By  on April 12, 2013

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.

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