Balancing act: Phyto refreshes Progenium range to cater to rising microbiome beauty trend

By Amanda Lim contact

- Last updated on GMT

Phyto refreshes Progenium range to cater to rising microbiome beauty trend

Related tags: phyto, Hair care, microbiome

Natural hair care brand Phyto has relaunched its Progenium range to capitalise on the growing microbiome beauty trend in Asia.

The Progenium range was designed to be a gentle hair care routine that maintains and balances the scalp microbiota. It consists of two products – a shampoo and a leave-on condition.

While the range was introduced to Asia at the beginning of 2020, the Progenium Ultra Gentle Shampoo has been on the market since 2006 and is the first shampoo in the world to contain a probiotic ingredient, claimed the company.

Phyto sells around one million units of the shampoo annually, making it one of its top-selling shampoos.

The new Progenium Ultra Gentle Shampoo comes with new, more environmentally friendly packaging and an improved formula.

Managing director of Ales Groupe Singapore Lynn Tan, told[GS1]​  CosmeticsDesign-Asia ​that the relaunch of the Progenium range has come at the right time.

“Thanks to products like Yakult, the consumer is very aware of prebiotics. They may not understand how it can benefit their hair yet, but once we explain, they get it automatically because they are familiar with the concept.”

She added: “People are also getting more health-conscious now. They are eating health supplements more than ever before. Globally, taking supplements is now becoming part of the daily routine. With that in mind, this will definitely the right time for the products.”

Tan believes that one of the product’s strengths is that it is an all-rounder that can resonate with every consumer.

“It’s one of our top-selling shampoos because its suitable for everyone – kids, men, women – and it’s a preventive shampoo that can prevent hair loss or even help with dandruff.”

The Progenium shampoo is gentle enough that it does not harm the microbiome ecosystem even with daily use.

This makes it is especially suitable for South East Asia, where daily hair washing is normal due to the warm and humid weather.

New player

With the relaunch, the company saw an opportunity to introduce a new product to the line-up, the Ultra-gentle Detangling Milk.

Since the launch, Tan revealed that the company has been taken aback by the popularity of the leave-in condition.

“The reception to the range has been so good. What took us by surprise was not the shampoo – we already knew that was popular – but the Gentle Detangling Milk. We didn't expect the it to fly off the shelves. Now we’re desperate to try and keep it in stock.”

Tan added that the product has now taken over the top spot as its best leave-in condition.

“Consumers like the smell and the fact that it has no silicones. When you use it, the hair is left smelling nice and feeling very soft. Once someone tests it, they’ll pick it up. It’s an easy sell and many people have returned to buy a second or a third bottle.”

While the new range is only a few months old, the company is very optimistic about its potential.

“We will continue to promote it more. We don’t have any plans to extend the range at the moment, but I won’t be surprised if we do, because its proven to be popular globally,”​ said Tan.

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