In a step that is set to revolutionize the regional beauty industry, Alter Ego Italy – the world-renowned professional hair care brand, is now available in the UAE. The new products were unveiled at a special ceremony held at Grand Hyatt yesterday, which was attended by top officials from Alter Ego Italy and Nazih Group.
Brought to the region by Nazih Group, the pioneer marketer and distributor of professional salon products and equipment in MENA region, Alter Ego Italy guarantees a comprehensive range of hair care products designed to meet the discerning needs of the regional clientele.
Mr. Nazih Hamad, the Managing Director of Nazih Group, said: “Alter Ego Italy is a salon exclusive brand – both in product as well as belief. Science and nature are integral part of Alter Ego Italy, and this region has a strong penchant for natural products. We are happy to be working closely with such a brand in the region. This launch is a very important breakthrough in hair care and hair coloring industry across UAE and Gulf, which further consolidates the reputation of Nazih Group in the personal care segment.”
Talking at the launch, Nicoletta Peruzzo from Alter Ego Italy, said: “Alter Ego Italy’s global reputation, backed by our 25 years of experience and specialised expertise in hair care and the latest hair coloring technology is well known. We are excited to be in the region, and offer our world-class products and our professional skills to our clients in the UAE and Gulf. We are also happy to be working closely with a leading group such as Nazih in this amazing growth journey.”
The event also witnessed the launch of Nazih Artistic Team (NAT) which is an educational program for professional hairdressers that consists of 4 of the best hairdressers in the UAE: Ali Hamade, Khaled Bu Kamel, Rafi Moukardij and Hadi Moujir.
Nazih Group is the exclusive distributor for over 50 brands in MENA region. A pioneer in the Middle East, Nazih Group is in existence for more than 35 years, and present in 16 countries across the MENA region and Canada.