S2 host Italian hair brand launch event
Hairstylists were invited to Sweet Squared's head office in Leeds for the launch of salon exclusive hair brand Alter Ego Italy (AEI).
Alter Ego is a premium colour and care brand offering a range of products to the hair professional from colours, to styling and finishing products.
AEI Brand Ambassadors Pete Burkill and Issie Churcher were on hand for the event, along with Sweet Squared Technical Hair Chief, Emily Schofield. Attendees were treated to a video presentation of the SS18 Collection and live demonstrations. Pete and Issie created six SS18 looks ranging from ethereal pastel pink locks to commercial brunette waves, appealing to both the fashion-focused and salon-friendly hairdresser.
This year marks the brand's 30th Anniversary, and AEI's SS18 Collection, created by Leonardo Rizzo, Sanrizz-International Creative Director for Alter Ego Italy, channels the desire to recreate adventures and reinvent oneself with an urban twist.
April also saw the inaugural hairdressing course take place at Sweet Squared's head office. Fundamental Colour and Fundamental Hair Up among the first classes delivered by Emily Schofield and Pete Burkill respectively. AEI Education at Sweet Squared is only available to qualified hairdressers.