PHYTO Hair Care Introduces PHYTO professional

A Salon Exclusive Styling Line

Jan 20, 2010, 11:09 ET from PHYTO

NEW YORK, Jan. 20 /PRNewswire/ -- PHYTO, the experts in botanical hair care, introduces PHYTO professional - eight powerful plant-infused formulas to inspire multi-dimensional styles while respecting the hair's integrity.  PHYTO professional harnesses a proprietary blend of high-tech plant actives to sculpt, shape, lift and impart shine to all styles.

(Photo:  http://www.newscom.com/cgi-bin/prnh/20100120/NY40422 )

The PHYTO professional haute-performance styling range will replace the existing PHYTO Pro line and will be available exclusively in fine salons in the U.S. and Canada January 2010.

"As we streamline our selective U.S. distribution and focus on PHYTO's luxury salon division, we were looking to integrate Mr. Ales' passion for plants with his hair styling roots and adapt it for the modern stylist.  We're excited to offer PHYTO Professional exclusively to salons, as we continue to strengthen our presence in the professional arena, create a community and inspire their artistry," shares Raphael Yousri, President of Ales Group, USA.

The PHYTO professional product line-up features sleek, new packaging for: Glossing Cream, Intense Volume Mousse, Workable Holding Spray, Shine Defining Wax, Texturizing Paste, Fiber Paste, Wet Gel and Strong Sculpting Gel.  

KEY INGREDIENT

PHYTO's researchers and botanical scientists tap into the power of plants, calling upon nature's best-kept secrets to create new formulas for visible results.

  • PHYTO's acacia collagen, has been incorporated into the new formulas. Acacia collagen contains oligosaccharides to hydrate and protect hair from external stresses (heat styling, mechanical tools, environmental factors) while smoothing the hair cuticle.

Julie Royer, PHYTO Marketing Manager adds, "This range is for the eco-conscious, hip stylist and consumer alike who sees that fashion and beauty, combined with the finest plant research and ingredients is the ultimate indulgence."

PHYTO professional Product Line-Up:

Glossing Cream

What is it? Ideal for all hair types, this non-greasy leave-in contains calendula to soften, rice bran oil rich in vitamin E to hydrate and revitalize, and a natural UV filter to protect hair and prevent color from fading.  With each use, hair becomes more manageable while eliminating static and frizz.

  • Hero Ingredients: Acacia collagen, mallow extract, calendula, rice bran oil, apricot kernel oil, vitamin E, myrrh. Paraben free.
  • Directions: Place a small amount into palms of hands & distribute throughout dry/damp hair. Style.
  • Suggested Retail Price: $24, 100ml tube

Shine Defining Wax

What is it? Sculpt deconstructed definition and moveable separation with this malleable shine wax.  Formulated with acacia collagen to hydrate and soften combined with candelilla wax, product glides through hair easily without greasy residue.  Just a little goes a long way to add structure, shape and shine to all hair types.

  • Hero Ingredients: Acacia collagen, candelilla wax, castor oil, vitamin E.  Paraben free.
  • Directions:  Rub a small amount of wax between the palms of the hands. Use on dry hair to create separation and definition.
  • Suggested Retail Price: $24, 75ml jar

Fiber Paste

What is it? This elastic fiber paste with acacia collagen provides the structure and control of a strong gel, with the pliability of a wax.  Its unique web effect helps define and instantly shape a wide variety of styles without weighing hair down.

  • Hero Ingredients: Acacia collagen. Paraben free.
  • Directions: Apply to dry hair. Take a small amount of paste and smooth it between the palms of the hands, moving hands apart several times to create a "web" effect. For a structured look, sculpt hair using fingers, flatten, and fix.
  • Suggested Retail Price: $24, 75ml jar

Matte Texturizing Paste

What is it? Achieve that tousled, "morning-after" look with matte texturizing paste.  The synergy of acacia collagen and beeswax hydrates and softens while providing flexible control.  Even when hair is clean, this paste will add a bit of texture and a mattified, sexy shine.

  • Hero Ingredients: Acacia collagen, beeswax, caramel. Paraben free.
  • Directions: Warm paste in palms and apply to dry hair with fingertips. Evenly distribute throughout hair.
  • Suggested Retail Price: $24, 75ml tube

Strong Sculpting Gel

What is it?  An ultra-strong gel infused with a potent combination of ginseng extract, known for its stimulating properties, vitamins B, C and oligo-elements to revitalize. Also contains a UV filter to protect.

  • Hero Ingredients: Acacia collagen, castor oil, vitamins B, C, sunflower extract (natural UV filter) ginseng root extract, myrrh.  Paraben free.
  • Directions: Work gel through damp or dry hair with either a wide-tooth comb or fingers, distributing from roots to ends. To create ultra-sculpted styles, apply to selected sections using fingertips.
  • Suggested Retail Price: $24, 150ml tube

Wet Gel

What is it?  Sculpt a sleek "out-of-the shower" style with this medium-hold water infused gel.  Formulated with acacia collagen to hydrate and soften, its non-sticky texture keeps hair under control without looking greasy.  Hair will be glistening with a lasting wet effect all day long.

  • Hero Ingredients: Acacia collagen, rosemary leaf extract. Paraben free.
  • Directions:  Apply through damp hair from roots to ends.
  • Suggested Retail Price: $24, 150ml tube

Workable Holding Spray

What is it?  This functional, brushable hairspray provides an instant natural-looking hold.  The lightweight formula's key ingredient is myrrh, a natural resin known for its holding power and shine.  

  • Hero Ingredients: Acacia collagen, ginseng root extract, myrrh. Paraben free.
  • Directions:  Spray onto dry hair approximately 12 inches away. To finish, spray evenly one section at a time for definition.  Let the product dry slightly before applying heat.  Add as many layers as needed to achieve desired look. Repeat as needed for additional hold.
  • Suggested Retail Price: $22, 300ml aluminum/spray

Intense Volume Mousse

What is it?  The lightweight volume mousse designed to inject body, bounce and shine into fine to medium hair textures.  Contains antioxidant botanicals and mallow extract to hydrate and soften hair, while natural UV filter protects.

  • Hero Ingredients: Acacia collagen, Mallow extract, Sunflower extract (natural UV filter), Ginseng root extract, myrrh. Paraben free.
  • Directions:  Shake well. Dispense a golf-ball size amount into hand, (one pump for short hair and two for long hair.) Use a wide-tooth comb or fingers to distribute evenly throughout damp hair, massaging from root to tip ensuring that the mousse fully penetrates the hair.  To finish, blow-dry, and apply heat to roots for instant lift.  For extra volume, flip hair forward and blow-dry hair upside down, lifting from the roots.
  • Suggested Retail Price: $22, 300ml aluminum/pump.

About PHYTO

PHYTO (fee-toe) is a leader in botanical hair care treatments for all hair types.  Created by Parisian stylist Patrick Ales in 1967, PHYTO formulas boast extremely high concentrations of active botanical extracts with clinically proven results.  PHYTO is manufactured and distributed by Ales Group, USA, a subsidiary of Ales Groupe, a family-owned business located in Bezons, France. PHYTO does not test on animals. Please recycle.  For more information, please contact 1.800.55.PHYTO or visit www.phyto-usa.com.  twitter: @phytohaircare

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