BEST in EXPORT 2021

ALTER EGO
ITALY
BEAUTY AND
KINDNESS
OUR HISTORY
With 33 years under the leadership of Pegorin’s
Family, 1988 sees sons Gianni and Federico bring
to life, Alter Ego Italy, what is today recognized as
one of the most important brand of the AGF88
Group. Distributed in more than 60 countries all
over the world, in these past three 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 work, classic beauty and family!
Our mission is to develop high quality cosmetic
products for the professional haircare world
that blend together effectiveness and kindness,
performance and sustainability.
ABOUT US
Company Name:
Pettenon Cosmetics
S.p.A.
A group company of
Agf88 Holding
Company Address:
via del Palù 7/d
35018 San Martino
di Lupari (PD) - Italy
Website:
www.alteregoitaly.com
Founded in:
1946
Main Brands:
SheWonder, Urban Proof,
Technofruit Color, My Color,
Blondego, Egobond
Main Export Destinations:
North and South America,
All European Countries, North
Africa, Middle East, Australia
For a contemporary target that demands top
performance in protecting the environment, hair
and skin.
THE BRAND ESSENCE
One of the Latin translations for the words
‘Alter Ego’ is ‘your trusted friend’ and Alter
Ego Italy has been the trusted friend of salon
professionals for over 30 years worldwide.
Another translation is ‘the other you’ or “your
best soul mate” and this duality is represented
by the brand payoff that is “Beauty and
Kindness”: on one hand the brand talks about
Beauty as its core business, on the other
hand about Kindness as respect for what is
precious for us. Alter Ego Italy has a clear
commitment in being a sustainable brand
in everything it does and, indeed, joined the
AGF88 Group in its “Water Save Campaign”
knowing the importance of water saving,
looking for a better future.
ALTER EGO ITALY EDUCATIONAL PROGRAM: it
offers a complete range of workshops designed
to build a core foundation of knowledge and
technical skills. The in-salon program brings
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. Today the
brand has new art directors: Gogen’s leading
international hairdressing team is a paragon of
creativity and innovation on the international
hairdressing scene, represented by Gina Rossi
(Expert Colourist), Jerry Del Duca (Creative
Director), MarcoLamberti (Creative Director)
and Alessandro Abei (Creative Director).
Thanks to our SALON EXPANSION program,
Alter Ego Italy offers each salon the opportunity
to choose the marketing program best suited to
their specific needs.