Phyto held a lovely and informative press event for trade and consumer editors last week at the AKS salon in NYC. We were all treated to a service using the company’s newest program: PHYTOKERATINE.

The line includes a Reparative Shampoo and Conditioning Treatment (to restructure, prevent breakage and restore softness) and Reparative Serum (to repair split ends and add shine). The products include two key ingredients: botanical keratin and hyaluronic acid. Together, these ingredients form a complex designed to revive damaged and brittle hair. According to the press materials, Phytopkeratine will heal the hair of the one out of 2 women complaining about damaged hair.

While external stresses drain the hair of its vital elements, including keratin, the hair fiber becomes porous and harsh leaving the hair weakened and damaged. The new Phyto program is designed to reconstruct the hair’s internal structure and resurface the outer layer of each strand.

Here’s the breakdown in the process:

Reconstruct:

Botanical Keratin
– a specific combination of wheat, corn and soybean amino acids that mimic natural keratin to replace lost keratin to help reconstruct hair’s former structure.
Hyaluronic Acid – the small molecular structure easily penetrates deep down in to the hair fiber to hydrate and retain moisture from within.

Resurface:

Ceramides – acting as intercellular cement, ceramides reconstitute the natural outer protective layer of the hair fiber by filling in the deepest micro-fissures and sealing the cuticle.
Pomegranate extract – protects the hair fiber with anti free-radical and UV protection properties.

What the press materials do NOT discuss is the lovely scent. I really did not feel like I was having a “treatment”, but the results were quite impressive.

PHYTOKERATINE is a simple and easy routine for in salon and will retail for at home maintenance. It’s something to get excited about and will be offered to the salon community in June.
Phytokeratine Launched at Salon AKSPhytokeratine Launched at Salon AKSPhytokeratine Launched at Salon AKS