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Marketing in Brief: Phyto Lierac

This article was originally published in The Rose Sheet

Executive Summary

Phyto Lierac: Phyto Pro Intense Volume mousse Hold 12 and Ultra Brilliance creme "hydrate and coat the hair, protecting it from styling abuse," according to the hair and skin care company. Formulated with althea extract and hydrolyzed keratin, the mousse will not "weigh down hair or create build-up," the company claims. Ultra Brilliance creme "eases styling for dry and damaged hair," with rice bran oil and calendula extract, the company said. Available at salons in December, a 2.5 oz. tube of creme will retail for $15, while the 5 oz. mousse will sell for $17...
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