20 17 H a i r _ L e o n a r d o R i z z o a s S a n r i z z C r e a t i v e D i r e c t o r f o r A l t e r E g o I t a l y / P h o t o g r a p h y _ A n d r e w O ’ To o l e / P r o d u c t s _ A l t e r E g o I t a l y
BRAND PORTFOLIO
H a i r _ L e o n a r d o R i z z o a s S a n r i z z C r e a t i v e D i r e c t o r f o r A l t e r E g o I t a l y / P h o t o g r a p h y _ A n d r e w O ’ To o l e / P r o d u c t s _ A l t e r E g o I t a l y
C O L O R . FA S H I O N . S T Y L E
Italian Couture. Passion for quality. COLOR/ Attention to detail. Classic beauty. FASHION/ Innovative products. Creative inspiration. STYLE/ Open-mindedness. Ongoing Education.
ALTER EGO ITALY The Trusted Friend of Salon Professional’s SINCE 1988
OUR STORY
OUR MISSION
With 42 years under the leadership of Arturo Pegorin, 1998 sees sons Gianni and Federico bring to life, Alter Ego Italy, what is today recognised as the Crown Jewel of the Pettenon Group.
Is to provide innovative products, creative inspiration, education and continuous support to become the obvious manufacturer of choice of salon professionals, worldwide.
In these past two decades, the brand has earned a reputation for innovation and product excellence. A passion for quality and attention to detail, ‘down to the last drop’, along with values continually passed through the generations for hard work, classic beauty and family!
Ap e
2011
1999
1995 1988
Sees the birth of Alter Ego. Creativity and strong entrepreneurial skills are at the heart and foundation of the brand.
Continued growth of the Alter Ego brand rapidly recognized at an International level.
Alter Ego proudly endorsed with the MADE IN ITALY official signature
The Color & Creative Challenge is launched as our professional hair competition to our global market.
br
BUILDING
trusted friendships
with Salon Professional’s
2015
2013
2012
2016
Alter Ego Italy moves into new purpose built Italian HQ with a state of the art Academy.
Rebranding of the brand gets underway as we look to expand our global presence. Opening of stand alone AEI USA operation
Our education platform, Team AkademĂŹa is founded and in year one we produce over 300 days of training are within our global market.
Appointment of our fist ever Global Creative Director opening a broader global presence for Alter Ego Italy.
e d ir bal
CELEBRATING excellence of italian
craftmanship
RESPECTING
equilibrium between science and nature
DELIVER
inspirational education that challenges and motivates thus developing expertise and
pushing creative boundaries
in our innovativeformulae with a profound and shared passion to produce unique products
INNOVATION,
the key to success
BRA OVERV COLOR & TECHNICAL
Permanent hair coloring cream endorsed by professionals for proven and effective color results.
WITH
AMMONIA
AMMONIA
FREE
BE BLONDE
A professional range of color and products that have been especially formulated to meet all the needs of naturally blonde, bleached or lightened hair structures.
COLOR INNOVATION
The essentials in technical services.
AND RVIEW SPECIAL TREATMENTS
Revolutionary professional hair system for technical service.
CARE
A complete range of treatments formulated to transform texture for stronger and glossier hair.
STYLING
A complete range of styling & finishing products to satisfy the needs of all hair types where technology and creativity blend together to deliver an infinite spectrum of styles.
Hair_Leonardo Rizzo as Sanrizz Creative Director for Alter Ego Italy / P h o t o g r a p h y _ A n d r e w O ’ To o l e / P r o d u c t s _ A l t e r E g o I t a l y
WITH
AMMONIA
AMMONIA
FREE
TECHNOFRUIT & MY COLOR
COACTIVATOR CREAM
Technofruit Color is the permanent hair coloring cream enriched with Garcinia Mangosteen. 122 nuances
Special stabilized oxidizing cream enriched with with innovative new generation conditioning cationic agents, that guarantee maximum cosmetic results.
100 ml 3,38 fl oz
My Color is the ammonia and ppd free permanent hair color with Caviar, Hyaluronic Acid and Eco-certified French Rose. 66 nuances 100 ml 3,38 fl oz
10 / 20 / 30 / 40 vol. 1000 ml 33,81 fl oz
TECHNICAL A complete technical portfolio covering all hairdressing needs: next generation formulae, incredible lasting brilliance, an infinite palette of “creative” nuances, high performance delivery systems.
PH CHANGER
RIVOLUZIONA IL SERVIZIO COLORE IN SALONE
TRASFORMA IL PH DELLA COLORAZIONE TRADIZIONALE PER CREARE SERVIZI TONO SU TONO, DEMI COLOR E COLOR REFRESH
DISPONIBILE NEI MIGLIORI SALONI
PH CHANGER
PASSION COLOR MASK
New revolutionary product that transforms permenant hair color in an acidic PH.
Dual effect conditioner that nourishes, intensifies and dual effect conditioner that nourishes, intensifies and tones natural, highlighted and colored hair.
