Alterna Haircare is putting added emphasis on the professional side of its business.
In August, the Henkel-owned brand will introduce its latest product range, a styling collection called Caviar Style. It will be the brand’s first styling collection designed specifically for the professional space.
Raphael Grange, the newly-appointed general manager for Alterna, said the launch of Caviar Style supports the brand’s growth strategy, which is to increase salon presence in its existing markets while expanding into more countries in Europe, Latin America and the Middle East. Its largest market is North America, which represents 65 percent of the brand’s total net retail sales.
Alterna projects the Caviar Style line will do $10 million in global retail sales within its first year of launching. Alterna’s global retail sales volume is more than $125 million, and Grange said the goal is to increase that by 25 percent in the next year. The opportunity to do that, said Grange, is in the professional salon space.
“For Henkel, it’s important to be strong in the professional space because it’s where we start all our innovations,” said Grange. “To be a leader in product innovation, we need to be in the professional business to be close to the stylists and professional world so we can drive our global innovation strategy first to professional and then to retail. The focus is on the professional business.”
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Alterna is available in 40 countries and 4,500 salon doors worldwide. In the U.S., it is sold in 2,000 salon doors, as well as major retail partners Ulta and Sephora. With Caviar Style, Alterna will focus on expanding to salons, not adding more retail partners.
Of Alterna’s existing product ranges — Bamboo, Caviar and Collection Ten — Grange said Caviar, an antiaging hair-care line, is by far the most successful in terms of sales volume. Grange said the company is banking on extending that success to Caviar Style.
“We want to have direct contact with customers and be in the salon while talking to our customer at [retail]…the demand came from customers and stylists,” said Grange of the impetus for Caviar Style, which the brand is positioning as a prestige line for the professional space.
“We want to preserve the premium positioning of the brand, and take advantage of the huge success of the Caviar line,” said Grange.
Caviar Style will be available in the U.S. exclusively at Ulta, ulta.com, alternahaircare.com and with its professional salon partners beginning in August. The line consists of five stockkeeping units, all priced to sell for $28.
The hero product of the line is the Invisible Roller Contour Setting Spray. It is said to impart effects similar to those of a hot roller while providing heat protection. The line is rounded out by the Luxe Shape Versatile Crème-Gel, a medium-hold gel that adds shine; Satin Rapid Blowout Balm; Grit Flexible Texturizing Paste, and Concrete Extreme Definition Clay, a mattifying clay that provides texture and separation.
The Caviar Style launch will be accompanied by a social media campaign done in partnership with stylists who are known for their sizable social media followings, consisting of consumers and other stylists. Participating stylists include Guy Tang, Kyle Krieger, Danielle Priano and Chad Wood.
The brand plans to add two to three products to the Caviar Style lineup in 2017.
In 2014, Alterna, along with SexyHair and Kenra, was acquired by the Düsseldorf-based Henkel AG from TSG Consumer Partners.
Until this month, Raphael Grange was the general manager of Henkel Beauty Care in South Korea. Grange officially assumes his new position on July 5, replacing former president Joan Malloy. He has relocated from Asia to New York in order to work out of the Alterna headquarters on Fifth Avenue.
Grange noted that his professional experience in the Asian market will serve him well as he spots potential trends to turn into product development at Alterna. Said Grange, “I’m constantly looking in Asia to see what is the new hit for the domestic U.S. market.”