An essential date in any Alterna Trainer or Ambassador's calendar, our first Train-The-Trainer event of 2020 took place this February in the beautiful city of Amsterdam.
Housed at the SOTA academy, with its amazing technical facilities and striking aesthetics, the four days were filled with hands-on product experience, technical information and some well-deserved sight-seeing.
The event was led by Editorial Director, Joana Neves, who was joined by Creative Brand Ambassador, Sabrina Dijkman and Lead Technical Educator, Monica Dorati. They were on hand throughout the event to share their invaluable expertise and artistic inspiration.
We took this opportunity to present our latest trend collection to the trainers — Reflections. The looks and techniques of the collection were recreated on models giving them a real feel for the essence of the new collection, along with the products used.
Trainers were also given an exclusive first look at a new product assortment from Alterna, due to launch this summer, which only added to the excitement and passion that was palpable in the room throughout the course of the event.
The immersive nature of the experience equipped trainers to be able to take everything they learned and pass their new-found knowledge on to their local salons. With attendees from over all over Europe, the celebration of the collection across the continent will soon be evident.
With the Reflections collection taking inspiration from the catwalks, streetstyle and insta-trends alike, there’s plenty of versatility within the looks for both stylists and their clients to enjoy.