Alison Alhamed | 01/18/2013 1:49:00 PM

 

Alterna Haircare is proud to announce actress and entrepreneur Katie Holmes as co-owner and first-ever celebrity spokesperson for the brand. Over the course of her multi-year 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.

“Katie inspired us by gracefully evolving from an actress to a multi-faceted artist, designer and style icon,” says Joan Malloy, President/CEO of Alterna Haircare. “We’re confident that adding Katie’s natural beauty, gorgeous hair and creative instincts to our state-of-the-art, results-driven haircare collection will be a game-changing combination.”

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. This will be the largest ad campaign for the company since its inception; the campaign invites consumers to experience the “transformational” power of Alterna products “after just one use” via product sampling.

“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,” Holmes says.

Alterna Haircare is proud to announce actress and entrepreneur Katie Holmes as co-owner and first-ever celebrity spokesperson for the brand. Over the course of her multi-year relationship with Alterna, Ms. 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.

 

“Katie inspired us by gracefully evolving from an actress to a multi-faceted artist, designer and style icon,” says Joan Malloy, President/CEO of Alterna Haircare. “Alterna has been haircare’s ‘best kept secret’ for years, but that is about to change.  We’re confident that adding Katie’s natural beauty, gorgeous hair and creative instincts to our state-of-the-art, results-driven haircare collection will be a game-changing combination.”

 

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. This will be the largest ad campaign for the company since its inception; the campaign invites consumers to experience the “transformational” power of Alterna products “after just one use” via product sampling.

 

“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,” says Katie.  “I love that Alterna uses natural and organic ingredients and stays away from harsh chemicals like sulfates and parabens. It’s good for my hair and good for the earth, so I feel good using it.”

 

 

RELATED ARTICLES

 

SHARE THIS

ABOUT THE AUTHOR: Alison Alhamed

Alison Alhamed, Editor in Chief of Modern Salon Magazine | Editor of First Chair

Since July 2008, Alison has worked across all brands under the MODERN SALON Media umbrella, including MODERN SALON, SALON TODAY, FIRST CHAIR and MODERN SALON TV. Alison’s passion for the beauty industry grew even deeper after she enrolled in beauty school, working as an editor by day and a student by night. Alison earned her cosmetology degree from Pivot Point International in Bloomingdale, Illinois, in May 2011.

You can find Alison on Google+ or e-mail her at aalhamed@vancepublishing.com.

 


Comments (0) Leave a comment 

Name
e-Mail (required)
Location

Comment:

characters left

Feedback Form
Leads to Insight