Alter Ego, or Alter Ego Italy: an Italian brand of professional hair cosmetics from Pettenon Cosmetics SpA (San Martino di Lupari, province of Padua), which has been operating for more than 30 years. The core of the Alter Ego system is three permanent cream colour lines, each covering a different task for the colourist: classic colouring and lightening, ammonia-free colouring, and fast colouring within limited time. These are complemented by cream developers of different percentages, an ammonia-free toning mask for care between colourings, and heat-protection and care products.
Technofruit is a colour with ammonia and the Keratin Delivery System based on mangosteen, coconut and cottonseed oils, and honey. It is designed for grey coverage, lightens the natural base by up to 3 levels (up to 5 with the Extralifts service) and comes in more than 100 shades. It is chosen for classic colouring and noticeable lightening.
My Color is an ammonia-free, fragrance-free colour with hyaluronic acid, French rose extract and caviar. It is also designed for grey coverage but lightens more gently, up to 4 levels, and suits clients who cannot tolerate the smell of ammonia. The catalogue includes, for example, My Color 11/0 Ultra Platinum Blonde.
Fast Color is a colour with a processing time of just 10 minutes, free of PPD and resorcinol. It is designed for grey coverage and lightens the natural base by up to 3 levels with a 40 vol developer, with shades grouped into series: natural, brown, golden, copper and red. It is chosen when a client is short on time and the task is to cover grey hair quickly.
The number on a Technofruit tube consists of digits separated by a slash: the first number, from 1 to 10-12, marks the depth of tone, from black to platinum blonde, while the second and following digits mark the shade itself, for example ash, golden, copper or iridescent. This numbering principle is common to most professional colours and is also used in the My Color and Fast Color lines.
Technofruit shades from the catalogue by tone level: the row number is the first digit on the tube.
To compare shades in person rather than just by name in a product card, the catalogue includes a printed Alter Ego Technofruit Colour Chart. It is a swatch board with real strands of every tone, which colourists use to check the result before colouring.
Alter Ego cream developer activates the colour pigment and at the same time controls the degree of lightening: the higher the percentage, the more it opens the cuticle and lifts the natural tone. The catalogue offers developers at 1.5%, 3%, 6%, 9% and 12% in 1000 ml and 200 ml sizes, plus a separate 6% developer in 150 ml.
According to the Technofruit and My Color technical charts, the classic colour-to-developer ratio is 1:1.5 for standard colouring with grey coverage and 1:2 for toning or lightening services. A higher-percentage developer is typically used for lightening by several levels, and a lower one for toning and working with ammonia-free colour. For example, Alter Ego Cream Developer 6% suits a standard service with a large volume of mixture. What each strength means and how to choose the right one is explained in our article hair developer: 3, 6, 9 or 12%.
Passion Color Mask is a toning, not permanent, colouring mask that requires no developer. It contains vitamin E, inca oil, Chlorella vulgaris algae extract and lupin.
It refreshes and boosts a natural or coloured shade, adds shine and volume to dull, faded hair, and also conditions and eases combing. In the brand's system it sits between permanent colouring and everyday care: for when the colour just needs a refresh rather than a full re-colouring.
The mask is applied to towel-dried hair while wearing gloves and left on for 3 to 15 minutes depending on the desired intensity, then rinsed off thoroughly. The catalogue includes, for example, Passion Color Mask Copper Sunset.
Hasty Too Hi-T Security is a heat-protection spray that shields hair from heat tools and the sun, and reduces frizz and static. Its light, invisible formula forms a protective barrier on the hair surface and acts as an anti-static.
It is applied to damp, towel-dried hair before blow-drying, or to dry hair before a flat iron or curling iron. In the catalogue this is the Alter Ego Hasty Too Hi-T Security Heat-Protection Spray.
The range of care for damaged and weakened hair also includes Whipped Cream: a whipped hair cream with a rejuvenating effect and a light, creamy texture. It is applied as a stand-alone deep-moisture product when hair needs extra nourishment after colouring.
Alter Ego: an Italian brand with Technofruit, My Color and Fast Color, cream developers, Passion Color Mask toning masks and heat protection for hair.
