Novyco Academy · Alter Ego

Novyco Academy · Alter Ego Italy

Learn Alter Ego,
Beauty & Kindness.

The Italian professional brand from Pettenon Cosmetics (Veneto, since 1988): Techno Fruit and My Color hair color, BlondEgo blonding system, bio-hyper-fermented Egoline treatments, and Hasty Too styling. Three levels, from discovery to blond expertise.

Start Level 1 View introductory offers

4pillars: color, lighten, care, style

13BlondEgo products

Italy2026 international training

The brand

We are Beauty. We are Kindness.

An Italian family

Alter Ego Italy is made by Pettenon Cosmetics S.p.A. SB in San Martino di Lupari (Padua): “the story of a family, a passion, and an entirely Italian mission” since 1988, with its international academy on site.

Beauty & Kindness

Glamour, performance, and efficacy on one side; sustainability “as a way of being” on the other. Egoline: over 90% ingredients of natural origin, over 85% biodegradability, recycled and recyclable packaging, FSC paper.

We are Tech

Bio-hyper-fermentation and enzymatic biohydrolysis of actives sourced from Italian biodiversity: Apennine oats, Piedmont rice, Venetian walnut, prickly pear and Sicilian lemons, Trentino apples. “Inspired by nature. Strengthened by science.”

Four pillars

Color (Techno Fruit, My Color, Passion Color Mask), lighten and tone (BlondEgo), care (Egoline: ScalpEgo, CureEgo, ChromEgo, EgoBond), style (Hasty Too “Urban Proof”).

The range

Techno Fruit Color

My Color

Coactivator Cream

Gentle Protective Lightener

View the full Alter Ego range →

New from Alter Ego 2026

What's coming this season

Three international launches from Alter Ego Italy: ammonia-free hair color, a new styling line, and the 3^and Egoline wave. Chromafit is not yet available in Canada; for Stylego and Egoline 2026, ask your Novyco representative about availability and pricing.

ColorNot yet in Canada

Chromafit

“The new era of ammonia-free hair color.” Permanent ammonia-free, fragrance-free hair color with a bio-based formula (coconut oil, betaine), free of silicones, ethanol, and petroleum derivatives. Italian patent pending. 72 shades, 18 reflect families. Not yet available in Canada: content presented for informational purposes ahead of its arrival.

+21% fiber strength (in vitro test) · non-irritating (patch test, 20 volunteers)

Full protocol ↓

StylingNew

Stylego

Alter Ego's new professional styling line: 22 products in 6 families (Protect, Define, Volumize, Finish, Smooth, Curls). Each formula combines a performance active and a care active, with a signature fragrance activated by heat.

Heat protection up to 230 °C · humidity resistance tested for 8 h at 90% RH

Technical sheets ↓

Hair care3^and launch

Egoline 2026

New ScalpEgo Detox family (scrub and anti-metal shampoo), reformulated Energizing, Balancing, Calming, Nourish and Curly formulas, and three customizable in-salon rituals: Silk Glow, Color Enhance and Full Relax.

Energizing: up to −77% hair loss after 60 days (shampoo + lotion)

Full protocol ↓

Color10 min

Fast Color 10'

Permanent color in 10 minutes: same technology as Techno Fruit, rebalanced pigments. No PPD or resorcinol, up to 100% gray coverage, 30 shades in 8 series. Three services: permanent, tone-on-tone, Super Blonde.

Introductory offer available · code 902012-01

Full protocol ↓

Complete protocol · Chromafit not yet available in Canada · mixing, processing time, care

The system

Chroma: tone, depth, reflect, coverage, consistency. Fit: control, precision, reliability. Three principles: tone fidelity, targeted functional ingredients, respect for the integrity of the hair fiber.

72 shades · 18 reflect families · 2 natural series (neutral/cool and neutral/warm) · 1 Extra Red shade · 3 high-lift shades.

Mix

Only with Coactivator Cream 5 / 10 / 20 / 30 / 40 vol.
Standard series 1:1.5 · high-lift shades 1:2.

At-home care

Color Care (VivaChrome Complex): shampoo + conditioner (fine to normal hair) or mask (thick, dry, treated hair). +38% shine and intensity with shampoo + conditioner, +44% with shampoo + mask (after 15 washes, instrumental test).

Silver Maintain for blonde, gray and lightened hair: neutralizing shampoo followed by conditioner.

