A few months ago we caught wind that Katie Holmes would be the new face, and first celebrity one at that, of Bobbi Brown makeup. But the newly single Holmes is starting off 2013 strong. Holmes has just been announced as co-owner and first-ever celebrity spokesperson for Alterna Haircare.
“Katie inspired us by gracefully evolving from an actress to a multifaceted artist, designer and style icon,” says Joan Malloy, president/CEO of Alterna Haircare. “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.”
“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.”
The new campaign is the biggest for the company since its original launch. In addition to the campaign and a new e-commerce site, the brand is said to be working on a number of new launches to be released in early spring.
Expect to see the new Alterna ads around March. Want to see what all the hype is about now? Holmes credits these products for her beautiful brown locks: Caviar Anti-Aging Moisture Shampoo & Conditioner ($54), Bamboo Smooth Kendi Oil Dry Oil Mist ($24) and Bamboo Style Translucent Dry Shampoo ($22).
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