Premiere Orlando: Germany’s Alessandro International Celebrates Its U.S. Launch
  • NAILS Magazine
  • June 19, 2013


A hit nail products brand in Germany since its founding in 1989, Alessandro International expands to the U.S. for the first time. Setting itself apart from other brands, Alessandro offers prescriptive nail care, meaning instead of one-size-fits-all products, it offers specific solutions for brittle/splintering nails, thin/soft nails, and healthy nails, as well as a full line of high-end manicure and pedicure products including scrubs, creams, and serums.

“It’s a wish come true because 25 years ago when I started Alessandro I always thought I would come to the States, as it’s a big nail market. And today’s the day,” founder Silvia Troska effused to my coworker Kim and me at a Premiere Orlando cocktail reception celebrating the launch. Troska added she was thrilled to partner with Tweezerman’s parent company Zwilling J.A. Henckels, as it's well-established in the United States. I was delighted to interview Silvia face-to-face and found her down-to-earth and in love with all things nails. (Watch the video above or on NAILStv.)



At the event, Kim and I snagged a peek at the product that elicited the biggest stir: Striplac — the company’s gel-polish that simply peels off. (That's Frank Schaberle applying Striplac to my digits, while educator LaShaun Brown-Glenn is all smiles about the product line.) While attendees were being manicured, a witty video teasing the launch was aired on a large screen.


Alessandro’s whole collection was showcased at the party, including its other nail color options from polish to potted UV gels.

—Sree

Photography by Kim Pham

Keywords:   On the Road     products     techniques     tradeshows  



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