Katie Holmes looked amazing in the new Alterna Haircare Campaign. CONNECTOR got behind the scenes.
What first drew you to Alterna?
I’m really proud to be a part of this company - not only because the products are incredible, but because they are an ‘accessible luxury’ and the ‘free of’ philosophy really speaks to me. I love that Alterna uses natural ingredients and stays away from harsh chemicals like sulphates and parabens. It is good for my hair and good for the earth, so I feel good using it.
What hair disasters have you had?
We all have bad hair days, but my hair also gets a lot of abuse. When I’m on set, it is washed, dried, straightened, curled, washed again, and it wreaks havoc on my hair. The Bamboo Kendi Dry Oil Micromist magically transforms my hair leaving it looking healthy, smooth and shiny, even after all it goes through.
If you had to choose, which would be your favourite Alterna product - the one you absolutely can’t live without?
The Caviar CC Cream. It is a “do-it-all” product, so it saves me a lot of time. I am a mum and I travel a lot for work, so I love anything that helps me multi-task!
What is your favourite hairstyle?
Natural. I like to keep it simple. When it comes to hair, great style should be sustainable. Using the right products means you don’t have work as hard to look and feel your best.
What is the first thing you notice about someone else’s hair?
The condition of it.
What is your biggest indulgence?
A massage!
Sum up Alterna in one word.
Transformation.
The new campaign was creatively driven by Alterna Global Artistic Director Michael Shaun Corby, who wanted a light, airy feeling inspired by the beautiful healthy hair created by AlternaHaircare products. He says just because a woman is busy it does not mean she should compromise her personal style or feeling confident.
Step 1: Prepare the hair with CAVIAR Moisture Shampoo and Conditioner.
Step 2: Apply a dime size amount of the CAVIAR CC Cream to damp hair and blow dry with a large paddle brush to achieve smoothness without waves.
Step 3: Finish with a large flat iron from the mid lengths to the ends to increase shine and texture.
Step 4: Distribute a pea-sized amount of the CAVIAR CC Cream on your fingertips and then rough dry the look using the cool setting on a dryer to give that “perfectly undone” look.
Step 1: Prepare the hair with the CAVIAR REPAIRx Instant Recovery Shampoo
and Conditioner.
Step 2: Apply a nickel size amount of the CAVIAR REPAIRx Lengthening Hair & Scalp Elixir to the scalp and distribute through the ends to nourish the hair before styling.
Step 3: Apply two palms full of CAVIAR Volume Amplifying Mousse from the scalp to the ends then blow dry in 2-3 inch sections using a medium natural boar round brush.
Step 4: Use the cool shot on each section as you wrap it around your finger to form a formed curl around your finger then pin into place for later.
Step 5: Shape the hair into a glamorous wave using a large natural bristle brush by bushing the hair away from the face and allowing it to cascade to one side.
Step 6: Finish with a generous amount of the CAVIAR Working Hair Spray, making sure to hold the spray at least an arm’s length from the hair.