Service	Color	Coactivator	Processing time
Toning, powdery effect	1 part (e.g. 50 g)	2 parts 5 vol. (100 g)	20 min
Tone-on-tone, darkening, first white hairs (<20%)	1 part (50 g)	1.5 parts 10 vol. (75 g)	30 min
White hair <50%, lift by 1 level, change the reflect	1 part (50 g)	1.5 parts 20 vol. (75 g)	35 min
White hair >50%	1/3 natural base + 2/3 reflect (20 g + 40 g)	1.5 parts 20 vol. (90 g)	35 min
Lift by 2 levels + coverage	1 part (50 g)	1.5 parts 30 vol. (75 g)	35-40 min
Lift by 3 levels	1 part (50 g)	1.5 parts 40 vol. (75 g)	45 min
4-5 levels (high-lift shades)	1 part (50 g)	2 parts 40 vol. (100 g)	50 min
Thick or resistant hair	1 part (50 g)	1 part 30 vol. (50 g)	45 min

Source: Chromafit FR/EN brochure (Pettenon Cosmetics, 2026). Perform a sensitivity test according to the manufacturer's instructions.

Technical sheets · Stylego 6 families, 22 products

Perform & Protect

Ceramides + amino acids

Hi-T Security 300 mL: heat protection up to 230 °C, +48% breakage resistance; spray from 20 cm onto damp or dry hair before using heat tools. Weather Control 150 mL: fights frizz for up to 8 h, with hair up to 58% more manageable.

Perform & Define

Ingredients + oils · hold and shape

Elastic Shape fiber paste 100 mL · Clay Shape matte wax 100 mL · Primer Mousse 175 mL (the base for any style) · Texture Touch texturizing spray 300 mL · Power Fix strong-hold gel 250 mL · Extra Grip extra-hold mousse 250 mL (ideal for rollers).

Perform & Volumize

Niacinamide + linden

Volume Cloud mousse 250 mL · Wave Mist dry-finish spray 150 mL (beach waves) · Volume Powder mattifying powder 15 g · Air Shampoo dry shampoo with rice starch 250 mL, spray onto roots from 20 cm away.

Perform & Finish

Moisturizing hairsprays

Eco Air strong-hold aerosol-free hairspray 320 mL (15-20 cm) · Air Medium 500 mL (≥ 20 cm) · Air Volume 500 mL, also apply inside sections · Air Strong extra-strong hold 500 mL (25-30 cm), for updos and technical styles.

Perform & Smooth

Omega 9 + amino acids

Wet Shape water-based wax 100 mL (wet look) · Smoothing Balm silk-effect cream 250 mL, up to 45% more manageable · Liss Control heat-activated spray 150 mL, up to 75% more manageable; finish with a flat iron.

Perform & Curls

Amino acids + AHA

Crunchy Bounce gel mousse 250 mL · Curl Amplifier cream 150 mL · Curl Definer fluid 250 mL (up to 78% more manageable for 8 hours). Apply in sections without combing; air-dry or use a diffuser.

Signature fragrance: citrus, cardamom, eucalyptus; violet and jasmine heart notes; vetiver, agarwood and cedar base notes. Activated by heat, made with essential oils and upcycled ingredients. To replace a Hasty Too product with its Stylego equivalent, contact your representative.

Complete protocol · Egoline salon rituals (2026) Silk Glow, Color Enhance, Full Relax, Detox

Silk Glow · about 35 min

For treated, dry and dull hair.

Silk Oil Shampoo, massage in, rinse.
Customized treatment: mix Silk Oil Conditioner, Nourish Mask or Filler Mask with Silk Oil Treatment in a bowl using the Egoline wooden brush; leave on for 10 min under a towel turban, then rinse.
Seal in shine: apply Silk Blend Oil to the lengths, then blow-dry.

Color Enhance · 3 options

Maintenance: Color Care Shampoo → Color Care Mask for 10 min → Nourish All-in-One Lotion (medium to thick hair) or Hydraday Whipped Cream (medium to fine hair).
Color & Filler (sensitized hair): Color Care Shampoo → Mask for 10 min → leave-in Filler Lotion or Filler Foam.
Color & Silk (dry, dull hair): Color Care Shampoo → Mask + Silk Oil Treatment for 10 min → rinse → Silk Blend Oil before and after blow-drying.

Full Relax · approximately 60 min

Scalp diagnosis: Balancing, Calming, or Detox.
Detox Scrub on dry scalp, exfoliating massage, rinse. Sensitive scalp: Calming or Balancing Pre-Treatment with gua sha, 10 min.
Suitable shampoo, approximately 10 min processing time.
Lengths: Hydraday Conditioner (fine hair), Filler Mask (density) or Nourish Mask (nourishment), 10 min under a turban.
Booster Filler: Lotion or Foam applied with a wooden comb, 5 min.
Drying and styling.

