Alter Ego Italy has launched three new shades of cool brown colour, and the new Graphite Ash collection offers brunettes a “super chic update to their colour for 2020”.

The new sophisticated tones each have “a rich touch of luxury with intense and distinctive cooler brown shades”. As with all Alter Ego Technofruit colours these shades offer nourishing properties, are cruelty and PPD free and are formulated with tiny micro pigments “to provide maximum colour hold and an exceptionally glossy finish”.

Emma Taylor, AEI education manager, commented: “Icy brown tones are really in demand from customers right now, but they can be difficult to achieve especially when working on hair with red or orange tones. Graphite Ash makes this look easy with three colour options that perfectly neutralize the natural tones during your colour service. And by changing your developer you can create a tone on tone, semi or permanent finish for your clients.”

Each tube of Technofruit colour in the Graphite Ash collection comes in Alter Ego’s 100ml colour tubes. The mixing ratio is for each 100ml tube is 1-1.5, so salons get 150g of colour from one tube.