Beauty LaunchPad - June 2013 - (Page 48)

Conversations/Launches Alessandro prides itself on fashion-forward shades and campaigns. Aided by sister company Tweezerman, Alessandro International makes its glittery U.S. debut. —FRANCESCA MOISIN Color Code System Get to know Alessandro’s applications. LAC SENSATION Semipermanent formula applies like polish but mimics a long-lasting gel service. PERMANENT COLOR GELS Permanent line ensures six weeks of non-chip brilliance. NONPERMANENT VARNISHES Vivid lacquers last for one week. Milestones: 48 | BEAUTY LAUNCHPAD | JUNE 2013 orld-renowned knife manufacturer Zwilling J.A. Henckels (parent company of Tweezerman) made headlines when it acquired nailcare brand Alessandro International (alessandro-international.us) in 2012, but this complex tale of merging industries actually began decades earlier with a single beauty expert and a simple dream. Following a fateful 1980 trip to California, entrepreneur Silvia Troska returned to her native Germany intent on sweeping the fledgling European nail market with a revolutionary invention: fingernail extensions. She launched Alessandro nine years later, and today the company offers more than 2,000 professional products for hands and feet, including wildly popular UV sculpting soft gels first developed in 1990. “The acid-free gels adhere to all nail types, while an accompanying patented light-curing system ensures durability for a strong, natural-looking surface,” explains Dr. Conny Wittke, Tweezerman President and CEO. Color is also key, with a polish range boasting 99 different hues. The Colour Code System further distinguishes Alessandro from other pro brands, as every shade comes in three applications. Basic nonpermanent varnishes—perfect for those requiring constant chroma variation—are good for one week. Lac Sensation, the semipermanent line, applies like polish but behaves like a powerful three-week gel. And Permanent Color Gels guarantee six weeks of non-chip brilliance. But that’s not all: “We’re also thrilled to help launch Striplac, a world first,” Dr. Wittke enthuses. “This UV gel varnish cures in 60 seconds, lasts 10 days and requires no acetone or filing for removal—you just peel it off!” Other best sellers include Mango Nail Serum (a moisturizing cuticle oil infused with healing lotus extract) and Cream Royal (an intensive hand mask made with antiaging royal jelly). “Now, with Alessandro International and Tweezerman tools, you have the means for achieving perfect manis and pedis every time,” promises Dr. Wittke. W 1980 1989 1998 2000 Silvia Troska introduces nail extensions to Germany. Alessandro International GmbH is formed. Troska is named Entrepreneur of the Year by Veuve Cliquot. Alessandro is awarded its third “Professional Beauty Award.” COURTESY OF ALESSANDRO INTERNATIONAL NailTale http://www.alessandro-international.us

Table of Contents for the Digital Edition of Beauty LaunchPad - June 2013

Beauty LaunchPad - June 2013
Contents
Log On
Editor’s Notebook
On The Cover
Profiles
Head of the Class
Giving Back
Salon of the Month
Launches
Hair
Tools
Color
Men
Skin
Nails
Makeup
Solutions
Trendspotting
Runway Report
A-List
Mood Board
Portfolio
Little Miss Sunshine
On Set
News
Free Launch
Quick Tips
Social Network
Advertiser Index
World View

Beauty LaunchPad - June 2013

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