New · ScalpEgo Detox

AvenaBiome Complex (fermented oats + anti-metal chelating agent). Detox Pre-Shampoo (apricot kernel and pumice scrub) 150 mL on dry scalp for 1-2 min, then Detox Shampoo 300/950 mL. Removes cadmium, nickel, aluminum, lead, mercury (laboratory-tested).

2026 clinical results

Energizing: 40% less hair loss at 30 days, 77% less at 60 days (shampoo + lotion). Balancing: 18% less sebum at 30 days. Hydraday: 25% more moisture retention after 7 washes with the Whipped Cream.

The client menu “Choose your ritual” (Silk Glow, Full Relax, Color Enhance) is in the Documents section, ready to print for your salon.

Complete protocol · Fast Color 10' 3 services in 10 minutes

Permanent hair color

On washed, towel-dried hair. Mix 1:1 with Coactivator Cream 20 vol. (gray hair) or 30 vol. (resistant gray hair). Process for 10 min. 100% coverage.

Tone-on-tone

On dry hair, 1:3 with Coactivator 10 vol., 10 min. To refresh mid-lengths, apply during the last 10 minutes of root color processing.

Super Blonde

10/0 at 1:5 with Coactivator 10 vol., up to 10 min: apply to washed, towel-dried hair for toning, or to dry hair for an all-over cool effect.

The 8 series

Naturals, Browns (cool), Ash, Iridescent, Gold, Copper, Reds, Golden Beige. All shades can be mixed together.

Salon FAQ

Ideal clients: short on time, between-service touch-ups, young clients.
Compatible on the same day as a Techno Fruit service (tone-on-tone, gloss, mid-length neutralization).
Bowl and brush application only: the mixture is too viscous for a bottle at the washbasin.
Same technology as Techno Fruit, with balanced pigments that develop in 10 min.

Introductory offer

Get started with Alter Ego at your salon

2026 launch offers: buy color and get oxidizers, boosters, shade charts, tools, and aftercare products free. Online or in-salon training included. Salon prices in CAD before tax, subject to availability.

Techno Fruit · Offer A−31 %

180 Techno Fruit tubes of your choice

2 428,00 $ 3 516,03 $

Free: 2 × Coactivator 5 vol. and 10/20/30/40 vol. oxidative creams, 1 L, 2 × 7 Boosters, 2 Color Transformer, 3 Chromego Color Care shampoo and conditioner, 950 mL, 2 Silver Maintain, 2 Creative Changer, shade charts, bowls, tube squeezer, aprons.

Codes 902206-01 (predetermined) · 90206-01-02 (your choice)

Techno Fruit · Offer B−27 %

90 Techno Fruit tubes of your choice

1 214,10 $ 1 656,41 $

Free: 2 × Coactivator 5 vol. and 10 to 40 vol. developers, 3 Color Care 300 mL, Color Transformer, 7 Boosters, small shade chart, bowl, tube squeezer.

Code 90206-02

Techno Fruit + BlondEgo−34 %

100 tubes + the complete blonde system

1 838,50 $ 2 797,00 $

Purchase: 100 tubes of your choice, 8 Pastel Toners, 2 Pure Diamond Lift, Pure Hi-Lite, Pure Light Cream, Total Blond Activator, Pure Light Oil, Blue Powder, Gentle Protective Lightener, Balayage Clay, Ultra 9, BlondEgo shade chart, brushes. Free: developers, boosters, Color Transformer, shade charts, capes, Chromego and Blonde Maintain.

Code 90206-11

BlondEgo−26 %

BlondEgo Offer

489,50 $ 660,02 $

8 Pastel Toners, 2 Pure Diamond Lift, Pure Hi-Lite, Pure Light Cream, Total Blond Activator, Pure Light Oil, Blue Powder, Gentle Protective Lightener, Balayage Clay, Ultra 9, shade chart, bowls, brushes. Free: Coactivator 5 vol., 10 to 40 vol. developers, Blonde Maintain 950 mL.

Code 902211-01 · online training included

My Color · Offer A−32 %

120 My Color tubes of your choice

1 860,00 $ 2 743,29 $

Free: 3 × 7 Boosters, 2 × Coactivator and 10 to 40 vol. developers, 2 Color Care 950 mL, 2 Silver Maintain, My Color + Booster shade chart, mini shade chart, bowls, silicone brushes, mixers, apron, brochure. Offer B: 72 tubes for $1,116 (value $1,494.11, −25%, code 90205-02).

