Like its cosmetics counterparts designed for facial application, Alterna Haircare’s new Caviar CC Cream Leave-in Hair Perfector, launching in May, is meant to provide a multitude of benefits with a simple application. “Very often we are looking at skin care and skin-care technology to see if we can pull anything interesting for future launches,” said Joan Malloy, president of Alterna Haircare, adding that the company launched a beauty balm specifically for blondes about a year and a half ago, helping steward the alphabet trend into the hair category. “A lot of companies struggled with the BB cream trend because the consumer didn’t understand it. It took a while. Now that they do understand, we decided to go after the trend of CC’s,” said Malloy. Similar to CC creams for face, Alterna’s most recent launch is multifunctional, with a focus on “perfecting” the hair and offering additional benefits. “It’s both a treatment and a styler and works on dryness and uneven texture for all skin types.” The cream, $25, which contains caviar extract, vitamin C and a blend of marine botanicals, will be exclusive to Sephora and could generate over $1 million in its first year at retail, according to industry insiders.
To advertise the item, in June the brand will roll out national ads featuring a voluminously coiffed Katie Holmes — who the brand signed on as ambassador and co-owner in February — with the tag line, “Transformation in Just One Step.” Holmes’ hair was done by Max Pinnell and makeup by Gucci Westman for the advertisement, which was shot by Tom Munro. “Before partnering with Alterna, I always thought I needed many products to make my hair look good,” said Holmes via e-mail. “When I tried the CC Cream I was impressed that this one cream could be utilized in so many ways. I’ve used it as an overnight deep treatment, a blowout cream, and it keeps my ends looking healthy and frizz-free throughout the day.” Of the product’s marketing campaign, Malloy said, “Our message is one step, 10 benefits.” Among them, according to Malloy, are added moisture, shine, smoothness, softness, UV protection, manageability, hair strengthening and a light hold.
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Regarding the growing trend of skin-care-inspired hair-care launches, Malloy said, “The idea of ‘the science of skin care’ is the stake in the ground that this brand was built on. This is nothing new for us. We plan to continue to look for inspiration not only from skin care but from other places.” Molloy added that air-powered computer keyboard cleaners inspired the brand’s Bamboo Volume Uplifting Root Blast, which launched in 2011. “For us inspiration can come from so many things, both beauty and nonbeauty categories,” she said.