Dec 11, 2017, 11:10 ET
TORONTO, Dec. 11, 2017 /CNW/ - Hair types may vary. Styling needs can be fashion week inspired. Product usage changes with seasonality. However one thing remains consistent: the desire for professional grade products made from exquisite ingredients, concocted into high-performing formulations.
ALTERNA Haircare has been making good on delivering this promise since 1997, and today is no exception.
On the nape of six new product formulations within the Caviar family, and the appointment of a Canadian brand ambassador, ALTERNA trailblazes the science, functionality and pleasure of haircare in one glamorous swoop.
ALTERNA's Caviar collection combats a trifecta of aging accelerators: chemical exposure, environmental distresses as well as good old-fashioned ageing. Utilizing the Omega 3 properties of caviar extract, hair is instantly revitalized with hydration, strength, vibrancy and elasticity. Joining the Caviar arsenal are a mini-series of color-hold products, a dry shampoo and a heat-protecting spray.
The Caviar Infinite Color Hold collection ($31-$42.50, available at salons) contains 4 skus that perfectly personify its family name. Consisting of a shampoo, conditioner, vibrancy serum and topcoat shine spray, coloured hair has found its perfect complement. With a 70-day vibrancy promise, the line provides powerful UV protection that simultaneously minimizes color-fade while replenishing moisture. Rejuvenated and replenished, colored hair benefits from radiance and shine as equally welcomed side effects.
ALTERNA does not deny all other hair types its own breath of newness. Perfect for day-to-day styling between washes, the brand has also released a Sheer Dry Shampoo ($31, available at salons) that delivers targeted and mess-free application to extend any blowout, and a Perfect Iron Spray that is both heat-activated and heat-protecting up to 450°.
And, just like a fixing hairspray is to an intricate updo, ALTERNA has sealed their brand image and Canadian commitment by adding Toronto fashion stylist, Salvatore Leonetti, to their international brand ambassador roster. A panel judge at the prestigious hairstyling competition, the Contessa Awards, Salvatore is no stranger to the beauty, fashion and media circuit. When he is not in the spotlight on Cityline, he pursues his passion and creativity as the Lead Stylist at the Yorkville-based salon that bears his name.
As the Canadian Ambassador for Alterna, Salvatore is committed to sharing his knowledge, skills, tips and tricks with all consumers and media falling under the maple leaf.
ABOUT ALTERNA HAIRCARE
An alterna-tive vision born in salons: premium hair products free of additives or harsh ingredients. And a revolution in hair care was born...ALTERNA.
A trailblazer in the world of luxury haircare and styling, ALTERNA has always been about purity and innovation inspired by skincare science. With an unwavering commitment to creating products that transform hair after one use, every detail is uncompromised. No more choosing between natural ingredients and high performance results. Exquisite formulas with clinically proven results made with pure, sustainable ingredients like caviar, sea silk, bamboo, and kendi oil.
Purity with power, transformation without trade-offs. It's the alternative approach to high performance hair care and styling, and the brand embraced by uncompromising consumers and professionals around the world. For more information, please visit www.alternahaircare.com.
SOURCE ALTERNA Haircare
For further information: For high-res images or sample requests, please contact: Ruth Goudie | [email protected] | 416-506-5000
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