Alama Professional, a 100% Made in Italy haircare brand part of Pettenon Cosmetics S.p.A. SB, unveils its new packaging and launches the campaign “Se m'ama, è Alama”—an invitation to take care of oneself and one’s hair as a daily act of wellbeing. With high percentages of natural and biodegradable ingredients, the brand combines professional quality (at home), environmental responsibility, and a people-centered approach. The new look makes its debut during Milano Beauty Week, September 16–21, with an experiential pop-up store in the heart of Porta Nuova.
In a fast-paced world where daily pressures often push us to neglect ourselves, caring for our hair becomes much more than a simple action: it is an act of love, a ritual that gives us back time and attention. More than ever, people feel the need to transform even the smallest routines into moments of peace and escape, choosing products that not only deliver on performance, but also envelop them in an authentic wellbeing experience—made of care and small pleasures that nurture both body and spirit. From this arises a new awareness: beauty is more than what we see in the mirror; it is a feeling to be experienced, a way of feeling good and living well.
This is the vision behind Alama Professional’s new campaign “Se m'ama, è Alama”, which invites us to rediscover the value of the present moment and of daily self-care. In a hectic world that dishevels us, haircare becomes a moment of pure wellbeing, a happy ritual, an act of love towards ourselves and our hair. This vision is embodied in the brand’s promise of “happy caring” and a complete, professional, and sustainable product line—perfect for those who want to feel cherished while giving themselves a moment of personal indulgence.
The campaign also marks the unveiling of the restyled brand identity, now with a clearer and more immediate visual language to highlight the concept of happy caring, consistent with Alama Professional’s core values of wellbeing, attention, and sustainability, while ensuring greater transparency and clarity. In addition, the 500ml shampoo bottle has been completely redesigned, offering a more modern and premium look, improved functionality, and a 37% reduction in environmental impact compared to the previous version.
To celebrate its new look, Alama Professional has created a pop-up store that will be present at Milano Beauty Week for the second consecutive year, from September 16–21 in Via Vincenzo Capelli, Porta Nuova. Visitors will have the opportunity to discover the brand, win exclusive prizes and discounts, and receive consultations from trichologist Eva Rettore.