Codes 90205-01 · 90205-01-02

Egoline · full range−34 %

Egoline Full Line A

1 198,54 $ 1 821,69 $

1 × each of the 42 ScalpEgo, CureEgo and ChromEgo products in 300/200/150 mL sizes and ampoules; free: 15 950 mL sizes. Also: CureEgo A $664.95 ($898.02), ScalpEgo A $617.57 ($806.02), ChromEgo A $449.60 ($588.95).

Codes 902212-01 · 902212-03 · 902212-02 · 902214-04

Passion Color Mask−25 %

24 Passion Color Mask

635,28 $ 844,14 $

Free: 5 tubes of your choice and the Passion Color Mask 2024 shade chart.

Code 902505

Fast Color 10'−22 %

72 Fast Color 10'

1 076,40 $ 1 378,87 $

Free: shade chart, 2 × 10/20/30 vol. developers, 4 Color Care Shampoo 300 mL and Conditioner 200 mL, 4 bowls, 4 carbon combs. Offer B: 36 tubes for $538.20 (value $650.07, −17%, code 902012-02).

Code 902012-01

EgoBond−28 %

EgoBond Offer

430,06 $ 595,02 $

Bond Shampoo 1 L, Bond Booster 250 mL, Bond Setter 500 mL, Bond Locker, Bond Mask, Bond Leave-in, Bond Intense. Free: Bond Shampoo 250 mL, Bond Primer, measuring cup, Bond Lamination Gel, Bond Oil.

Code 902011-02

Hasty Too−30 %

Styling · Offer A

883,60 $ 1 262,72 $

2 × each of the 19 Hasty Too styling products; free: Headged, Spray It On 500 mL, Hi-T Security, Mini Force, carbon comb, long comb, clips. Offer B (1 × each) $441.80 ($596.28); offers C, D, E from $75.45 to $147.25.

Codes 902058-01 to 05

All offers are subject to stock availability. Full details of AE codes are in the PDF “Alter Ego 2026 Launch Offers” (Documents section).

Training path

From discovery to blonde expertise

Level 1 is open to all client salons. Levels 2 and 3 can be booked with your representative or using the form below. Click “Technical sheets” or “Full protocol” to open the details.

01DiscoveryEgoline, Passion Color Mask, Hasty Too · ½ day 02ColoristTechno Fruit and My Color · 1 day 03Blonde expertBlondEgo · 1 day + Italy

Level 1 · Alter Ego Discovery

Online or in salon · ½ day · Open to all client salons

The Beauty & Kindness philosophy, the family map, then three immediately sellable tools: the Egoline diagnosis (scalp, lengths, color), the Passion Color Mask service, and reading Hasty Too's hold, volume, and shine cues.

Module 1.130 min

History and philosophy

Pettenon Cosmetics, 1988, San Martino di Lupari; Beauty, Kindness, Tech, Upcycling; Egoline and Passion Color Mask commitments in numbers.

Egoline and PCM brochures

Technical sheets ↓

Module 1.21 h 30

Egoline: the diagnosis

ScalpEgo (fermented oats), CureEgo (fermented rice water), ChromEgo (Venetian walnut): choose the salon and at-home ritual for 13 need categories.

42 products · 50 to 950 mL

Full protocol ↓

Module 1.31 h

Passion Color Mask

15 vegan shades in three families, 5 services from 3 to 15 min, FAQ (gloves, does not cover gray hair, 3 to 6 washes) and at-home resale.

Direct color treatment

Full protocol ↓

Module 1.445 min

Hasty Too · Urban Proof

22 styling products: read the hold / volume / shine cues, straightening protocol Polishing Crème → Smoothing Balm → Hi-T Security, spray distances.

Styling

Technical sheets ↓

AssessmentQuiz

10 needs, 10 rituals

Match ten customer profiles with the right Egoline ritual and the right Passion Color Mask service.

Online

Introductory offers ↑

Technical sheets · Egoline and Hasty Too ScalpEgo · CureEgo · ChromEgo · styling

ScalpEgo Energizing

Fragile hair, hair loss

Fermented oats + vitamins, amino acids, ginseng, burdock. Shampoo 50/300/950 mL; leave-in revitalizing treatment 12 × 10 mL and 100 mL; Double System Energizing Patch. Clinical study: +41% tensile strength, −45% wash-related hair loss after 6 weeks.

ScalpEgo Densifying · Balancing · Calming

Fine · oily and flaky · sensitive

Densifying: + Chlorella and white lupin, daily thickening spray 150 mL. Balancing: + rosemary, watercress, sage; purifying pre-shampoo 150 mL (5 min); −20% sebum after 28 days. Calming: + Sicilian prickly pear; soothing pre-shampoo 5 min.

