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Marketing in Brief: Phyto-Lierac

This article was originally published in The Rose Sheet

Executive Summary

Phyto-Lierac: PhytoSpecific seven-product hair care line targets ethnic consumers with a range of products for curly, coarse or relaxed hair, the Paris-based company said. The line includes two relaxers -- Phytorelaxer Index 1 for delicate and fine hair and Phytorelaxer Index 2 for normal, thick and coarse hair. Both products are formulated with egg extract, soy extract and mineral oil instead of chemicals. Hydra-repairing shampoo with shea butter "moisturizes dry and dehydrated" hair, while Restructuring Milk deep conditions with canola oil. Multi-regenerating creme bath is formulated with jojoba to "reconstitute the hair's hydrolipidic film," and Revitalizing Treatment contains "vegetal" oils to condition, "fortify and regenerate" dull hair, Phyto-Lierac said. Beauty Styling creme with shea butter adds sheen and luster, the firm added. Print ads for PhytoSpecific will run in Essence for the first six months of 1998. The relaxer kits, complete with instructional videos, retail for $35. The conditioning and styling products range in price from $13 for a 3.3 oz. jar of styling creme to $19 for a 6.75 oz. tub of Multi-regenerating creme bath. The products will bow in early 1998 in Neiman Marcus and Nordstrom...
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