Alter Ego Italy

This year Alter Ego Italy celebrate their 30th Anniversary and the team at Alter Ego UK were keen to add to the party mood with their presentations at Colour World UK 2018. This is a brand to get to know – colour backed by fashion, style and science! 


For three decades, Alter Ego Italy has been providing the world of hairdressing with an innovative and diverse range of professional hair products. across the full salon service menu and retail activity. With a proud investment in product development, world-class training and brand support, Alter Ego Italy creates strong partnerships with salons, helping them to elevate their position in the marketplace. As part of the global fiesta celebrating its achievements, Alter Ego UK set up a fantastic space at Colour World UK 2018 to share the joy and passion for colour with visitors at the two-day event.

 Alter Ego UK at Colour World



We invited visitors to Colour World UK to meet us for a social gathering in the all new Blue Factory as we brought the true feel of spring and summer to Colour World! Our picnic table – complete with grass – and sweet trolley signalled our intention to share the love and respect for colour, and our amazing ambassadors presented hair demos regularly. Alter Ego UK Colour Ambassador Issie Churcher worked her magic using Alter Ego Italy Tools and Colour. and Alter Ego UK Creative Ambassador Pete Burkill styled and finished her creations. You can see some of the fabulous, lush looks in the gallery above.

This highly talented duo really emulate the strong values, passion and attention to detail that Alter Ego Italy has offered since 1988. We loved how they shared their inspiration, conversation and celebration!  

Alter Ego Italy is distributed in the UK by Sweet Squared renowned for their multi award-winning customer service and education, whilst Serving the Pro only – with Love & Respect.

For more on Colour World 2018 click HERE:

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