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Katie Holmes Becomes a Co-owner of Alterna, Brand to Launch E-commerce Site

Posted: January 22, 2013

Alterna Haircare announced its official partnership with actress and entrepreneur Katie Holmes as co-owner and first-ever celebrity spokesperson. "Katie inspired us by gracefully evolving from an actress to a multi-faceted artist, designer and style icon," says Joan Malloy, president and CEO of Alterna Haircare, which is owned by TSG Consumer Partners LLC. "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."

"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 Holmes. "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."

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. "In many ways, Katie is the epitome of the beauty and health-conscious, stylish, discerning consumer we hope to reach," says Malloy. "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."

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.

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, select Nordstrom, Douglas) and all e-commerce outlets, including the brand's own e-commerce site slated to launch in February 2013.

Regarding the potential for future creative and new product collaborations between Holmes and the brand, Malloy says, "Stay tuned. Katie is now part of the family, and with a great partnership like this, there are no limits."