LaunchPad - February 2012 - (Page 54)

INSIDE STORY The Nature of Man Alterna releases a first in its eco-friendly Bamboo line: products for him. Men like to keep things simple. And lately, more and more members of the male set want to keep things natural too. Luckily, Alterna Professional Haircare has introduced a line that blends science and nature with the added benefit of efficiency: Alterna Bamboo Men (alternahaircare.com). “Nowadays everyone cares about being green and using healthy formulas,” Michael Shaun Corby, Alterna global creative director, shares. “Bamboo Men is designed for those who care about sustainable health and beauty as well as luxurious products that are environmentally sensitive.” The foray into the men’s market is a first for the company. “In today’s evolving beauty and grooming landscape we saw a strong opportunity in the men’s category, especially for two-in-one natural products,” Corby explains. According to a report from Global Industry Analysts, the worldwide market for men’s grooming products is expected to exceed $33.2 billion by 2015. Corby says if your salon wants a piece of that multibillion-dollar pie, the timing couldn’t be better. Hence, the launch of Bamboo Men, which consists of Nourishing Conditioner & Shaving Cream, Thickening Gel-Lotion With SPF 15 Scalp Shield and Invigorating Shampoo & Body Wash. Corby says that what really sets the line apart is the fact that it’s eco-friendly. “At Alterna, salonquality professional products and ecosensitive formulas and packaging have never been mutually exclusive,” he smiles. Each of the products is free of parabens, gluten, phthalates, mineral oil, paraffin, DEA, TEA, petrolatum and PABA. With that laundry list of ingredients of what the products don’t have, you may be wondering what they do include. In addition to a bevy of ecocertified, fair-trade-compliant and certified organic goodies, the line features two hero ingredients: organic bamboo extract to naturally boost hair’s strength and flexibility, and organic hemp seed oil to nourish and moisturize both hair and skin. Which brings us to another appealing aspect—the unique line does double duty. After all, how many conditioners out there double as shaving creams? “Men have low-maintenance grooming routines; they don’t want to use a lot of products or do many steps,” Corby reveals. “This new line is designed to make their grooming routine fast, easy and efficient, while producing incredible results.” And even though the products declare that they cultivate stronger, thicker hair, this isn’t just a line for dudes with thinning domes, Corby maintains. Although Alterna is staying true to the male mind-set by keeping things simple, there are plans to extend the line later this year. “Men have specific needs when it comes to hair care and are always looking for products that perfect their look,” Corby grins. “A man’s brand loyalty lies with products that are simple, dependable and add value to him. This line will simplify his life by combining products like a shampoo and body wash.” In other words: Keep it simple, stupid. —Amy Dodds 1 2 1 Nourishing Conditioner & Shaving Cream contains amino acids, sugars and minerals that nourish and strengthen his mop, while certified organic hemp seed oil moisturizes his mug. 2 Invigorating Shampoo & Body Wash leaves his hair and skin clean, soft and healthy. 3 Thickening Gel-Lotion With SPF 15 Scalp Shield offers the dual benefits of a fullspectrum scalp and strand shield along with thicker-looking, lightly styled hair. 3 54 BeautyLaunchpad.com 2.12 Still life: Armando Sanchez http://www.alternahaircare.com http://www.BeautyLaunchpad.com

Table of Contents for the Digital Edition of LaunchPad - February 2012

LaunchPad - February 2012
Contents
Editor's Notebook
In Touch
Runway Report
Star Struck
First Look
First Person
Inside Story
Brand New
Color Lab
Tool Talk
VIP
20 Questions
Salon of the Month
Beauty 911
Saving Face
Quick Tips
Only Hue
Headlines
Free Launch
Portfolio
Dry Spell
The Devil's in the Details
Disruptive
I.Site
Advertiser Index
Look of the Month

LaunchPad - February 2012

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