The beauty world buzzed all weekend long with the partnering of Katie Holmes and Alterna Haircare, with some news outlets going so far as calling this latest beauty partnership a “Jennifer Aniston Déjà vu”. However, HBA industry insiders see this venture between Katie Holmes and Alterna Haircare a business trend on the rise rather than celebrites simply lending their names to beauty brands.
When the news hit that Katie Holmes is now not only the global spokeswoman for Alterna Haircare, but also co-owner of the professional hair care company, the media declared this latest beauty venture a copycat of Jennifer Aniston’s partnership with Living Proof, but during an exclusive interview with Nicole Desir, Vice President, Brand Management at Beanstalk, the bulk of which will be available in its own write-up, celebrities and beauty manufacturers are both looking for future vested interests, rather than just celebrity endorsements. The HBA business trend will most likely see more celebrities with branded products as well as partnering’s such as that between Katie Holmes and Alterna Haircare and Jennifer Aniston and Living Proof.
And Katie Holmes has been busy doing both as the face of Bobbi Brown Cosmetics and the new spokesperson and co-owner of Alterna Haircare, a smaller, professional line, this writer and hairstylist has been very familiar with, although one of hair care’s “best kept secrets”.
Katie inspired us by gracefully evolving from an actress to a multi-faceted artist, designer and style icon. Alterna has been hair care'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 hair care collection will be a game-changing combination." ~ Joan Malloy, President/CEO of Alterna Haircare.
Thanks to Katie Holmes’ natural, esthetic beauty, she makes a perfect match for Bobbi Brown and now Alterna Haircare, a fact Joan Malloy is tapping into.
In many ways, Katie is the epitome of the beauty and health-conscious, stylish, discerning consumer we hope to reach. 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.
The hair trends for 2013 are shiny, healthy hair, which is easily attainable with Alterna Haircare, information that Katie Holmes is well aware of as she describes below.
When I first used Alterna, I knew there was something special about their products because of how much healthier, shinier and smoother my hair looked and felt after just one use. If I had to pick one word to describe what happens to my hair when I use Alterna, it would have to be transformation.
Alterna Haircare will be launching new products very soon along with an online shopping site. Long Islanders can find Katie Holmes’ newest beauty business venture at Sephora located in Garden City and Manhasset and Ulta Beauty in Garden City and Levittown, online, Beauty.com, QVC and high-end salons. Ask your salon professional about Alterna Haircare today.
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