CureEgo Hydraday · Silk Oil

Frequent use · frizzy and unruly

Hydraday: fermented rice water + grape vine extract; gel conditioner for 3-5 min (medium to thick hair), Liquid Conditioner with no wait time (fine hair), leave-in Whipped Cream. Silk Oil: + mullein and argan; conditioner for 3-5 min, intensive treatment 12 × 10 mL, leave-in highlighter, oil 50/100 mL.

CureEgo Curly · Filler · Volume

Curly · dehydrated · flat

Curly: organic Italian chestnuts; mask 5-10 min, mousse 175 mL. Filler: hyaluronic acid; mask 5-10 min, lotion 12 × 10 mL (thick hair) or mousse (fine hair). Volume: rose phytokeratin; root spray 150 mL, mousse 200 mL (rinse out on fine hair, leave in on thick hair).

ChromEgo Color Care · Silver Maintain

Color · anti-yellowing

Color Care: Veneto walnut + shea, sunflower; conditioner 3-5 min, mask 5-10 min; preserves shine for up to 7 weeks. Silver Maintain: violet pigment + Chlorella, lupin; shampoo and conditioner 3-5 min, mousse 1-3 min (platinum) to 3-5 min (golden). Wear gloves.

ChromEgo Anti-Red · Anti-Orange

Tones 3-4-5 · tones 5-6-7

Organic grape skins, Sicilian lemons, Trentino apples, wheat bran; intense green pigment (Anti-Red) or intense blue pigment (Anti-Orange). Shampoo 50/300/950 mL, conditioner 3-5 min. Wear gloves.

EgoBond

Bond protection

Bond Shampoo, Booster, Setter, Locker, Mask, Leave-in, Intense, Primer, Lamination Gel, Oil. Add to Gentle Protective Lightener to increase bond protection during bleaching.

Hasty Too · the ratings

Hold / Volume / Shine (1 to 3)

Headged 2/3/2 · Vo-Lux-Ious Mousse 2/3/2 · Vo-Lux-Ious Hairspray 2/3/3 · Volume Primer 1/3/3 · Sculptex Gel 3/2/3 · Light Imprint 2/2/3 · Ocean Mist 1/3/1 · Spray It On 3/2/2 · All-In-One extra shine · matte Volumizing Powder.

Hasty Too · properties and directions

Styling prep and protection

Polishing Crème (Polyquaternium-16, anti-frizz, styling prep without hold); Curls Amplifier on damp hair; Volume Spray from roots to ends; Hi-T Security on damp hair before blow-drying or on each section before using a flat iron; Volume Primer 3-5 pumps on towel-dried hair; hairsprays at 20-30 cm, Vo-Lux-Ious at 10 cm on semi-dry hair.

Complete protocol · Egoline salon and home rituals

ScalpEgo

Energizing — salon: Energizing Shampoo → revitalizing treatment on the scalp, massage, leave in. Intensive treatment: every other day for 1 month; prevention: twice a week for 2 months. Home: 2 “Concentrated Formula Plus” patches per day for the first week, then 2 “Maintenance” patches per day for 4 weeks, for 6 to 12 h, on a clean, dry area.
Densifying — shampoo → daily leave-in thickening spray.
Balancing — purifying pre-shampoo treatment 5 min, rinse → Balancing Shampoo.
Calming — soothing pre-shampoo treatment 5 min, massage gently, rinse → Calming Shampoo.

CureEgo and ChromEgo

Hydraday — shampoo → conditioner 3-5 min (thick hair) or Liquid Conditioner (fine hair) → Whipped Cream on towel-dried hair.
Silk Oil — shampoo → conditioner → intensive treatment 3-5 min → leave-in shine treatment → oil before or after blow-drying.
Curly — shampoo → mask 5-10 min → mousse. Filler — shampoo → mask 5-10 min → lotion or mousse. Volume — shampoo → mousse → root spray.
Color Care — shampoo → conditioner 3-5 min or mask 5-10 min. Silver Maintain — shampoo 3-5 min → conditioner 3-5 min or mousse. Anti-Red / Anti-Orange — shampoo → conditioner 3-5 min. Wear gloves when using all pigmented products.

Complete protocol · Passion Color Mask, 5 services

Wash with the appropriate Alter Ego shampoo, towel-dry and put on gloves. Distribute evenly through the lengths and ends, starting ½ cm from the scalp, using a wide-tooth comb. Leave on according to the service, then rinse thoroughly. No developer, no lightening or coverage power (Intense Black camouflages gray hair). Lasts 3 to 6 washes.

