Industry News

Phyto Announces New Products and New Packaging

Lauren Salapatek | February 14, 2013 | 3:06 PM
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Best Lierac Highest Salon Opening
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Phyto Ales Group CEO Raphael Yousri
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Phyto Best Educator Sheller Clark
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Best New Biz Development/Salon
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New Phyto Packaging
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New Phyto Secret De Nuit
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New Subtil Elixir
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New LIERAC Laboratories developed COHÉRENCE L.IR, an innovative anti-aging cream that utilizes the power of Tourmaline microcrystals to recreate InfraRed light and reactivate the synthesis of collagen fibers.
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New LIERAC Luminescence Serum
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Every year the Ales Group (which includes brands: Phyto, Phytospecific, Lierac Paris, Caron and Subtil Professional Hair Color) choose to have their company-wide sales meetings in an exotic and tropical place. This year, the group picked the perfect spot to have their annual Awards Dinner/Sales Meeting—Cabo San Lucas, Mexico! And, I got to attend this year!

Next to the beautiful oceanside at the Melia Resort, Ales Group executives, educators and employees received two big pieces of news for the Phyto line. First, they witnessed the unveiling of the new products being added to the Phyto range: Subtil Elixir, Secret de Nuit and four express conditioners. The brand has also announced that in September 2013, they will be launching a Phytokeratine Spray and Mask. Secondly, the ENTIRE Phyto line has been “made over” with new packaging. The roll out for the new products begins in mid-March 2013 and continues through April 2013.

The six day event was meant to get Ales Group members excited, trained and prepped to sell the products when they went home. Each day was filled with workshops, presentations and training sessions. At the end of the trip, the Ales Group presented a number of awards to employees including: Best Educator, Best New Biz Development/salon, Best Lierac Highest Salon Opening, etc.


I got a sneak peek at the new products coming out in April 2013. During one of the nights I was staying in Cabo, Education Executive for Phyto Haircare and Subtil Hair Color Dete Israel gave me a complimentary hair treatment using two of Phyto’s products.

First, she applied Phyto’s most popular product Phytopolleine Universal Scalp Treatment, a 100% essential oil blend that awakens the scalp to instantly purify and stimulate microcirculation. Then, afterwards she applied one of Phyto’s new products, Subtil Elixir, a fine, lightweight and easy-to rinse oil that penetrates strands with hydration. After leaving on the treatment for 30-40 minutes, I rinsed and blow dried my hair. The result was stunning! I couldn’t believe the shine the product left behind. The best part was that I felt like my hair was replenished on the ends and its original softness was back (after I had lightened my ends from awhile back). And, I also have to mention that after using the Subtil Elixir a couple times since I have been back from my trip, I always think of Cabo.


The second new product is called Secret De Nuit, an intense hydration regenerating night treatment. I can’t tell you too much about it now, since I only received a “sneak peek,” but who doesn’t love waking up to beautiful hair in the morning? This time-released product will help provide intense hydration and repair throughout the night.

The four conditioners coming out consist of: Phytobaume Hydration, Phytobaume Volume, Phytobaume Color Protect and Phytobaume Repair.


New metallic silver packaging communicates innovation, efficacy and saftey. The gold packaging communicates glamour, luxury and well-being. See below for product photos.

Stay tuned to the April edition of MODERN SALON where we will delve more into product and packaging details.

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