BEST IN EXPORT 2024

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 Pettenon Company.
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. Our mission
is to develop high quality cosmetic
products for the professional haircare
world that blend together effectiveness and
ABOUT US
Company Name:
Pettenon
Cosmetics
S.p.A. SB
Company Address:
via del Palù 7/d
35018 San Martino
di Lupari (PD) - Italy
Website:
www.alteregoitaly.com
Founded in:
1946
Main Brands:
Technofruit, Blondego,
MyColor, Fast Color 10’,
Egobond, Egoline
Main Export Destinations:
North and South America,
All European Countries,
Middle East
kindness, performance and sustainability.
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 is
kind towards nature and humankind, making
responsible choices in terms of recycled and
recyclable packaging and biodegradability of
the formulas.
ALTER EGO ITALY EDUCATIONAL PROGRAM:
it offers a complete range of workshops
designed to build a core foundation of
knowledge and technical skills. The insalon
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. 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.