Alterna launches in Australia

[Thu 09/09/2010 03:49:56]

Guests at Alterna's Australian launch were invited to live like most Alterna consumers do – cloudy apple martinis, city views and interior design fit for Hugh Hefner himself – in celebration of the world’s most luxurious professional hair care brand’s arrival down under.

Dario Cotroneo and Michael Shaun Corby

The ‘informal formalities’ begun with a welcome and style demonstration from ambassador, Dario Cotroneo. Using revolutionary styling tool, MYCURL, Dario created a bouncy editorial look to communicate the capabilities of the Alterna styling range while certifying the ‘why’ behind the suitably royal-purple range’s honourable reputation.

Dario was joined on stage by Alterna’s Global Creative Director, Michael Shaun Corby – a man who successfully ignited a love affair among attendees with his American flamboyancy in a matter of minutes.

Guests enjoying the launch

Guests clung to every word of a detailed story describing how Michael first noticed the range – while cycling past a competing businesses shop-front clad in spandex – his instant respect for the brand's philosophy and results (after purchasing the entire 30 products at full-price).

Michael fell head over heels for the brand – the in-salon opportunities it instantly proposed and its suitability to an A-list clientele including Britney Spears and Lindsay Lohan.

“We are incredibly excited to be launching Alterna in Australia and New Zealand. Australians are very open to the philosophy of Alterna which makes for a perfect match, and based on the response so far, we anticipate a highly successful one,” Michael commented.

Alterna models

With pioneering product lines including Caviar Anti Aging, Hemp and the exclusive Ten range in the mix, and considering formulas are free of sulphates, parabens, phthalates, dyes, DEA/TEA and Petrochemicals, success is a given.

Only 300 salons will be exclusively selected to carry the line - the reputation of Alterna is as precious to its creators and subscribers as the world’s largest Andy Warhol collection and diamond studded Marilyn Monroe statue is at its Californian-based head-office.

“Unlike other brands who say, ‘this is how much we have to spend, create something within these limitations,’ we at Alterna say ‘this is what we want, oh does it cost that much? I guess she’ll have to pay for it then!”

Michael continued to orchestrate the proof in his pudding with a series of Vogue-ready looks created with Alterna’s broad rangeof styling products. A point of difference for the salon-owner, valuable to the consumer and emerging session-stylists - what more could you want from a range?

Visit www.alternahaircare.com or call Hair Care Australia on 1800 882 174.