Alter Ego Italy 'the interview' North America, June 2015

The Beauty Industry Report Visit bironline.com

Alter Ego Italy Salon Exclusive expands in North America

F

merchandising, including point-of-sale displays Quality products made in Italy: Our expert or more than 25 years, Alter Ego Italy Salon research and development team is continually at and materials, in-salon tools, materials and Exclusive has been dedicated to the art of education—all elements designed to enhance the forefront of production, with more than 30 hairdressing and exclusive to professional the brand experience and awareness. years experience within our modern laboratories salons. With an established distribution network in Venice and Tuscany, where tradition fuses with BIR: Describe your ideal distributor. on the U.S. East Coast through European PC: We want aggressive partners who want innovation to develop next-generation formulas.

Beauty Concepts and north of the border the tools to compete strongly in the market. We Professional: We offer North American through AEI Canada in Montreal, Alter Ego Italy have witnessed in these past years many salons a product line dedicated to them. Alter Salon Exclusive is broadening its horizons with a changes in distribution that have dramatically Ego Italy Salon Exclusive products will be sold new office co-located hurt the independent salons. Alter Ego Italy only to professional independent salons and with Bob Peel’s Bold 3PL wants to bring back the salon tools that stylists. We guarantee high performance in Hutchinson, KS. Fueled originally grew the professional salon industry. products across our color and wet lines, leaving

by Bold 3PL’s resources In fact, we are relationship personified. Many the salon client smiling. and systems, the company of our distributors have enjoyed long-term Our focus is on education and giving is seeking new distribution partnerships of 15+ years with us. As I tell all new exclusivity to the salon. From the quality of our partnerships. potential partners, we are in business together. products and packaging to our education Beauty Industry It’s not you and me or us and them. We are services, we are all about the hairdresser, who in Report recently caught up Phil Clark, Alter Ego Italy’s North creating a partnership and we work together to turn, can offer a service that is unique and with Phil Clark, North American Director achieve success across the complete business unavailable outside of the salon.

American Director, to platform, long-term and trusting.

BIR: How do you position Alter Ego Italy in discuss the operation and plans.

Currently in the North American market, the the marketplace?

BIR: Welcome, Phil. Tell us about Alter Ego unfortunate trend for some brands is to sell to PC: We value Alter Ego Italy as a premium Italy Salon Exclusive. anyone and everyone. This really hurts the Phil Clark (PC): Thanks, Mike. Our philosophy brand, yet at an affordable price. Competition is independent salon and stylist. We will not sell strong; however, we urge distributors and stylists can be summed up in 4 key points: 1. We have Alter Ego Italy Salon Exclusive products to massto take the Alter Ego Italy challenge and passion for the salon industry. 2. We love the market retailers, discount stores or pharmacies. embrace a new and exciting direction. professional stylist. 3. We manufacture to the BIR: What type of salons are the best partners We are competitive and confident in highest standards premium quality hair color and for your brand? delivering what we hear and believe is missing wet lines from Europe. 4. We sell only to PC: We are looking for salon owners who from today’s market. It goes beyond a bottle of professional salons. Let’s drill down into each of want to double their income. We provide shampoo or a tube of color. It’s about delivering those points. products that deliver what the stylist says they a quality 360-degree salon exclusive experience.

Passion: As part of the Pettenon Cosmetics will. Today’s independent salon is competing BIR: Tell me about your distribution model.

Group, we have been developing quality against drug stores, franchise salons and discount What can distributors and salons expect from cosmetic hair care products for more than 60 stores. We want to bring salon exclusive your company? years. This tradition has been handed down over positioning back to the North American the years and is renewed daily through our salon. mission of applying science BIR: Tell me about your key products. and cosmetic technology to PC: We cater to a vast range of salon produce European quality services, leaving no stone unturned and see salon exclusive hair care ourselves as a full-service product provider. products.

Love: We love the The Be Blonde range offers service and retail products to illuminate blondes. Over the past several years, we have introduced a number of new and exciting independent salon and products that have set industry standards.

PC: Our partnership model is really focused stylist! The prime aim of Alter Ego Italy is to Hair color forms the backbone of our on the distributor and, ultimately, the salon. We offer the professional salon and hair designer operation. Our products offer 100% gray work very closely with our partners to ensure the best possible hair care solutions. Alter Ego coverage, amazing shine and deliver fantastic that they are getting maximum return on their Italy expresses its care with salon exclusive results. Techno Fruit (3.38 fl. oz./list $7.75) offers investments, delivering not just first-class products developed to protect, nourish and 22 color series, 122 nuances and a series of super products and packaging, but incentives through enhance the beauty of hair in its various types, lighteners, boosters and extra reds. My Color bi-monthly promotions, free sampling and forms and colors.

16 JUNE 2015

(3.38 fl. oz./list $8.95) is free of PPD and ammonia and offers an anti-aging benefit. It includes 59 nuances over a 14 color series.

