Katie Holmes says Alterna Haircare’s new CC Cream is impressive.
The star signed as ambassador and co-owner of the brand in February.
The actress will star in the print adverts for the new Caviar CC Cream Leave-in Hair Perfector from June.
“Before partnering with Alterna, I always thought I needed many products to make my hair look good,” Katie told WWD. “When I tried the CC Cream I was impressed that this one cream could be utilised in so many ways. I’ve used it as an overnight deep treatment, a blowout cream, and it keeps my ends looking healthy and frizz-free throughout the day.”
The CC Cream is launching in May and like its cosmetic counterparts, is meant to provide a multitude of benefits with a simple application.
Joan Malloy, president of Alterna Haircare, discussed the development of the product further.
“Very often we are looking at skin care and skin-care technology to see if we can pull anything interesting for future launches,” Joan explained.
“A lot of companies struggled with the BB cream trend because the consumer didn’t understand it. It took a while. Now that they do understand, we decided to go after the trend of CC’s.”
In the adverts starring Katie, the brunette appears with voluminously coiffed locks.
Her impressive mane is the work of hairstylist Max Pinnell with her sultry smoky eye make-up courtesy of Gucci Westman.
Katie, who is also the face of Bobbi Brown cosmetics, has recently been spotted looking fresh-faced on the set of her latest movie Mania Days in New York City.
The 34-year-old was pictured earlier this week working a sleek and straight hairstyle and exuding her natural beauty while shooting the new Spike Lee film.
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