THE BLOWOUT: A TIMELESS TREND

PHYTO HAIR CARE INTRODUCES PHYTOLISSE SHAMPOO & PHYTOLISSE MASK

New York, NY (February 2011) -- For hairstylists in the 1950s, hairstyling quickly became a source of curiosity and excitement. New hairstyling techniques were constantly emerging for all hair types. Only one, however, would indisputably revolutionize women's beauty: The Blowout.

Patrick Alès, Parisian Hairstylist and Founder of PHYTO, and the Blowout

The PHYTO brand benefits from an exceptional heritage. In the early 1960s, one of Patrick Alès' most loyal clients complained that her hair was becoming unmanageable due to many successive bleaching treatments.

She wanted maximum shine and control over her curls. The only possible solution at the time was to use large rollers followed by a mesh to flatten the hair. But Patrick Alès decided that he was not satisfied with this method anymore. He wondered: "If I use a round brush and a blowdryer, and work the hair layer by layer, maybe I will obtain the effect that my customer dreams of."

The year was 1964 and Patrick Alès had just invented a revolutionary technique: The Blowout.

Later that year, he developed the first prototype of the "blowout brush," capable of smoothing the hair while lifting it from the roots. Quickly, Patrick Alès became a true expert of this brand-new method for taming frizzy hair and curls. He and his staff were soon called upon by Parisian celebrities, including Alain Delon, Catherine Deneuve and Annie Girardot. This adventure would even lead him to Hollywood, thanks to an invitation by Warren Beatty.

The blowout (or "brushing" in French) transformed hair-setting techniques by providing not only suppleness and fluidity, but smooth results as well.

Synonymous with femininity and glamour, sleek hair continues to be a timeless trend today as many women look for solutions to tame their curly, frizzy and unruly hair.

Hydration is the key to an effective, long-lasting blowout.

A PHYTO Innovation: NEW Phytolisse perfect smoothing shampoo and Phytolisse express smoothing mask, launching in January 2011.

Phytosolba Laboratories found that pine pulp extract works to expedite blow-drying by straightening the hair while shielding it against humidity and frizz. The humidity contained in the air affects its structure and by absorbing humidity, the hair curls and frizzes. When dry, the hair can lengthen by 20 to 30%, but upon contact with water, this lengthening can reach over 50%. A study carried out on strands of hair made it possible to evaluate the humidity resistance factor of the hair depending on the shampoo system used. The humidity resistance factor of a lock of hair treated with pine pulp derivative was clearly superior to that of hair treated with other systems.

By forming a coating around the hair fiber, pine pulp derivative protects hair from surrounding hygrometry and gives it more resistance to humidity. The study demonstrated that the effectiveness of pine pulp derivative was clearly superior to that of reference active ingredients.

Pine pulp:
 Acts like a shield on the hair's surface, protecting it from humidity as well as from harsh environmental factors. Phytolisse shampoo thus ensures smooth hair in all weather conditions.
 Helps detangle and soften hair to ensure manageability.
 Unlike most reference detangling agents, pine pulp derivative doesn't build up or weigh hair down, respecting its integrity.

In addition, to pine pulp, Phytolisse shampoo contains Hibiscus flower. The flower acids (AHAs) derived from the plant's calyx and petals are used in the composition of the shampoo. Organic acids (tartaric, citric and malic) have the ability to close the scales of the hair fiber and smooth the hair's surface, allowing it to reflect light in a more even manner for incomparable shine.

Calendula flower, intensely hydrates, smoothes the cuticle and softens hair for a sleek, silky straight result that lasts for 72 hours. The 30% concentration of calendula flower extracts, combined with pro-vitamin B5, ensures hydration, softness and shine.

Phytolisse mask is the perfect complement to Phytolisse shampoo as it contains pine pulp extract, red and brown algae and nourishing apricot kernel oil. This completes Phyto's best-selling anti-frizz line of Phytodéfrisant: heat-activated botanical hair relaxing balm with ferula, sage, horseradish and chamomile and Phytolisse finishing serum with althea extract (derived from the mallow plant.)

For a smooth and sleek blowout, Phyto Recommends:

Step 1 - Shampoo with NEW Phytolisse shampoo
Step 2 - Condition with NEW Phytolisse mask
Step 3 - Style with Phytodéfrisant Heat-activated botanical relaxing balm
Apply to wet or towel-dried hair after Phytolisse shampoo and mask. Distribute evenly with a wide-tooth comb. Blowdry.
Step 4 - Finish with Phytolisse finishing serum
Apply to towel-dried hair & throughout the day to fight frizz and calm fly-aways.

Phytolisse shampoo ($24) & Phytolisse mask ($38) will be available January 2011 in Fine Salons, and in retail locations including Sephora, Ulta, Nordstrom and Saks February 2011.
For more information, please call 1-800.55.PHYTO or visit www.phyto-usa.com


PRESS CONTACTS:

Jenna Muller - jmuller@alesgroup.com / 212.707.6240
Erica Lamboley - elamboley@alesgroup.com / 212.707.6241


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About PHYTO
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. Twitter: @phytohaircare