New York, NY (April 1, 2012)-- In celebration of Earth Day on April 22, 2012 and beyond, consumers nationwide can help restore the critically endangered Atlantic Forest in Brazil by purchasing a limited edition Phytopolleine. Beginning April 1, 2012, this 100% essential oil scalp treatment will be launched by renowned botanical hair care brand PHYTO and will support The Nature Conservancy’s “Plant a Billion Trees” campaign.
The limited edition Phytopolleine universal scalp elixir, which retails for $32.00 (US), will be sold in a reusable and recyclable pouch. Available in more than 750 salons throughout the US, PHYTO will contribute $2.00 (US) to The Nature Conservancy for reforestation efforts in the Atlantic Forest by planting and restoring two trees. Additionally, PHYTO’s nationwide professional salon network will offer special in-salon treatment days to boost fundraising efforts throughout the remainder of 2012. Each treatment day will consist of complimentary hair and scalp analysis and hair and scalp treatments given by top PHYTO experts and stylists.
To kick-off this initiative, PHYTO and The Nature Conservancy will host a fundraising cocktail party on Tuesday, April 17, 2012 at Phyto Universe, Phyto’s flagship location in Manhattan. The spa, located at 715 Lexington Avenue, features a 3,000 square foot wall of live plants encompassing the philosophy of both PHYTO and The Nature Conservancy. From 6-9pm, top NYC hair stylists will offer clients and consumers $20.00 (US) blowouts, complimentary hair and scalp analysis, special discounts and more.
Centuries ago, the Atlantic Forest covered nearly 330 million acres, an area roughly the size of the eastern seaboard of the United States. Today only 7 percent remains, much of which is in isolated fragments. Home to 130 million people, the Atlantic Forest has taken heavy hits from urban expansion, coastal and industrial development, agriculture, ranching and illegal logging. Despite the forest’s diminished state, 70 percent of Brazil’s population relies on it for its drinking water.
The Nature Conservancy and a team of local, international, public and private partners have launched this ambitious campaign to plant a billion trees by 2015. To accomplish this, they will:
- Reforest degraded lands by planting one billion native trees
- Create forest corridors to protect, connect and buffer forested areas
- Establish and strengthen private and public protected areas
- Promote legal incentives and conservation easements to secure protection of privately owned lands
- Provide technical assistance for private landowners reforesting their lands
- Restore or preserve 30 million acres of rainforest by 2015
The eco-friendly Phytopolleine, a 100% essential oil scalp treatment, is .84 ounces and packs in 4lbs of plants.
What it does: This formula harnesses the natural powers of rosemary, sage, cypress, eucalyptus, and lemon to instantly purify the scalp and catalyze microcirculation. It is recommended for those suffering from an unbalanced scalp whether it is dry, oily, itchy, or irritated. A fortifying boost sensitive, weak, anemic hair, it serves as an ideal preparation for thinning hair treatments such as Phytocyane and Phytoaxil®.
What it is formulated WITHOUT: Parabens- Sulfates- Synthetic Fragrances- Synthetic Dyes- Petrochemicals- Phthalates
“Preserving nature’s ecosystem and the plant world is at the heart of PHYTO’s philosophy and now there is no better time for us to look forward and take action,” shares Raphael Yousri president and CEO, Alès Group, USA, PHYTO’s parent company.
”The Nature Conservancy has made significant progress in restoring Brazil's Atlantic Forest, one of the most endangered and biologically diverse forests in the world, and we are happy to have PHYTO’s support,” states Geof Rochester, chief marketing officer of The Nature Conservancy.
PHYTO (fee-toe) is a leader in botanical hair care treatments for all hair types. Created by Parisian stylist Patrick Alès in 1967, PHYTO formulas boast extremely high concentrations of active botanical extracts with clinically proven results. Phyto is manufactured and distributed by Alès Group, USA, a subsidiary of Alès Groupe, a family-owned 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. Follow on twitter at www.twitter.com/phytohaircare
About The Nature Conservancy
The Nature Conservancy is a leading conservation organization working around the world to protect the ecologically important lands and waters on which all life depends. The Nature Conservancy has protected more than 119 million acres of land and 5,000 miles of rivers worldwide, and operates over 100 marine conservation projects globally. Visit www.nature.org to learn more.
The Nature Conservancy: Nicole Levins, 703.841.5389/ firstname.lastname@example.org