Phyto Paris is shifting into high gear with a new retail partner, a full force omnichannel approach and additions to its Phytospecific line.
The plant-based hair-care line conceived by hairdresser Patrick Alès is well positioned in a hair-care market that is mimicking skin care. “Our mantra is that beautiful hair grows from a healthy scalp. And since hair care is the new skin care, you need to detox your scalp,” said Francois Hourcastagnou, chief operating officer of Phyto Paris’ parent Ales Group. “The scalp has been our area of focus since the inception of the brand more than 50 years ago.”
Phyto Paris’ positioning proved a snug fit for Anthropologie as it ramps up its beauty offering. The company is opening defined beauty areas in select stores and online. Ingredient stories are important as it builds out its mix.
Currently, Phyto Paris is going into five bustling Anthropologie doors — Newport Beach, New York City, Walnut Creek, Calif., Palo Alto and Westport, Conn. Ten of its best movers were handpicked for the assortment. Select items will also be sold on anthrologie.com. “Phyto Paris belongs in this type of environment and it is a great fit for what they are doing.”
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The new distribution adds to availability in Bluemercury, Ulta Beauty, a new e-commerce offer on its site Phyto.com and Luxury Beauty at Amazon. The salon industry also remains core to Phyto Paris’ business. “We entered the U.S. through salons and that’s part of our DNA,” explained Hourcastagnou.
But as salon brands gain steam in appropriate retail doors and online, he said the omnichannel approach clicks for Phyto Paris. “It really is what our guests want,” he added.
What shoppers desire, Hourcastagnou continued, are products that reassure them there are no harmful chemicals in the formulas. “They want to know what’s in their products,” said Hourcastagnou. That dovetails with Phyto Paris’ commitment to education, especially about its five-step program.
Hourcastagnou furthered the comparison to hair care and skin care, explaining that styling aids are to hair care what makeup is to skin care. In other words, you need good skin care to create the canvas for makeup and healthy hair to prep for styling aids.
While the Phyto Paris brand enjoys an uptick in sales, the company is putting a fresh spin on sister brand Phytospecific. With more than 60 percent of the population said to have curly, coily or wavy hair, Phytospecific is also well positioned to attract new users. The company also recently inked a partnership with the Curly Girl Collective, which has more than 57,000 followers.
New items are in the lineup as part of an overall PhytoSpecific relaunch targeting natural hair texture as more consumers embrace those looks. The new Curl Legend Curl Energizing Spray, Curl Legend Curl Sculpting Cream Gel and the Cleansing Care Cream 2-in-1 Cleansing Conditioner showcase ingredients such as Carob Extract, Elasticurl Technology, Botanical Caviar and Buckthorn Berries among others. The spray hydrates and defines loose to tight curls, the cream gel creates curls and provides lasting definition and hold with healthy movement, and the no-lather, new-generation cleaning care cream gently and thoroughly cleanses, while moisturizing and conditioning the hair and scalp.
As a final example of the brand’s out-of-the-box thinking, Hourcastagnou pointed to the novel use of fashion illustrations to highlight hair looks from the most recent New York Fashion Week. Phyto Paris engaged illustrator Dallas Shaw to represent the looks of the runways, which were then posted to social media. “From there we gave product recommendations and how to achieve these looks. It was a way to give another point of view of New York Fashion Week.”