The Ed.
Well-Known Member
Holy haircare! You can't move at the moment for news about movie stars buying into beauty brands. If it's not Jen-An sharing the helm at Living Proof, it's Katie Holmes becoming co-owner of Alterna Professional Haircare. Perhaps this is the actresses version of a pension, but what does it mean for the brand?
And what is it about Katie Holmes? She's popping celeb-spokesperson cherries for brands all over the place. Bobbi Brown selected her as the brand's first ever celebrity face, and now, as well as co-owning the brand, Katie will also be the first famous face to endorse the brand.
Holmes' multi-year relationship with Alterna will see her get involved with the creative process and offer consumer insights on upcoming products and initiatives. Holmes is expected to help the brand grow and expand consumer following and salon partners worldwide, including the UK.
The brand is working on a number of new products to be launched over the next year, but what is Katie Holmes really going to bring to the brand? Obviously, her face will be plastered over marketing material from February onwards, but is the rest of it just about getting column inches for the brand, or does Katie Holmes have a previously undisclosed talent in developing hair-care brands? Is this just a way of making celebrity endorsements look more like credible business opportunities and less like celebs accepting a cheque to say that they use the product?
Who knows...let's see how it works out.
Until then...geek on!
The Ed.
And what is it about Katie Holmes? She's popping celeb-spokesperson cherries for brands all over the place. Bobbi Brown selected her as the brand's first ever celebrity face, and now, as well as co-owning the brand, Katie will also be the first famous face to endorse the brand.
Holmes' multi-year relationship with Alterna will see her get involved with the creative process and offer consumer insights on upcoming products and initiatives. Holmes is expected to help the brand grow and expand consumer following and salon partners worldwide, including the UK.
The brand is working on a number of new products to be launched over the next year, but what is Katie Holmes really going to bring to the brand? Obviously, her face will be plastered over marketing material from February onwards, but is the rest of it just about getting column inches for the brand, or does Katie Holmes have a previously undisclosed talent in developing hair-care brands? Is this just a way of making celebrity endorsements look more like credible business opportunities and less like celebs accepting a cheque to say that they use the product?
Who knows...let's see how it works out.
Until then...geek on!
The Ed.
