Executive Credit: Raphael Grange, General Manager, Alterna Haircare

Inspiration: For more than two years the brand has been working to perfect a line of products developed by their global house of experts for both stylists and consumers. This launch reflects the brand’s mission to expand their presence in the professional space.

Waitlist Worthiness: The Alterna customer has come to expect a luxurious experience when using the brand’s products, which up until this point has primarily focused on care. The Caviar line serves a dual function; it strengthens and protects hair from extreme styling and heat damage, while also providing the texture and hold needed to create the most ambitious looks.

Marketing plan: Caviar Style is a multi-channel launch, targeting both professional and consumer customers. The professional marketing campaign is about connecting and rebuilding with the stylist community. Alterna is also engaging in a six-month digital media campaign in partnership with salon channel trade publication Behind the Chair, in which they will be helping create and distribute stylist-focused content. Alterna’s digital marketing strategy includes a new, mobile-friendly website with content for both stylists and consumers. There’s also an influencer marketing campaign where Alterna is activating stylist social media influencers to help spread the word during the collection’s launch. The brand is currently in talks with Danielle Priano, Kyle Krieger, Guy Tang and Chad Wood.


New Strategy:
For the past five years, Alterna has been focusing heavily on direct-to-consumer retail distribution with the objective of increasing brand awareness, thereby building the multi-channel business. With this launch, the brand is refocusing on the salon professional channel, while still supporting the multi-channel business.

Get It: Alterna Style will be sold at fine salons worldwide in September/October at Ulta, Ulta.com & AlternaHaircare.com and will sell for $28.