NEW YORK — Alterna Haircare, whose products are sold at Sephora and Ulta, Sephora.com, Ulta.com, Beauty.com, QVC and salons, announced on Tuesday its official partnership with actress and entrepreneur Katie Holmes as co-owner and first-ever celebrity spokesperson.
Launched in 1997 and now owned by TSG Consumer Partners, Alterna has been recognized by beauty and industry insiders for cutting-edge formulations that are “free of” harsh chemicals and formulated with globally-sourced, often sustainable, and organic ingredients.
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 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. This will 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 salons, specialty beauty retailers (Sephora, Ulta, select Nordstrom, Douglas) and all e-commerce outlets, including the brand's own e-commerce site slated to launch in February 2013.
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