Xpert Professional appoints brand specialist for Alterna and R+Co

Xpert Professional Ireland has announced the appointment of Audrey Shanley as brand development manager for Alterna and R+Co.

In her new role, Shanley will support and educate salons and develop the two brands nationally.

Shanley has over two decades of executive-level experience in the beauty industry, predominantly in the premium luxury haircare sector. Having begun her career with L'Oréal Professional Products, she moved on to become national sales manager for Kérastas. As part of the overall L’Oreal brief, she launched shu uemura as a luxury exclusive professional brand available only in selected stockists.

She recently launched and distributed the Italian brand Davines to the Irish market, winning market share and awards, including Image Business of Beauty Most Innovative Hair Brand.

Shanley said she is committed to an ethos that rests on environment, pure ingredients and eco-packaging, and she subscribes completely to Xpert’s focus on professional education, advanced training and upskilling.

“Consumers are hungry for advice; they want to know what the professionals recommend and the sacred relationship between a woman and her stylist depends on that absolute trust that what the stylist is recommending comes from deep technical knowledge and training,” she said. “Xpert Professional understands that this special relationship depends on continuous professional upskilling and technique.”