Katie Holmes As Global Spokesperson And Co-Owner of Alterna Haircare
Bombshell Katie Holmes is making headlines these days and it has absolutely nothing to do with her very public divorce from actor Tom Cruise. The beauty recently announced today her official partnership with Alterna Haircare making Holmes co-owner and first-ever celebrity spokesperson.
“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,” said Katie in a press release. “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.”
According to the release, 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. We’ll begin to see the line pop up globally at fine 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.
“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.”
Well done Ms. Holmes. Well done.