Ph Changer changes the pH of Technofruit and My Color colouring cream, creating 2 new coloring systems: - tone on tone - demi-color 125ml 4.22 fl oz
Creates extraordinary shine to dull hair whilst enhancing cosmetic color. 250 ml 8,45 fl oz
PROFESSIONAL TREATMENT IN 3 EASY STEPS FORMULATED TO PROTECT & STRENGHTEN THE HAIR STRUCTURE DURING CHEMICAL SERVICES.
BOND additive BOOSTER treatment
Bond Booster 250 ml 8.45 fl oz
BOND fortifying SETTER treatment
Bond Setter 500 ml 16.90 fl oz
BOND sealing LOCKER treatment
Bond Locker 500 ml 16.90 fl oz
REVOLUTIONARY FORTIFYING SYSTEM FOR BLEACHING COLORING LIGHTENING
TREATMENT EGOBOND regenerates and enhances the cosmetic beauty and condition of all hair structures. instantly visible results for guaranteed client satisfaction. Restores hydration, improves resistance and enhances shine, leaving hair silky soft. It extends the life of blow-outs and styling.
1
INTERNAL ACTION
STRENGTHENS Its low molecular weight allows it to penetrate the cortex to restore incredible strength and improve resistance.
2
EXTERNAL ACTION
PROTECTS & HYDRATES
keravis
TM
A multifaceted amino acid protein based complex restores strength, brilliance and hydration during all technical services.
Restores hydration and wraps an invisible shield around the hair shaft to protect & preserve the hair structure.
Hair_Leonardo Rizzo as Sanrizz Creative Director for Alter Ego Italy / P h o t o g r a p h y _ A n d r e w O ’ To o l e / P r o d u c t s _ A l t e r E g o I t a l y
technical
coming soon
Pure Toner 60 ml 2,02 fl oz / White/ Platinum/ Caramel/ Dusty Pink Pastel Toner 60 ml 2,02 fl oz / Denim Mauve/ Pastel Lilac/ Dusty Copper NEW Pure diamond Lift 60 ml 2,02 fl oz / Natural/ Ash/ Iris/ Pearl Ash/ Beige Pure Hi-Lite 150 ml 5,07 fl oz / Pure Light Blue Powder 500 gr 16.90 fl oz / Pure Light Cream 500 gr 16.90 fl oz
TECHNICAL & CARE A professional range of color and products that have been especially formulated to meet all needs of naturally blonde, bleached or lightened hair structures. The active ingredients in the be blonde range, selected for their restructuring and deep nourishing properties guarantee maximum brilliance.
care Pure Illuminating Shampoo 250 / 1400 ml 8,45 / 47,34 fl oz / Pure Illuminating Conditioner 200 / 900 ml - 6,76 / 30,43 fl oz / Pure Illuminatiing Mask 200 / 1000 ml - 6,76 / 33,81 fl oz
Hair_Leonardo Rizzo as Sanrizz Creative Director for Alter Ego Italy / P h o t o g r a p h y _ A n d r e w O ’ To o l e / P r o d u c t s _ A l t e r E g o I t a l y
MIRACLE The solution for fine hair types FINE bringing volume, brilliance, elasticity HAIR and weightlessness to hair.
Miracle Fine Hair Shampoo 300/ 950 ml - 10,44/ 32,12 fl oz / Miracle Fine Hair Conditioner 300/ 1000 ml - 10,14/ 33,81 fl oz / Miracle Fine Hair Botanic Infusion 250 ml - 8,45 fl oz
MIRACLE The miracle color line uses the reg COLOR power of goji berries to seal the co HAIR reduces oxidative stress.
Miracle Color Shampoo 300/ 950 ml - 10,14 / 32,12 Miracle Color Conditioner 300/ 1000 ml - 10,14/ 33 Miracle Color Silver Maintain 300/ 950 ml - 10,14/ Miracle Color Daily Care 250 ml - 8,45 fl oz/ Miracle Color Protector 150 ml - 5,07 fl oz
CARE A complete range of treatments formulated to transform texture for stronger and glossier hair. Its special formula regenerates and nourishes without overburdening making it the perfect daily beauty regime for fine, thick or colored hair types.
the regenerative and antioxidant l the color, re-create shine and
0,14 / 32,12 oz / - 10,14/ 33,81 fl oz/ ml - 10,14/ 32,12 fl oz/ oz/ oz
MIRACLE A complete range of treatments that restores THICK hydration, softness, nourishment and brilliance HAIR to normal/thick mature hair types.
Miracle Thick Hair Shampoo 300/ 950 ml - 10,44/ 32,12 fl oz / Miracle Thick Hair Mask 275/ 1000 ml - 9,30/ 33,81 fl oz / Miracle Thick Hair Whipped Cream 200 ml - 6,76 fl oz / Miracle Thick Hair Blend Oil 50/ 100 ml - 1,69/ ,38 fl oz
Hair_Leonardo Rizzo as Sanrizz Creative Director for Alter Ego Italy / P h o t o g r a p h y _ A n d r e w O ’ To o l e / P r o d u c t s _ A l t e r E g o I t a l y
FOUNDATION. Sheer artistic inspiration.
Reinventing style & movement for hair.
