Alterna's New Renewing Scalp Care Collection

“Today, consumers are washing their hair less and are over-relying on products like dry shampoo. This can create excess build up, dryness, irritation, and poor overall scalp health. Alterna has deep heritage in bringing skincare solutions to haircare, so scalp care is a natural fit for our expertise. We created Renewing Scalp Care to give consumers the scalp care treatments they crave with massage techniques and the Alterna sensorial experience that transforms a chore into a luxurious, rewarding ritual.

This collection is indulgently effective, and infused with two signature aromas: Hemptation (Chamomile & Bergamot with Notes of Orange, Sandalwood, Vanilla, Fig, Coconut & Cedarwood) and Invigorating Tea Tree (Mint & Bergamot with added Notes of Amber, White Tea, Sandalwood and Neroli Petals), helping enliven your senses.” 

Suzanne Dawson

Global General Manager,

Alterna Haircare

The Scrub-to-Foam gently cleanses and exfoliates, leaving the scalp feeling calm, soothed and hydrated. 

The Hemp Leave-On Treatment nourishes and moisturizes the scalp while leaving it feeling calm and soothed. 

The Peppermint Leave-On Treatment leaves the scalp feeling moisturized with a unique invigorating aroma. 

“Over the past 2 years, consumers are beginning to focus on scalp health. In fact, 50% of females between 18-34 reported that they are interested in trying a scalp-specific product,” said Suzanne Dawson, Global General Manager, Alterna Haircare. “It's with these consumers in mind that we created Renewing Scalp Care, a line developed to fill the gap and place the much-needed importance on scalp health and its role in hair health.”

As part of Alterna's ongoing commitment towards a more sustainable world, the Renewing Scalp Care collection is packed in 50% PCR packaging and FSC certified outer packaging. The emphasis on more sustainable packaging aligns with the 64% of US consumers aged 18+ who believe that brands should make environmentally friendly packaging choices. Alterna continues to explore new avenues making a more sustainable beauty part of an ecologically aware lifestlye. 

For more information on Alterna and the Renewing Scalp Care collection, visit www.alternahaircare.com.

ALTERNA transcends ordinary haircare – with healthy, sensorial rituals and skincare-inspired formulas – elevating ordinary moments into self-care experiences that instantly transform both hair and senses. Whether at the salon where ALTERNA empowers stylists to create experiential, transformational moments or while treating at home, ALTERNA is an essential ritual for people who value self-care and the freedom to express themselves.

www.alternahaircare.com @alternaeurope @alternahaircare

A commitment to alternative beauty has been at the heart of the ALTERNA story since the brand's debut in 1997. That commitment continues to inform and inspire every product ALTERNA makes. Our journey began by creating innovative luxurious haircare and styling products inspired by skincare science. From its inception, ALTERNA has pioneered products formulated without sulfate surfactants** and phthalates. Our family of mindfully formulated products is renowned for performance without compromise – beauty products that deliver an exceptionally luxurious experience at home and proven results in the salon.

Today, we continue to define the cutting edge of beauty with our minimalist development philosophy, featuring high-performance formulas containing potent botanicals blended with high-quality essential ingredients needed for superior results to provide a truly transformative experience. Our commitment to offering luxurious, sustainable products and sensorial experiences will progress exponentially as they continue to lead the way forward. ALTERNA will always be committed to making their products better with each new generation, empowering both stylists and consumers to elevate ordinary moments into self-care experiences that instantly transform hair and senses.

** Sodium Lauryl Sulfate/Sodium Laureth Sulfate.

Henkel operates globally with a well-balanced and diversified portfolio. The company holds leading positions with its three business units in both industrial and consumer businesses thanks to strong brands, innovations and technologies. Henkel Adhesive Technologies is the global leader in the adhesives market – across all industry segments worldwide. In its Laundry & Home Care and Beauty Care businesses, Henkel holds leading positions in many markets and categories around the world. Founded in 1876, Henkel looks back on more than 140 years of success. In 2017, Henkel reported sales of 22.6 billion US dollars (20 billion euros) and adjusted operating profit of around 3.9 billion US dollars (3.5 billion euros). Combined sales of the respective top brands of the three business units – Loctite, Schwarzkopf and Persil – amounted to 7.2 billion US dollars (6.4 billion euros). Henkel employs more than 53,000 people globally – a passionate and highly diverse team, united by a strong company culture, a common purpose to create sustainable value, and shared values. As a recognized leader in sustainability, Henkel holds top positions in many international indices and rankings. Henkel's preferred shares are listed in the German stock index DAX. For more information, please visit www. henkel.com

For press information on ALTERNA please contact Alison Jameson – alison@ajc93.com tel; +44 (0)7801079846

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