• Derma Aesthetics' free New Zealand skincare lecture
• Pola's Japanese Facial Training
• Skin O2 a Bronze Make-A-Wish supporter
• Cosmoprof North America: beauty, blogs and big business
• Simply Divine makeup partner for Wedding Expo

• CND to launch Shellac in May
• Derma Aesthetics lecture boasts beauty leaders
• Karen Matthews to lead new beauty and health group
• Natural Compatibles trainer judges beauty students
• Mentor Management releases Powerbooking training CD

• Alpha-H a major sponsor of Salon Melbourne
• Two new staff at Alpha-H
• Nicky Buckley named Alpha-H brand ambassador for 2010
• Alpha-H launches Virtual Salon
• Alpha-H donates water and sunscreen to Victorian bushfire cleanup efforts

Alpha-H: a change for the better

[Fri 28/11/2008 11:16:05]

Michelle Doherty’s passion took a little known Australian brand from obscurity to the cutting edge, worldwide.

It has been 18 years since the inception of Alpha-H; discovered through, as company director, Michelle Doherty says, her personal journey and desperation. “I was living in New Zealand and was introduced to this range, packaged in very plain packaging containing then unheard of AHAs. It radically changed my life. I felt so compelled to share this secret with so many others who experienced my desperation in trying to find a solution for my skincare needs. I bought the company and my husband and I moved to the Gold Coast, Australia, to start our business.

“When I first started the company, my only goal was to tell as many people as I could about this amazing new product I had discovered.”

Today, Doherty says, an Alpha-H product is sold every minute, of every day, 365 days a year, across three continents; a success she says she could never have envisaged. The company has expanded its range to over 42 products. They are stocked in over 800 salons across the globe and are pushing the boundaries of tough overseas competition in the UK and Europe.

At the heart of the Alpha-H brand philosophy is the idea of change; something the company has always been working towards. In addition, persistence and passion drive the company, with the values it holds true being honesty, integrity, assuredness and being stimulating.

“Alpha-H is maturing and is an attractive brand, and we believe it is more than a simple solution – it’s a definite change in how we approach skincare,” Doherty asserts. “Alpha-H is a word-of-mouth brand, with results speaking for themselves. We significantly change people’s lives by the way they feel when they look in the mirror. That to me is worth more than gold.

“Each day, I’m motivated by change. If we don’t embrace change then we don’t grow and this reflects both in my personal and professional life. I’m constantly researching the latest ingredients and their position in the beauty industry both here and overseas.”

The brand offers an effective, no frills and no-fillers approach to skincare. The products do what we say they do and fulfil their promises, Doherty assures. Describing the brand experience as a relief, she says it’s not forced and is something all women can relate to. “Alpha-H is a brand that you just know will do something exciting next.”

Alpha-H’s ‘hero’ product is Liquid Gold; which garners consistent feedback from clients saying they are constantly amazed at the immediate difference they see in their skin after using the product. The powerful resurfacing and refining lotion visibly refines enlarged pores, brightens the complexion and improves skin condition.

Another consumer favourite is Vital C ‘20’ Serum containing 20 per cent L-Ascorbic Acid and Olive Leaf Extract. This pure and powerful vitamin C serum boosts collagen production, improves skin elasticity and provides the essential antioxidant properties of vitamin C.

With the constant discovery of new “wonder” cosmeceutical ingredients, Doherty envisages skincare delaying the need for cosmetic surgery. If a person adopts an active range early in their years, used consistently and combined with a healthy lifestyle, then there is no reason why they would need to seek cosmetic enhancements such as fillers or neural inhibitors, she says.

According to Doherty, new research has identified several kinds of new radicals and reactive species making existing antioxidants obsolete. “These new species of radicals; Reactive Oxygen Species (ROS) and Reactive Nitrogen Species (RNS); are responsible for irreversible signs of skin ageing and can cause extensive cell damage or even cell death. Lipochroman-6 (Poly-Oxidant) has been scientifically developed and proven to be a very effective ROS and RNS scavenger, therefore a powerful active to prevent irreparable skin cell damaged produced by these species’, without any side effects or skin sensitivity.”

The brand has incorporated this new free radical scavenger with the ingredients of Liquid Gold to develop Alpha-H Liquid Gold Daily Poly-Oxidant Complex to ensure skin gets the protection it needs on a daily basis whilst providing it with the refining properties one expects from Liquid Gold and giving the complexion a lift with skin lifting peptides. Doherty also believes micro-current technology will be infused into a person’s ‘maintenance’ routine. “This amazing new technology will reduce the need for cosmetic enhancements with a simple 20-minute application,” she says. “Incorporating this unique micro-current technology with Liquid Gold, the Alpha 75 Eye Perfector Power Patch and Alpha Lip Line Perfector Patch will keep skin looking youthful whilst visibly reducing fine lines and wrinkles.”

2008 is a big year for the company, which is adding more products and ranges to its collection. Age Delay Intensive Night Treatment Cream introduces CHA (Combined Hydroxy Acids). Doherty explains: “This revolutionary formula includes glycolic acid, salicylic acid and retinyl proprionate. We are able to combine these three powerful ingredients utilising encapsulated technology. This then thrusts measured doses of retinyl proprionate into the skin eight, 10, even 12 hours after application!”

