Alterna, a pioneer in alternative beauty and luxury haircare, announces the launch of its newest transformational self-care innovation: Renewing Scalp Care.
Treat Your Scalp to Transform Your Hair
ALTERNA transcends ordinary haircare – with healthy, sensorial rituals and clean, skincare-inspired formulas – elevating everyday moments into self-care experiences that instantly transform hair and delight the senses. Whether at the salon where ALTERNA empowers stylists to create experiential, transformational moments or while treating at home, ALTERNA Renewing Scalp Care is an essential ritual for people who value self-care and the freedom to express themselves.
Healthy hair starts with a healthy scalp and with recent research on scalp care, findings include:
- 50% of females aged 18-34 are interested in trying scalp products*
- Consumers are washing their hair less often, leading to scalp build up*
- Consumers are seeking solutions for scalp build up that causes unwanted side effects, such as dryness and flakiness*
- Consumers are looking for ways to eliminate scalp build up without washing their hair*
- 64% of US consumers aged 18+ say brands should be responsible for environmentally friendly packaging choices**
*Source – Mintel, New Scalp Treatments aim to remove buildup and raise awareness
** Source – Mintel Imaginative Solutions for Zero-Waste Packaging
This clinically tested collection offers next-level scalp care that brings Alterna’s heritage to the ever-increasing scalp care market. Renewing Scalp Care is debuting with three vegan formulas. These feature transformative textures and captivating scents that elevate the user experience. From routine scalp care to rewarding and relaxing self-care rituals.
Scalp Moisture Complex
At the heart of each formula is Alterna’s exclusive Scalp Moisture Complex. It is designed from a skincare perspective to provide a premium care experience. It leaves the scalp feeling refreshed and moisturised. Building on that foundation, the collection reflects Alterna’s focus on select ingredients that support exceptional results. Formula highlights include sweet almond oil, white charcoal, sea salt, peppermint, tea tree oil, and hemp seed oil.
“Today, consumers are washing their hair less and are over-relying on products like dry shampoo,” says Suzanne Dawson Global General Manager, Alterna Haircare. “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.”
Scrub-to-Foam
A transformative vegan scalp exfoliator and shampoo that gently cleanses and exfoliates the hair and scalp. It also removes build up, leaving the scalp feeling calm, soothed, and hydrated. Scalp to Foam features a beautiful fragrance of Hemptation, Chamomile & Bergamot with notes of Orange, Sandalwood, Vanilla, Fig, Coconut and Cedarwood. Use as a shampoo and emulsify desired amount into wet palms, gently massaging Scrub to Foam throughout the scalp to exfoliate and cleanse. This will gently cleanse and exfoliate the scalp, moisturising to help prevent dryness and irritation, leaving the scalp feeling clean, soothed, and moisturised. Rinse thoroughly.
Hemp Leave-On Treatment
A lightweight and fast absorbing vegan scalp treatment that leaves the scalp moisturised and feeling calm, soothed and less dry and itchy. It is also safe to use on color treated hair. After cleansing using Scrub to Foam, gently towel dry hair. Then part it into sections and apply the serum using the nozzle, concentrating where needed. Massage in. Also suitable on dry hair. The luxe calming fragrance is of Hemptation, Chamomile & Bergamot with notes of Orange, Sandalwood, Vanilla, Fig, Coconut and Cedarwood. It ensures the scalp is left feeling moisturized and soothed. After application styling products may be applied to style dry.
Peppermint Leave-On Treatment
The Peppermint Leave on Treatment leaves the scalp feeling moisturized, maintaining the balance of the scalp, is safe to use on colored hair, leaving it feeling clean and fresh. After cleansing with Scrub to Foam, gently towel dry the hair and part into sections and apply the serum in sections using the nozzle. Gently massage through the hair and then if required apply styling products and style dry. The subtle yet fresh, clean fragrance features Invigorating Tea Tree, Mint and Bergamot with added Notes of Amber, White Tea, Sandalwood and Neroli Petals.
Relaxing massage techniques add to the in-salon sensorial experience. They ensure this is a ritual clients will want to repeat both in salon and at home. Healthy hair starts with a healthy scalp and self-care starts with ALTERNA Renewing Scalp Care Rituals.
For more information on Alterna and the Renewing Scalp Care collection, visit www.alternahaircare.com
Available from Salon Promotions Ltd. online HERE or to learn more contact 01282 444 900.
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