Alter Ego Italy, the professional haircare brand part of Pettenon Cosmetics S.p.A. SB, launches its new international campaign Unlock Your Possibilities—an invitation to rediscover beauty as an act of transformation, freedom, and possibility, and the first visual and narrative expression of the brand’s new strategic repositioning. The campaign officially debuts following its exclusive preview to the sales force during the Canvas event held on August 31 and September 1 in Venice—two days of training, inspiration, and brand celebration in a unique setting.
In a market where beauty is increasingly connected to identity and personalization, Alter Ego Italy has embarked on a significant evolution process, involving both its core values—now more focused on conscious, inclusive, and sustainable beauty—and its packaging system, which has been redesigned to better reflect the premium quality and professional expertise of the brand. Within this new framework, the brand positions itself as an enabler of possibilities for both hair professionals and end consumers, empowering both by combining performance, innovation, and authenticity.
From this positioning comes the campaign payoff Unlock Your Possibilities, which perfectly summarizes the brand’s mission: to provide tools and inspiration to help every individual express their full potential. It is a universal message—a promise of empowerment, freedom, and discovery—that resonates with both hair stylists, with their creative and transformative role, and end consumers, who are increasingly seeking effective, sensorial products and personalized services. For stylists, this means relying on a brand and a portfolio that open new creative, educational, and professional paths. For consumers, it represents an invitation to explore every facet of their beauty. Together, they become co-protagonists of a journey of transformation, guided by the stylist—a discreet yet powerful figure who, like a magician, uses expertise and quality products to unlock new possibilities of self-expression, revealing beauty as an act of authenticity and self-realization.
Unlock Your Possibilities marks the beginning of a new chapter for Alter Ego Italy, celebrated on August 31 and September 1 in Venice with the brand’s Canvas event. This milestone is part of a broader journey that, in 2025, will see Pettenon Cosmetics S.p.A. SB strengthen its cultural ties through a collaboration with the Peggy Guggenheim Collection in Venice, within the Guggenheim Intrapresæ project. A partnership that connects art and cosmetics under a single vision of beauty—as a shared, cultural, and social value. In this context, Alter Ego Italy’s message—living beauty as possibility and empowerment—takes on a new resonance, aligning with a horizon of innovation and responsibility that goes beyond haircare. Through this initiative, the Group reaffirms that true innovation arises from the meeting of creativity, science, and culture, and that only through this dialogue can we build a more conscious, sustainable, and inclusive future.