Service	Target	Mix	Processing time
Refresh	Colored hair (salon or at home)	Pure shade	3-5 min
Light Up	Natural hair	Pure shade	15 min
Radiant	Lightened or bleached, level 8-10 base	Radiant family	3-5 min
Strong Effect	Lightened or bleached	Bold family	5-15 min
Pastel Effect	Lightened or bleached	Shade + Nude	5-15 min

15 shades — Foundation: Nude. Naturals: Intense Black, Spicy Chocolate, Hot Moka, Copper Sunset. Radiant: Vanilla Sky, Summer Sand, Pink Pearl, Silver Shimmer. Bold: Orange Juice, Cherry Berry, Fucsia Bubble, Ultra Violet, Electric Blue, Magic Teal. Active ingredients: Chlorella vulgaris, white lupin, recycled orange peel pseudo-proteins; more than 96% naturally derived.

Signature blends (to be checked against the brochure): Strawberry Lollipop 25 g Nude + 5 g Fucsia Bubble · New Moon 25 g Silver Shimmer + 5 g Intense Black · Red Velvet 10 g Nude + 10 g Cherry Berry + 10 g Ultra Violet · Viva Magenta 25 g Silver Shimmer + 5 g Ultra Violet · Midnight Sky 5 g Electric Blue + 5 g Ultra Violet + 20 g Nude.

Level 2 · Alter Ego Colorist

In salon · 1 day · By reservation

Techno Fruit numbering system and color wheel, developer and processing time chart, gray hair formulation, then My Color ammonia-free: when to choose one or the other, and how to maintain color with ChromEgo.

Module 2.11 h

Numbering system and color wheel

Level / primary and secondary reflect (7/43 = golden copper blonde). Reflects 0 to 8 and their underlying color; reading the 2024 color wheel.

Techno Fruit chart and color wheel

Technical sheets ↓

Module 2.22 h

Techno Fruit Color

Keratin Delivery System, Garcinia mangostana free-radical protection; 10 to 40 vol. developers for 25 to 50 min; gray hair: 25 g natural + 25 g fashion.

Permanent hair color

Full protocol ↓

Module 2.31 h 30

My Color ammonia-free

Ammonia- and PPD-free, hyaluronic acid, 100% coverage, up to 4 levels of lift; 1:1.5 mixing ratio (SS 1:2), 5 to 40 vol. developers

Gentle permanent hair color

Technical sheets ↓

Module 2.41 h

Matching

Techno Fruit ↔ My Color ↔ Passion Color Mask: achieve a neutral brown, copper, sand or pearlescent shade with each system.

Shade charts

Technical sheets ↓

Practical guideHighlights

Workshop

Tone-on-tone at 10 vol., lightening by +2 levels at 30 vol., refresh with Passion Color Mask; aftercare with Color Care, Anti-Red, Anti-Orange, Silver Maintain.

Assessment

Introductory offers ↑

Technical sheets · Techno Fruit, My Color and shade matches

Techno Fruit Color

Permanent color cream · Keratin Delivery System

Three guarantees: long-lasting color (keratin and proteins that fix micropigments at the core of the hair fiber), shine (a film of nourishing oils), anti-aging action (Garcinia mangostana against free radicals). All shades can be mixed together. Developer: Coactivator Cream 10 to 40 vol.; 4-level super-lightening series.

White hair: > 50%: 25 g natural base + 25 g fashion shade

Developers and processing times · Techno Fruit

“Mixing ratios” chart

Developer	Result	Processing time
10 vol. · 3%	Coverage, tone-on-tone, darkening	25-30 min
20 vol. · 6%	Coverage + 1 level	30-35 min
30 vol. · 9%	Coverage + 2 levels	35-40 min
40 vol. · 12%	Coverage + 3 levels	40-45 min
40 vol. + super lightener	4 levels	45-50 min

My Color

Permanent Cosmetic Color Technology · ammonia-free, PPD-free

Covers 100% of white hair, lightens up to 4 levels, true to the shade chart. Plumping hyaluronic acid, a hygroscopic active ingredient rich in proteins (anti-aging), ECOCERT-certified antioxidant and anti-frizz ingredient. Series /0 /1 /10 /3 /31 /34 /4 /43 /46 /5 /6 /7 /73 /2 /23 + XR, SS, Booster.

