PHYTO RUNWAY REPORT

MERCEDES BENZ FASHION WEEK FALL 2011

New York, NY- PHYTO, the experts in botanical hair care, partnered with fashion-forward stylists Nelson Vercher of the Rita Hazan Salon, Sean James of Fred Segal Salon and Bob Recine for Mercedes-Benz Fall 2011 New York Fashion Week. PHYTO products added dimension and shine to the collections of Costello Tagliapietra, Mik Cire, and Victoria Bartlett's VPL.

Costello Tagliapietra
Key Hairstylist: Nelson Vercher for Rita Hazan Salon
Inspiration: Suburban housewives of the late 60's/early 70's who were just starting to enjoy their independence. Teasing was starting to go out of style, but women were unwilling to let it go completely - the look is in-between eras; the teased bouffant is tame, semi-disheveled. This look is special because it celebrates the modern woman who typically wears her hair flat and straight - but instead Nelson made it fuller and fluffier, which is unique.
Step by step:
1. Prep hair with Phytovolume Actif and Phyto Intense Volume Mousse applied to the roots for volume and height.
2. Rough-dry the hair, focusing on the roots for maximum volume.
3. Separate strands into pin curls, allowing to set for at least 20 minutes.
4. Take out pins and tease hair generously at the roots.
5. Use a jumbo-barrel curling iron to fill out hair with loose waves.
6. Smooth the look with a hairbrush.

Mik Cire
Key Hairstylist: Sean James for PHYTO
Inspiration: The streets of NYC and Sundance Film Festival in Park city, UT: the messy but trendy look of the urban guy with a great cut after he takes off his beanie or skullcap.
Step by step:
1. Mix Phyto Professional Fiber Paste and Phyto Professional Shine Defining Wax and work through hair for hold and shine - use fingertips, not a brush, for a "controlled undone" look.
2. Finish with a light spray of Phyto Professional Workable Holding Spray.
3. For shorter hair, finish with Phyto Professional Strong Sculpting Gel to set the hair.

VPL
Key Hairstylist: Bob Recine for PHYTO
Inspiration: The graphic lines of Victoria Bartlett's VPL Collection; the profile is two ponytails criss-crossing each other.
Step by step:
7. Prep the hair with Phytolaque Soie Spray, focusing on the nape of the neck to achieve a tight and smooth neckline.
8. Make a first section with a center part, and a second section as a radius from ear to ear, at the axis of the crown. The key to this look is to get the two ponytails to create an X, so this section is diagonal.
9. Keep a tiny diamond-shaped anchor disconnected at the front. This trick will keep the ponytail tight at the end. The anchor is positioned two fingers from the front hairline.
10. Ponytail 1: pull the first ponytail from the front to the back. Spray Phyto Professional Workable Holding Spray to your brush, and brush both sides of the hair to the crown of the head. Hairspray on the brush keeps the lines clean, and achieves just the right dose of spray. Place the elastic deeply at the root for a tight ponytail. To accentuate the tightness, apply Phyto Professional Workable Holding Spray to the sides and comb hair to smooth and sculpt the lines cleanly.
11. Ponytail 2: pull ponytail from the back to the front. After dividing at the neck with a center parting, direct the hair from the nape to the front of the head and secure the ponytail with the little anchor that was disconnected at the beginning. This little anchor helps prevent the ponytail to sag.
12. Twist the free section of hair on top in a figure-8 formation. Use bobby pins to secure the formation and any loose ends.
13. Finish with a pea-size amount of Phyto 7 on dark hair and Phyto 9 on light hair to hold down and soften the flyaways around the perimeter.

About PHYTO
PHYTO (fee-toe) has been a leader in creating botanical hair care treatments for all hair types since 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, located in Bezons, France. PHYTO does not test on animals. Please recycle. For more information, please visit www.phyto-usa.com or call 1-800-55-PHYTO. Twitter @phytohaircare


For more information, expert interviews or photos, please contact:
Jenna Muller / jmuller@alesgroup.com / 212-707-6240
Erica Lamboley / elamboley@alesgroup.com / 212-707-6241