Beauty Insider’s interest was piqued earlier this year at the news that the prestige nail care brand Alessandro was
acquired by Zwilling Beauty Group, which also owns Tweezerman. What was the King of Tweezers going to do with a line of upscale nail polishes? Here, Tweezerman Chief Executive Officer, Conny Wittke, talks about her plans for infiltrating the U.S with what she believes to be the hottest nail line on the market.
Beauty Insider: What is the distribution strategy for Alessandro?
Conny Wittke: Already a leader in the hand, foot, nail care and color market in Europe, Alessandro will be distributed in high-end spas and salons and select premium specialty retailers and department stores. It is also available at www.alessandro-international.us
BI: How will Alessandro be positioned in the U.S.?
CW: Alessandro offers comprehensive product and care ranges of the highest quality for professional salons and at-home use. With 20 years of experience as a leader in hand and foot care, as well as nail care and color, the line is designed for professionals by professionals. Specializing in gels, offering nail lacquers in a wide range of colors and special effects, and continually innovating using the latest technologies and proprietary formulas are hallmarks of the brand.
BI: How will the brand be marketed to consumers?
CW: The brand will be marketed through close partnerships with top salons and spas, strategic advertising and social media activities, trade shows and PR initiatives.
BI: Which products will be highlighted for 2013?
CW: The products highlighted for 2013 are the newly re-launched Hand!Spa brand care collection that was developed with dermatologists and features anti-aging, smoothing, brightening creams and serums ranging in price from $20 to $39; the Nailspa Nourishing Mango Serum ($20) and Coco Mango Nail Butter ($25). Also, alessandro color & care line allows consumers to choose from 99 lacquer shades—and three application techniques: nonpermanent Nail Polish that lasts up to one week ($12 each), LacSensation – a semi-permanent color UV polish lasting up to three weeks, and Permanent Colour Gel that allows users up to six weeks of wear.