Phytomer’s marine biotechnology skincare products have come to Egypt
By Farah Al Akkad
Spa aficionados have likely seen Phytomer in their travels, as the French skincare company supplies its products to 10,000 spas and salons in 70 countries. Egypt has become the latest on that list, with the Four Seasons resorts in Sharm El Sheikh and at the First Residence in Cairo adding Phytomer facial and body treatments to their spa lineups. Famous for using salt- and freshwater plants and micro-organisms, the San Malo-based company has been pioneering marine biotechnology skin treatments for more than 40 years.
“I have always believed that natural therapy is the best for skin,” says Abeer Almudaris, the CEO of Medifine Corp LTD, the sole agent and distributor of Phytomer France in Egypt. Almudaris is the person who got Phytomer into Egypt and onto spa menus not only at the two Four Seasons hotels, but also JW Marriott’s Mandara Spa, Fairmont Nile City, the Kempinski Hotel and Hilton Luxor. “I am in love with Phytomer and I really believe in it, I have seen with my eyes the results that have come of it.”
Almudaris, who has seven years experience working in the healthcare development and with cosmetic companies, spent a full year in the costly and convoluted bureaucratic process of registering more than 60 Phytomer products and getting Ministry of Health approval for their use in Egypt. Her goal was to present the Egyptian community with a new natural technology with proven results. The secret to Phytomer’s success, she believes, is that the company has its own research and development laboratory, where experts in skin biology and cell culture work to discover and test new marine-based ingredients for moisturizers, sunscreens, cleansing creams, anti-cellulite gels, after-shaves, professional massage lotions and many other products. “It takes more than two years to scientifically approve their 100% natural products,” Almudaris notes.
Among the Phytomer treatments newly available in Egypt is the XMF Pioneer, “which is my favorite one,” Almudaris admits. Applied via a professional face massage, the treatment uses natural marine sugars to plump out the skin and erases the tiny wrinkles that appear with age. “It is a natural substitute to Botox,” Almudaris notes, adding that people can do this treatment once a month and buy XMF Pioneer home products to maintain consistent results.
Sea Water Pearls are used as a moisturizing treatment for very dry skin, while the Marine Body Wrap helps reduce cellulite. The Essential Sculpturing Care is an intensive massage therapy also used to treat cellulite in the buttocks, thighs and tummy area; some spa-goers have reported dropping one clothing size after just five treatments. Guys can sign up for the Skin Escape for Men, a deep-cleansing, detoxifying facial tailored for rough and tired skin.
Treatment names may vary slightly among the different spas, but Phytomer experts help train spa staffs in the use of their products.
In addition to expanding into other hotels around Egypt, Almudaris is also looking into opening a Phytomer Egypt Spa by the end of 2014. She confides, “For me, Phytomer is not a commercial product, it is much more than that. The extensive research conducted in their own designed labs makes them offer the best natural products.” et