Phyto
Phyto, sponsor of the musée du quai Branly
commitment
Becoming a sponsor means committing oneself, encouraging, sharing one’s values. When one of the messages of the musée du quai Branly through the exhibition "Beloved hair, trophies and trifles" is: hair is a living thing! PHYTO is right there. At the intersection of anthropology, the history of ancient and contemporary art, fashion and manners, hair is a real, living thing! After first presenting the frivolous aspect, with comparisons between blondes, redheads and brunettes, the smooth and the frizzy haired, Papuan coquetry from the uplands of New Guinea, beautiful urban Africans and the fabulous “Merveilleuses” of the French Directoire period, the exhibition then evolves towards the idea of human material used for artistic creation, then to the relativity of beauty and finally addresses hair’s disappearance, its loss as a symbol of time passing and of death. PHYTO finds in all this its twin vocation: HEALTH and BEAUTY. When it is really healthy, hair is everyone’s delight. Beautiful and shiny, it can be shaped and fashioned and plays its part in the art of seduction. When PHYTO became involved at the time of BEFORE devoted to the exhibition "Beloved hair", the brand made the deliberate choice to display, just like the musée du quai Branly,a spirit of open-mindedness. Surrounded by artists, it has brought down one barrier after the other to conquer new horizons and to be a source of innovations and of beauty.
beloved hair... words which suit us so well!
Words which perfectly reflect the excellence which the brand has been bringing to the care and beauty of hair for nearly sixty years. Hair which is so beloved that for its sake PHYTO has travelled through plant world as a pioneer, ready to shake up the usages of an era that was very much ruled by chemistry. We had to fight. To wage war. To turn it into a religion of unbreakable faith in the power of plants. To involve the best researchers, botanists, scientists and dermatologists. To open a debate and a laboratory. And as soon as a little green shoot started to reveal all its qualities, we had to go and tell the world and make sure that the world listened.
the same way of looking at the world afresh
Seeing the world in a new way. Like an artist does. Reaching for truth through the prism of light. This willing shift in one’s view of things is shared by PHYTO and the musée du quai Branly. It leads to the most wonderful innovations.
For PHYTO, it is firstly about looking at nature in a new way. And proving that nature can care for hair and make it more beautiful. All hair. Even frizzy, curly hair, for which PHYTO was the first to produce a line of top of the range specific products. This same vision also enables us to dare to tackle the universal theme of hair loss, a subject which is very important to PHYTO, leader in this field.
gardens from the same seed
The landscaper Gilles Clément wanted to give the plants in the garden of the musée du quai Branly an enclave where they would have complete freedom. The same spirit and the same philosophy govern the PHYTO conservatory garden. There the plants are king and are protected from all threats. They grow freely and are respected, free from pesticides, chemical fertilisers and urban pollution. For PHYTO they represent the seedbed of a future based on progress and the promise of a world made of beauty.
PHYTO and the musée du quai Branly are indeed the meeting point for the same multi-ethnic, demanding, new and curious audience. "All the mysteries surrounding hair, its nature, colour, the way it changes, very soon made me wonder about this noble and living raw material..."
Patrick Alès, creator of Phyto and president of the Ales Groupe
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