Alterna Professional Hairca

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Company of the Year: Excellence in Packaging

Ava Caridad, Editor

In the highly competitive hair care market, Alterna Professional Haircare has truly made its mark. According to Paul Johnson, president, Alterna Professional Haircare’s packaging conveys a luxurious, custom look.
    
“From the way the package feels in your hands to the way your fingers fit around the bottle to the way it looks sitting on your shelf, we strive to make the most innovative, high-end packaging on the market,” he says. “We create our packaging molds, so no other packaging will ever look exactly like ours. We try to stay away from what everyone else in the industry is doing and stretch the limits with packaging.”
    
Alterna is located in Beverly Hills, CA, employs 70 people and offers 62 SKUs. The company was created in 1997 by the same group who created California Tan, a successful indoor tanning brand.
    
“They felt there was a need for a luxury hair care brand that did more than just wash and condition the hair,” says Johnson. “With that in mind, they developed the first enzyme complex for hair and Alterna was born. This technology, Enzymetherapy—The Science of Skincare for Hair, infuses a targeted system of enzymes into the hair to assist in the delivery effectiveness of essential ingredients.
    
“Alterna then incorporated the highest quality ingredients and packaged them in brightly colored bottles with unique shapes and sizes,” he continues. “The formulations not only improved the look and feel of the hair, but actually changed the way the hair grows. The combination of such innovative, artistic packaging paired with cutting-edge formulas allowed Alterna to create the luxury category for hair, making it the first luxury hair care brand on the market.”
    
Johnson consulted for California Tan and Alterna from 1990-1997. After five years in another industry, he returned in 2002 to set up the international division of Alterna, launching the line in over 30 countries. In December 2005, he became the president of Alterna Holdings.
     
Alterna launched with the controversial Hemp line in 1997, utilizing the powerful benefits of hemp seed oil, which helps balance moisture and increase strength, manageability and shine. The Hemp line has grown to over 30 skus,  including four different types of shampoo, conditioner and various styling products. In 2000 Alterna helped pioneer the anti-aging hair care market by introducing the Caviar Anti-Aging line, a collection of products that helps fight the signs of aging.
    
The Life collection was next to launch; a solutions-based line of products that targets different hair issues. The Life collection includes three types of products, for thinning hair, curly hair and hair that lacks volume. Finally the Science of TEN was launched in late 2006 to celebrate Alterna’s 10th anniversary. According to Johnson, TEN includes a fusion of the best ingredients and technology that has the company has created over the past 10 years into one product.

 
The Proof is in the Packaging

The Alterna logo is an orb, which represents enzymes. Enzymetherapy is key to Alterna’s innovative formulations, states Johnson.
    
But as good as the formulation is on the inside, packaging plays a vitally essential role in initial customer responsiveness. And as proud as Alterna is of their product, thanks to packaging suppliers Designworx, Arminak & Associates and Bay Cities, as well as design firm Manjaman, they are equally pleased with their shelf appeal.
    
“Our new Caviar Anti-Aging Volume Molding Crème and Radiant Smoothing Lotion bottles perfectly compliment Alterna’s tagline: ‘the science of skincare for hair, ’” emphasizes Johnson. “These round, cylinder down-lock airless pumps look like something you’d find from a high-end skin care line. The bottle has a convenient twist-top closure and as you twist the top, the pump rises, making this packaging perfect for travel as the product can never leak or spill. The custom purple bottle with a pearlescent finish and metallic silver cap convey pure luxury. To match the cap perfectly, the deco has been hot-stamped on the bottle. These products come in an outer box, which not only improves shelf presence, but also creates a look of luxury.”
    
Alterna’s brand new Science of TEN shampoo and conditioner come in a custom-made “genie” shaped bottle and disc-top cap. They are made from a medium density polyethylene, which was chosen for its recyclability, look and feel. The bottles have a soft-touch finish, which is unique and feels very high-end. The custom deep merlot colored bottle and aluminum gold over shell cap is enhanced by the gold silk-screened deco. Everything about this packaging is high-end, explains Johnson; even the ink came from Europe.
 

A Product with a Mission

Although Alterna has very distinctive packaging and higher price points, the point of difference always comes back to performance, stresses Johnson.
    
“Our mission is to create groundbreaking formulas that set the industry standard for the finest luxury hair care products in the world. We aim to surprise our customers with what they never thought possible.
    
“Each formula contains the most advanced science, research and technology available. Alterna is always on the cutting edge in the industry. Other companies look to us for innovation in packaging and formulation.”

What’s Planned for 2007

The Caviar Anti-Aging line is an entire collection of products dedicated to fighting the natural, chemical and environmental signs of aging. Alterna is revamping this collection to include an ingredient already used by the top skin care lines called Seasilk. Seasilk is a combination of marine botanicals that intensely nourish the hair and help retain hydration.
    
“We also feel the packaging is perhaps the best we’ve done and one of the best in the industry,” concludes Johnson. The Caviar Anti Aging Seasilk collection launches this month.