The new Alpha 75 Eye Perfector Power Patch mentioned above contains a small battery embedded in the patch; Liquid Gold is then applied to the patch and placed on the skin. Once applied the patch emits micro-currents assisting the skin to absorb Liquid Gold deep into the dermis. The results are said to offer up to 75 per cent wrinkle reduction in 20 minutes. Soon to be released, Alpha Lip Line Perfector Patch uses the same micro-technology.

Mr & Miss H Collection is designed for teenage and hormonal acne-prone skin. Combining salicylic acid, anti-bacterial ingredients and soothing aloe vera it helps target problematic acne in a simple three-phase program for an effective skincare solution.

Alpha-H Pedi Care Treatment Cream is an indulgent conditioning and resurfacing foot treatment containing 14 per cent glycolic acid, jojoba spheres and arnica extract to leave skin smooth and soft to the touch.

Dieticians have touted the benefits of supplements and long recognised a direct correlation between diet and skin. AlphaCeuticalsTM is a scientifically formulated skin-renewing, power-packed vitamin supplement to help protect skin from the inside. These power vitamins enhance the body’s natural defences against cell damage, its ability to repair areas such as wound healing, fortifying fibres and improving the skin’s appearance.

The new Liquid Gold Daily Poly-Oxidant Complex with Skin Lifting Peptides uses the aforementioned latest technology in free radical scavengers. “Intelligent” poly-oxidants seek out free radicals whilst leaving skin firm, plump, and hydrated with a ‘lift’. Makeup glides on effortlessly and stays on all day without the need to touch-up.

Doherty says Alpha-H sees itself as Australia’s best kept secret, a quiet achiever in the skincare industry. “We continue to grow because of the support we receive through our salons and our belief in the results our products produce. We are not a big, flashy celebrity-endorsed brand, investing in excess packaging. We are seen as more honest, practical and effective. Secrets are always something precious, and ultimately something people want to find out about. We are very passionate and protective of what we’ve achieved, we have strong ambitions and a firm belief that Alpha-H can and will become an iconic Australasian brand.”

Over the last few years there has been an emerging trend of consumer websites offering professional skincare brands – and advice – online. Doherty says Alpha-H supports professional skincare salons and professional aestheticians. “It is essential when using a highly active range that one visits a salon to have their skin professionally diagnosed for a prescription of Alpha-H products. Visiting a salon will ensure one is prescribed the right products for their skin and uses them to their optimum.”

The company understands the need and positioning of a professional salon and has launched its Alpha-H Concept Salon initiative. Their inaugural flagship salon opened earlier this year on the Gold Coast and the company has plans to open more throughout Australia in 2008. Doherty says this is an excellent franchise opportunity for savvy business operators to see how a professional salon brand operates within a salon.

Client feedback is important to Doherty and her company. She feels it’s vital to staying in touch with consumers and their needs. “Clients call us daily telling us how Alpha-H has positively changed their lives. We receive regular emails and clients visit our salons filled with good news about their Alpha-H product experience.”

In 2008, the company is hosting Alpha-H academies in each state. These are intensive two-day programs, educating their therapists on Alpha-H, new products, the latest know-how and industry standards. A business coach will present on how salons can build their business into a profitable venture, and the importance of training and educating both therapist and clients alike. The company also offers training on a bi-monthly basis tailored to salon needs. Alpha-H supports its salons offering regular promotions and ongoing support in response to their salons’ needs.

For Doherty, the skincare industry has become quite boring and predictable. She feels consumers are finding it difficult to distinguish between medically focused ‘doctor’-prescribed ingredients or Hollywood celebrity-endorsed luxury brands. Either way, she says, their clients are finding it increasingly difficult to choose between products without their consultations or expert advice.

The greatest challenge facing the beauty industry, Doherty says, is if it doesn’t change it will continue to confuse and disappoint consumers. Therefore, a key to surviving in the industry is to identify with the customer and their needs. “We looked into why women would want to change their skincare routine,“ Doherty adds. “They have either an increase or decrease in what they can afford; they are bored with what they currently use, or they have experienced some type of change in the condition of their skin.

“The common theme here is change. Skin condition is often the most visible sign that a woman is changing, whether it’s the stress of a new job, becoming pregnant, ageing or changing climate. Alpha-H can understand these changes, identify with these women and encourage them to take control of their skin.“

Another key factor to survival, for Doherty, is staying at the forefront of technology. This year the company will have released six new products in the Alpha-H family, each unique in their own way. “We have seen a gap in the market and responded to our clients with the release of each new product.”

Doherty plans to continue to grow and expand Alpha-H into new emerging markets. They have been invited to launch into Germany in August this year. Next on the agenda is Europe, the US and expanding in Asia where they are currently negotiating importing Alpha-H products. She is also continuing to develop exciting new products utilising cutting-edge ingredients and technology.

“The secret of Alpha-H is out; clients know that our products genuinely work and you can always trust in our performance,” Doherty says. “I don’t just believe, I also know, that the Alpha-H brand is really something quite special; it does offer something different and it makes real and significant changes to our lives. I also know that now is the time to really let the Alpha-H brand shine, allow it to realise its potential and give us all something to be truly proud of. This is an exciting time. This is where new skin begins.”

For further information, contact International Waters Pty Ltd on 1800 659 777 or visit our website www.alpha-h.com.