be an alterna insider Alterna Haircare | Alterna Welcomes Katie Holmes
 
alterna welcomes katie holmes
katie

Katie

has inspired us by gracefully evolving from an actress to a multi-faceted artist, designer and style icon," says Joan Malloy, President/CEO of Alterna. "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 haircare collection will be a game-changing combination."

KATIE EXPLAINS WHY ALTERNA
"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."

KATIE DESCRIBES HOW ALTERNA TRANSFORMED HER HAIR
"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," says Katie.

If I had to pick one word to describe
what happens to my hair when I use Alterna,
it would have to be transformation.

KATIE'S ROLE WITH ALTERNA
As co-owner and spokesperson at Alterna, Katie will be sharing her creative and consumer insights to help the brand continue to grow and expand its presence 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, featuring Katie and Bamboo Smooth Kendi Oils. Regarding the potential for future creative and product collaborations between Katie and the brand, Malloy says, "Stay tuned! With a great partnership like this, there are no limits."

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