Mix: 1:1.5 with Coactivator Cream · SS 1:2
Developers: 5, 10, 20, 30, 40 vol.
White hair: > 50%: 25 g Natural + 25 g Fashion
Aftercare: Color Care (7 weeks), Silver Maintain

Reflect numbering

Techno Fruit

No.	Reflect	Base
0	Natural	Warm
00	Intense natural	Neutral
1	Ash	Blue
2	Iridescent / violet	Violet
3	Golden	Yellow
4	Copper	Orange
5	Mahogany	Red-violet
6	Red	Red
7	Brown	Orange-blue
8	Matte	Green

Techno Fruit ↔ My Color matches

Result → series (to be validated)

Copper brown (5-7) /4 /43 · Warm brown (4-6) /0 /7 /32 → /0 /3 /7 · Neutral brown (3-6) /00 /1 /72 /71 → /1 /7 /23 · Copper (6-7) /4 /43 /44 /34 · Red copper /46 /6 · Extra Red dark red /626 /666 /551 /656 → /664 · Violet /20 /22 → /2 · Sand (7-11) /2 /31 /32 → /23 · Peach /04 /0 /31 → /4 · Golden /3 · Blue black /0 /10.

Passion Color Mask ↔ shade chart

To refresh an oxidative color

Intense Black → /0 dark shades · Spicy Chocolate → /71 /72 /17 · Hot Moka → /7 /73 · Copper Sunset → /4 /43 · Vanilla Sky → /3 · Summer Sand → /32 /23 · Pink Pearl → /31 /17 · Silver Shimmer → /1 /11 · Cherry Berry → /6 /666 · Fucsia Bubble → /26 · Ultra Violet → /22.

Complete protocol · Techno Fruit and My Color hair color

Coverage and lightening · Techno Fruit

Diagnosis: natural level, white-hair percentage, desired result (tone-on-tone, +1, +2, +3 or +4 levels).
Choose the developer: 10 vol. tone-on-tone or darkening; 20 vol. +1 level; 30 vol. +2 levels; 40 vol. +3 levels; 40 vol. + high-lift shade +4 levels.
If gray hair > 50%: 25 g natural (or deep natural) base + 25 g fashion shade.
Mix with Coactivator Cream (My Color standard ratio 1:1.5), apply.
Processing time: 25-30 / 30-35 / 35-40 / 40-45 / 45-50 min, depending on the developer.
Rinse; use Color Care shampoo, then conditioner or mask.

Gentle tone-on-tone · My Color

5 vol. (1.5%) or 10 vol. (3%) developer for coverage, darkening or toning; up to 40 vol. for lightening.
Mix 1:1.5; SS high-lift shades 1:2.
Apply; processing time according to the training.
Maintenance: Color Care (shine for up to 7 weeks), Silver Maintain 1-2 times a week on blonde hair.

The exact Techno Fruit ratio and My Color processing time are not included in the current brochures; they are confirmed during training.

Level 3 · BlondEgo Blonde Expert

In-salon · 1 day · By reservation · pathway to Italy

Choose the right lightener from six options, master 1:2 and 1:3 ratios, processing times of 30 to 60 min, Osmo Protector and EgoBond technology, then tone with Pure Toner, Pastel Toner and Pure Toner No Lift. Bronze, Silver and Gold clients can continue with international training at the San Martino di Lupari Academy.

Module 3.12 h

Choosing your lightener

Balayage Clay (freehand, 7 levels), Ultra 9 (up to 9 levels), Gentle Protective Lightener (Osmo Protector, over-processed hair), Pure Light Blue Powder, Pure Light Cream + Total Blonde Activator, Pure Light Oil.

Ultra Comfort

Technical sheets ↓

Module 3.21 h

Color-treated hair and roots

Pure Hi-Lite (3 levels on color-treated hair, 1:2, 30-50 min) and Pure Diamond Lift (5 shades, root touch-up 1:2, 50 min) with the technical trick for roots vs. lengths.

Ultra Pure

Technical sheets ↓

Module 3.31 h 30

Toning

Pure Toner White, Platinum, Caramel, Dusty Pink (1:2, 10 vol., 5-20 min); Pastel Toner on levels 7-10; Pure Toner No Lift /0 /1 /02 /32 on levels 9-10.

Ammonia-free

Full protocol ↓

Module 3.445 min

Blonde maintenance

Blonde Maintain Shampoo (AEI 9483), Silver Maintain, Silk Oil or Filler treatment after bleaching.

Ultra Care

Technical sheets ↑

Bridge courseItaly

2026 International Training

October 2 to 7, 2026: 2 days at the Alter Ego Academy (San Martino di Lupari), Roma Hotel in Castelfranco, vineyard tour. $1,800, free for Gold clients (minimum purchase of $5,000 from April 1 to July 31).