Be Blonde includes a customized salon and home care program designed to guarantee a reliable and safe “perfect blonde” salon color service. It illuminates and protects beautiful blondes, complemented by Be Blonde Wash Alter Ego’s Passion Color Mask features a nourishing and conditioning treatment in 15 shades. and Care treatments, which are formulated to new benchmark from which to grow. derived ingredients with eco certification and keep all blonde tones brilliant and hydrated— It’s very important for us to have the right innovation. Treatments for hair and scalp are because no two blondes are the same. The line people getting the right results and delivering Wellness, Calming, Energizing, Rebalancing includes toners, high lift, bleaching systems, great marketing materials so our customers can and Purifying (1.69 fl. oz. to 33.81 fl. oz/list and illuminating treatments and color refresh maximize the market. With Andrew and Craig, retail $10.95 to $39.95). services. we get a whole lot more!!

Finally, Arganikare Day Therapy is a range of Just Colour (6.76 fl. oz./list $18.60), our We are creating a North American treatments formulated with Eco Certified argan oxidation-free, direct pigment vibrant color Educational Team, so if you are interested in and tea tree oil to transform texture for stronger series, features the Instant Visible Brilliance color becoming part of the team, I invite you to send and glossier hair. It regenerates and nourishes series, which includes Red Elvis, Blue Blush, your resume to me at phil.clark@pettenon.it. without weighing the hair down, making it the Pepper Pink, Turquoise Delight, Yellow Tale, BIR: Tell me about your global strategy. perfect daily beauty regime for all hair types, Orange Tango, Rott-Violet, Croco Green and PC: Pettenon products are distributed in more even fine structures. Treatments include Miracle Clear Way, offering multiple color services. than 80 countries and growing. We launched Rejuvenating, Botanic Infusion, Pampering Kit Passion Color Mask (8.45 fl. oz./list $17.95) is into the United Kingdom just last year and are and Oils (list prices $8.95 to $38.95). a color enhancement system that tones and already making our presence felt. Iceland We also offer tools and accessories such as neutralizes in between services. recently came on board. Spain, France, Ireland trolleys, brushes, bowls, clips, gowns, towels, Fifteen nuances, including chocolate, and The Netherlands are all very strong markets retail shopping bags and salon hangers for client caramel, orange, red, vanilla, pearl for us, as is the Middle East. coats, all with the Alter Ego Italy Salon Exclusive and peach, increase the salon BIR: Any final thoughts? branding. service at both the professional and PC: North American salons deserve a Stock will ship from our centralized U.S. retail levels. manufacturer committed to them beyond location for quick turnaround to either coast!

B-Toxkare is a treatment with providing great bottles of shampoo and tubes of BIR: We all know how important education is hyaluronic acid. Its replumping color. Alter Ego Italy by Pettenon Cosmetics fully for salon professionals and slow-aging actions deliver to succeed. What do you supports the fundamental values the salon immediate results from the industry was built on. We go beyond focusing on offer that’s different? first application. The line products and strongly embrace salon values that PC: Education is includes Prepping Shampoo crucial, and understanding increase the income of salon owners and stylists.

(25.36 fl. oz/list $22.95), Lifting BIR: Will you be taking appointments at that European Hair trends Serum (.67 fl. oz. x 10/list Techno Fruit Color permanent hair Cosmoprof North America? generate business, we $49.95), Contouring Cream coloring cream features a keratin PC: Absolutely! We would love to meet also know how hard and (16.90 fl. oz./list $23.95), delivery system. distributors and tell them more. You can find us expensive it is to train a Replumping Shampoo (33.81 fl. in the Italian Pavilion, Booth 20185. We are very salon’s team. That’s why Alter Ego Italy will soon oz./list $23.00, 10.14 fl. oz./list $14.95) and open about sharing the results we are achieving introduce live online broadcasts/Webinars from Replumping Cream (6.76 fl. oz./list $16.95). in the marketplace, including salon owner, our academy in Venice with European trends, The Hasty Too Runway Collection features product launches and trainings, as well as regular colorist and stylist feedback. styling products for creating catwalk-inspired To learn more and to set up an appointment updates, plus question and answer sessions. looks. They include Polishing Crème (4.22 fl. during Cosmoprof North America, contact Phil We host continuous training throughout oz./list $15.90), Curls Amplifier (5.07 fl. oz./list Clark, North American director, at 818-510-2295 Europe with the AEI International education $19.95), Smoothing Balm (3.38 fl. oz./list $15.90) or phil.clark@pettenon.it and ask about the team. Since 2012, we have worked closely with and Volume Spray (6.67 fl. oz/list $13.90).

Venice incentive. Or, call the U.S. headquarters Craig Smith, global creative director, and Botanikare Day Therapy treats common at 844-662-5551 and speak with Debbie. Visit renowned photographer, Andrew O’Toole, to scalp issues. Remaining true to our eco alteregoitaly.com. release two collections a year that have set a conscious policy, we have combined naturally

JUNE 2015 17