Katie Holmes is the new spokeperson and co-owner of Alterna Professional Haircare. Take a sneak peek of the first ads of the upcoming campaign.
The personal life of Katie Holmes might
be marked by challenges, but when it comes to her business
ventures, things are definitely going smoothly. The Bobbi Brown
gig was just the beginning. The star is on a roll as she is
becoming involved even more deeply with the beauty industry. The
actress is cashing in on her good looks once again as she just
signed a sweet deal with hair company Alterna. Unlike many celebs
who just take these gigs for a short time, Holmes does more than a
half-hearted endorsment for Alterna. She also became co-owner for
the label. If this isn't truthful endorsement, we don't know what
The new 2013 Alterna spokeperson revealed how she got hooked with the brand's products: “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,” she told WWD.com and went on to emphasize how the brand helped her get those gorgeous locks of hers: “Alterna products have transformed my hair. I like to keep it simple. When it comes to hair, great style should be sustainable. Using the right products means you don’t have work as hard to look and feel your best.”
Like in any mutually beneficial business, Joan Malloy, president
of Alterna Professional Haircare also took time to highlight the
multitude of amazing qualities that recommend the star as brand
ambassador: “Katie is a fashionista, a mother and an entrepreneur.
In short, she is our consumer. Being an actress who emotes natural
luxury and individuality and accessibility, this was the perfect
opportunity for us to come together.”
We will get the chance to see more of Katie starting with mid February when the campaign will be launched on the brand’s e-commerce site. Avid beauty magazine readers will get the chance to see her starting with March. We will also get to see the star's influence on the company's products later on as she will also give input on upcoming products. Judging by the first ads, it will be worth the wait.
Source and Photos: WWD