Exclusive Phyto brand reaches out to masses

Cardona, Mercedes M.
September 1999
Advertising Age;9/27/1999, Vol. 70 Issue 40, p40
Trade Publication
This article reports on the plans of Ales Group USA to launch an advertising campaign for its Phytotherathrie haircare line in the U.S. in spring 2000. Advertising agency Badger Worldwide has been appointed by the personal care company to create the branding effort. The campaign will concentrate the product's $1 million to $1.5 million advertising budget in as few as four titles. The Phytotherathrie line tallied some $10 million in sales in 1998 through various retail stores, including Saks Fifth Avenue, Neiman-Marcus and Barneys. Items, priced from $15 to $50 each, include Phyto 7 conditioners, the Phytodefrisant anti-frizz line and Phytoplage hair sunscreen line.


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