Beauty & Brand Strategy: How Tricoci is Disrupting Haircare with Teri-Ann Marchigiani
- Evan J. Cholfin
- Jun 19
- 2 min read
Inside the Strategy, Innovation, and Simplicity That Power a CPG Breakthrough
By Evan J. Cholfin
Launching a product in the saturated beauty market is one thing. Building a disruptive, consumer-centric brand that cuts through the noise? That takes vision—and strategy.
In the latest episode of A Healthier, Happier You, I sit down with Teri-Ann Marchigiani, VP of Product Development at Tricoci, to uncover how this iconic salon brand is rewriting the rules of product innovation. From incubating a new haircare line rooted in skincare principles to the power of storytelling and segmentation, Teri-Ann breaks down what it really takes to create a product people actually connect with—and buy.
Innovation That Feels Familiar
What happens when you stop chasing trends and start listening to what consumers actually need? Tricoci’s new line, Nutrire, answers that question by offering a refreshingly simple solution: haircare built the way skincare is—customized by type, rooted in science, and easy to shop. It’s not just innovation—it’s intuitive.
Storytelling That Sells
Packaging, product naming, shelf layout—Teri-Ann reveals how every touchpoint is an opportunity to tell your brand’s story. And in a world where consumers are overwhelmed with choice, clarity and architecture win. Think less noise, more resonance.
Salons as Storytellers
One of the biggest takeaways? Salons are more than service spaces—they’re trusted environments where education and conversion happen organically. Tricoci is turning those relationships into real brand equity.
What's Next for Tricoci?
From skincare expansions to retail distribution plans, Teri-Ann shares where Tricoci is heading next—and why staying anchored in authenticity is non-negotiable.
Whether you're in beauty, CPG, or brand development, this conversation is a masterclass in how to build with purpose and power.
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