Polishing Creme 125 ml - 4,22 fl oz / Curls Amplifier 150 ml - 5,07 fl oz / Volume Spray 200 ml - 36,76 fl oz / Smoothing Balm 100 ml - 3.38 fl oz / Raw Clay 50 ml - 1,69 fl oz
Restore natural volum and create a 3D effec
Love Me Curl 250 ml - 8,45 fl oz/ Headged 150 ml - 5,07 fl oz / Volume Primer 150 ml- 5,07 fl oz / Vo-Lux-Ious Hairspray 500 ml - 16,90 fl oz
STYLING & FINISHING A complete range of Styling & Finishing products to satisfy the needs of all hair types where technology and creativity blend together to deliver an infinite spectrum of styles.
al volume to fine hair 3D effect on curly hair.
Protect, model or sculpt to perfect your creative style.
Ocean Mist 150 ml - 5,07 fl oz/ Sculptex Gel 250 ml - 8,45 fl oz/ Light Imprint 100 ml - 3,38 fl oz / Classic Pomade 50 ml - 1,69 fl oz/ Hi-T Security 300 ml - 10,14 fl oz / Grip It On 250 ml - 8,45 fl oz/ Spray-It-On 500 ml - 16,90 fl oz
CUSTOMIZED, INNOVATIVE MARKETING SOLUTIONS FOR A SUCCESSFUL SALON
Technical Trolley
Easy Color Trolley
Trolley Nice
White Luxe Trolley
Expo Tree
SALON MARKETING & ACCESSORIES
Thanks to our SALON EXPANSION program, Alter Ego Italy offers each salon the opportunity to choose the marketing program best suited to their speÂcific needs. Customizable tools and tailored support for all types of salons. Marketing campaigns to enchance the image of the salon and promote the types of services offered to the salon clients. Advertising poster programs, cards, salon news and updates keeping clients informed of specialities and offers.
Tinting Brush straight
Dry Style Brush
Tinting Brush slanted
Paddle Brush
Face Scereen
Alluminium foils for meches
Digital Scale
Timer
Color Mix
Tinting Brush silicon
Carbon Liss Comb
Bronzage glove
Creative Iron
Tinting glass bowl
foamer + dosing
Finger Rasor
Towel
Single use Gowns
Spray Bottle
Tube Squeezer
Tinting black bowl
Clips
Carbon Comb
Carbon Comb long
Bi-Ball Long
Perm Rod
Protective Tinting Apron
TNT Shopper
Paper Shopper
Black cutting Gown
Plastic bag
EVENTS Cosmoprof Beauty Worldwide exhibition, International Hair Show, Color & Creative Challenge, collections, catwalks, trend sessions
S
EDUCATION The Alter Ego Italy Education Program offers a complete range of workshops designed to build a core foundation of knowledge and technical skills.The in-salon program brings directly to you, custom-made classes adapted to the needs of each team. THE ALTER EGO ITALY EDUCATION TEAM IS BUILT ON ESTABLISHED INDUSTRY LEADERS IN COLORING, CUTTING AND STYLING
ALESSANDRO STURARO INTERNATIONAL COLOR & TECHNICAL DIRECTOR With over 20 years experience in the hairdressing industry Alessandro’s approach to color and acute technical skills have established him as a Technical Director. As an International Educator his profound technical color knowledge has seen him travel extensively all over the world for courses, seminars, workshops and photo-shoots. Worldwide color training Alter Ego passes in his hands: methods, creating effects and passion are the ingredients of his courses.
JENNIFER CUMMINS DIRECTOR OF EDUCATION
Jennifer has conducted cutting and color education at in salon, classroom, academy and platform levels for major international brands for over 25 years both as a featured artist and team member.
Her everyday behind the chair experience as a working hairdresser, attention to detail and a brilliant blending of theory and technique, offer all a pathway to achieve greater levels of professionalism and skill. She is also a licensed instructor of Cosmetology, further evidence of her commitment to her belief in the ongoing need for education at all levels. As Jen says “education is simply the key that will make the difference for us all”.
H a i r _ L e o n a r d o R i z z o a s S a n r i z z C r e a t i v e D i r e c t o r f o r A l t e r E g o I t a l y / P h o t o g r a p h y _ A n d r e w O ’ To o l e / P r o d u c t s _ A l t e r E g o I t a l y
THE ART OF BALAYAGE
‘up to one hour off in salon service’ to the hair’ ‘the ultimate in ‘increase revenue’
TAILOR MADE COLOR SERVICE
TO ENHANCE STYLES
BALAYAGE PROFESSIONAL &
EXCLUSIVE NEW COLOR TECHNIQUE
THE TRUSTED FRIEND OF SALON PROFESSIONAL’S since1988 P E T T E N ON N O R T H A M E R I CA I N C . S U I T E 6 | 1 1 2 5 E . 4 T H AV E N U E | H U T C H I N S O N | K A N S A S | 6 7 5 0 1
M + 1 81 8 510 2 2 9 5 | O +1 62 0 662 W W W W . A LT E R E G O I T A LY U S . C O M
5 5 5 0 |