Accompany us for an introduction to AlterEgo Italy, an exquisite Italian brand that was founded in 1988 and is still family owned
and operated. Alter Ego Italy encapsulates the dual essence of Beauty & Kindness in a single brand. As performance and
sustainability combines kindness for product efficacy, beauty lends to current trends, creativity, and personality. We promote an
innovative approach to beauty where we focus on the benefits of the synergy and equilibrium between science and nature. We
will share with you the curation of key features and benefits of the 4 main pillars of the brand: Technofruit Permanent Hair Color
Cream, BlondEgo Optimal Blonding System, Master Care Maintaining Treatments, and HastyToo Styling. By offering salons a
complete range of professional product portfolios we dedicate this support to hair stylists in every phase of their creative process.
Recognizing Your Inner Artist offers 2 distinctive techniques: Winged and The Believer. These color placements offer a multitude
of variations that can be adjusted to accommodate the color story that is requested by salon guests.
The Winged technique showcases an additional add-on service outside of the traditional highlight and delivers a result that has
internal illumination which gives movement and emerged lightness without adding additional processing time.
The Believer technique offers a natural blend of color blocking which incorporates the influence of highlighting and spotlights the
luminosity of the hair. The Believer is a highly sought-after global trend technique that is in line with today’s modern requests.