With Leonardo Rizzo’s appointment as its new Creative Director, Alter Ego Italy inaugurates a new phase of its stylistic journey. International vision, authenticity and innovation combine to strengthen the brand’s identity as it looks to the future of professional hairstyling.
Alter Ego Italy, the professional hair care under the Pettenon Cosmetics S.p.A. SB group, has welcomed Leonardo Rizzo as its new Creative Director. With extensive industry experience and a modern creative outlook, Rizzo will lead the brand’s stylistic transformation, aiming to reinforce its identity while defining a renewed visual direction.
An international talent
Well-known on the international stage, Rizzo brings to the role a mastery of haircutting, a strong dedication to professional education, and an avant-garde approach to creativity. His artistic perspective, rooted in innovation and meaningful human connection, resonates deeply with the path of evolution that Alter Ego Italy is currently pursuing.
Rizzo’s broad international background, coupled with his appreciation for contemporary aesthetics and the essence of Made in Italy, supports Alter Ego Italy’s core mission: to express an authentic, iconic form of beauty that celebrates individuality and accompanies people through all stages of life.
New Collections, Training, and Digital Identity
In his position as Creative Director, Rizzo will work closely with the brand to shape upcoming collections and guide the image of Alter Ego Italy. His role also includes transforming the brand’s new aesthetic language into educational content for its global hairstylist community and delivering specialized masterclasses for key clients. Moreover, he will serve as the visual and storytelling voice of the brand’s stylistic evolution, sharing its milestones across major digital platforms.
Rizzo’s Reflections: A Shared Vision
“It is a source of pride and a great honor for me to embark on this exciting opportunity as Creative Director of Alter Ego Italy, a brand whose heritage is deeply rooted in contemporary beauty and the authenticity of Made in Italy. Alter Ego Italy embodies the elegance and vitality of Italian style around the world—a brand whose values and vision I fully share: to inspire the industry by blending art, innovation, and human connection in everything I do” commented Leonardo Rizzo, the new Creative Director of Alter Ego Italy. “It’s a joy to contribute to this new beginning for the brand and to open a exciting chapter together, alongside a passionate and motivated team united by the spirit of collaboration that inspires us every day.”
Strategic Alignment and Future Outlook
“This partnership represents a pivotal step in Alter Ego Italy’s relaunch,” commented Elena Colombo, Head of Marketing at Pettenon Cosmetics Group. “Leonardo’s vision aligns perfectly with the new codes of contemporaneity and iconicity we aim to adopt. We’re already working on several upcoming events that reflect this renewed direction. His distinctive, authentic approach will give voice to the brand’s evolution across global markets.”
A New Era Rooted in Excellence
Leonardo Rizzo’s appointment marks a significant transition for Alter Ego Italy, underlining the company’s enduring commitment to excellence, innovation, and authenticity.
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