Limited availability

View the program ↗

Technical sheets · The BlondEgo system 13 products · Ultra Pure, Ultra Comfort, Ultra Care

Product	Type	Lift	Mix	Processing time
Gentle Protective Lightener	Powder with violet micro-pigments, Osmo Protector (patent pending), + EgoBond optional	up to 7 tones	1:2 · Coactivator 10/20/30/40 vol.	40 min
Balayage Clay Lightener	Compact kaolin powder, no paper, Pro-Light System	up to 7 levels	1:2 · 10/20/30/40 vol. · dry hair	max 45 min
Ultra 9 Lightener	Dust-free gray powder, high neutralization	5 levels in 30 min · 9 levels in 60 min	1:2 intense · 1:3 medium · 10/20/30 vol.	max 60 min
Pure Light Blue Powder 500 g	Compact blue powder, all techniques and color removal	up to 7 levels	with Coactivator Cream	45 min
Pure Light Cream 500 g	Cosmetic lightening cream, Inca oil, Active Shine	up to 7 tones	1:1.5 freehand · 1:2 with foils · full head with Total Blonde Activator	max 45 min
Total Blonde Activator 500 mL	Full-head cream activator, hyaluronic acid	—	with Pure Light Cream	45 min
Pure Light Oil 500 mL	Lightening oil, regrowth and sun-kissed effects	up to 4 levels	1:2 · 10/20/30/40 vol. · non-metallic bowl	max 50 min
Pure Hi-Lite 150 mL	Lightening cream for colored hair, levels 4 and up	up to 3 levels	1 tube + 300 mL Coactivator 20/30/40 vol.	30-50 min
Pure Diamond Lift	Cream high-lift shades HL.0 · HL.1 · HL.2 · HL.91 · HL.7	up to 5 levels	1:2 (root touch-up)	50 min
Pure Toner	Ammonia-free toning cream: White, Platinum, Caramel, Dusty Pink	gradual	1:2 · Coactivator 10 vol.	5-20 min
Pastel Toner	Semi-permanent: Milky Mint, Pink Pop, Cappuccino, Pastel Lilac, Denim Mauve, Dusty Copper · levels 7-10 · 6-8 washes	none	1:2 · 10 vol.	5-20 min
Pure Toner No Lift (2025)	Non-lifting toning cream /0 (level 10), /1, /02, /32 (levels 9-10)	none	depending on training	depending on training
Blonde Maintain Shampoo 950 mL	Anti-yellowing shampoo · AEI 9483	—	—	a few minutes

Osmo Protector / Deco-Cuddle Professional: maintains keratin's osmotic balance and protects sulfur bonds during lightening. Assess the hair's condition before any Ultra 9 service; the lightening cream must not be applied to the skin.

Complete Protocol · BlondEgo Lightening and Toning

Lightening

Assess the condition and health of the hair.
Choose: Balayage Clay (freehand), Ultra 9 (intense or precision), Gentle Protective Lightener (over-processed hair, + EgoBond), Blue Powder (all techniques), Pure Light Cream + Total Blonde Activator (full head), Pure Light Oil (regrowth).
Mix: 1:2 (Clay, GPL, Blue Powder); Ultra 9 1:2 for intense or 1:3 for medium; Pure Light Cream 1:1.5 freehand or 1:2 with foils. Coactivator 10 to 40 vol. (Ultra 9: 10 to 30).
Apply to dry hair (unwashed for Pure Light Cream).
GPL 40 min; Clay, Blue Powder, Pure Light Cream 45 min max; Ultra 9 30 to 60 min max.
Rinse thoroughly, use Blonde Maintain Shampoo and Silk Oil or Filler treatment.

Toning

Bleached or lightened hair, washed and towel-dried.
Choose: Pure Toner White (yellow → pale blonde), Platinum (yellow-orange → ash blonde), Caramel (enhances warm tones), Dusty Pink; a Pastel Toner (levels 7-10); or Pure Toner No Lift (levels 9-10).
Mix 1:2 with Coactivator Cream 10 vol.
5 to 20 minutes, monitor visually, never exceed 20 min.
Lather and rinse with warm water until the water runs clear.
Color Care shampoo followed by conditioner; at home: Blonde Maintain or Silver Maintain 1-2 times a week.

Pure Diamond Lift technical tip: after regrowth, do not apply the same mixture to the lengths; tone the lengths with the appropriate Pure Toner.

For your salon

Marketing toolkit

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