LaunchPad - February 2012 - (Page 54)
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 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.
Still life: Armando Sanchez
Table of Contents for the Digital Edition of LaunchPad - February 2012
LaunchPad - February 2012
Salon of the Month
The Devil's in the Details
Look of the Month
LaunchPad - February 2012