The deal is the company’s first ever celebrity endorsement. It was established in 1997 as a brand built around innovative formulations, but has not had mainstream exposure on account of its niche customer base which has been largely centered on the salon professional category.
Terms and conditions of Holmes stake in the business and remuneration were not revealed. However, the deal will undoubtedly bring significant impetus to the brand, given Holmes status as a leading actress and celebrity known for her beauty, style and fashion sense.
Alterna as a 'best kept secret'
"Alterna has been haircare's 'best kept secret' for years, but that is about to change,” Joan Malloy, President and CEO of Alterna Haircare.
"In many ways, Katie is the epitome of the beauty and health-conscious, stylish, discerning consumer we hope to reach. We are so fortunate to be able to tap into her perspective – not only creatively, but as a busy professional, mother and woman on the go."
The terms of the deal involve a multi-year partnership with Alterna, in which Holmes will share her own consumer insight and creative input with the aim of growing the brand and expanding the existing customer base worldwide, as well as helping to forge new retail and salon partnerships.
'Free of' philosophy is what hooked Katie
In a statement that accompanied the announcement, Holmes said that she was particularly attracted by the company’s ‘free of’ philosophy, adding that the use of natural and organic ingredients resonated with her personally, as well as her concerns for the environment.
The first integrated marketing campaign to bear the image of Holmes will be launched in the Spring of 2013, when US and international women’s beauty and lifestyle publications will carry the company’s largest ever marketing campaign in March editions.
The marketing campaign will be supported by distribution of product samples and merchandising materials featuring the campaign image worldwide, across channels such as salons, beauty retailers and e-commerce outlets.
The first retail channel to launch the line will be the brand’s own e-commerce website, which is due to be debuted next month.