Key Takeaways
- Tricoci launches Nutrire, a scalp care brand featuring clinical luxury products including two serums and specialized shampoos and conditioners.
- The product line targets everyday scalp health rather than specific problems like dandruff, incorporating a holistic approach to haircare.
- Nutrire aims to educate consumers on the benefits of scalp care while tapping into a projected $20.8 billion global market by 2030.
Nutrire Launches with Focus on Scalp Health
After nearly half a century in the salon industry, Tricoci is expanding into scalp care with the introduction of Nutrire, a new brand aimed at integrating clinical luxury into haircare. The product line centers on a three-step scalp care routine featuring two primary serums—T.1 Day and T.2 Night—alongside shampoos and conditioners tailored to specific scalp and hair types.
The serums are formulated with a distinctive blend called Complex8, which includes potent ingredients like caffeine, Reishi mushroom, evening primrose oil, saw palmetto, and stinging nettle, all chosen to help combat hair thinning and loss. The price point for shampoos and conditioners is set at $36, while the serums are priced at $68.
Kristen Chase, GM and CMO of Tricoci, notes that Nutrire aims for a broader target. It is not just a solution for scalp disorders but promotes overall scalp health as a vital element of daily haircare routines. Chase likens Nutrire’s approach to a blend of K18 and Kérastase, reinforcing the idea that scalp health is universal and should be incorporated into everyday care.
Nutrire’s initial launch includes nine products, which cater to varying scalp conditions (normal, dry, oily) and hair textures (fine, medium, thick, and damaged). Emphasizing that “scalp health really is for everyone,” Chase envisions that consumers will adopt these products as a regular part of their haircare regimen.
The development of Nutrire spanned three years by an internal team at Tricoci, including marketing and product development veterans like Jessica Slavicek and Teri-Ann Marchigiani. This brand enters a growing global scalp care market, which is anticipated to grow at a compound annual growth rate of 7.1% to reach nearly $20.8 billion by 2030.
Clinical testing has established the effectiveness of Nutrire’s serums, demonstrating improvements in hair density and overall scalp health within both T.1 Day and T.2 Night, which is intended for use before washing hair to exfoliate and nourish the scalp.
Nutrire features an attractive package design, with eye-catching bright chartreuse containers that aim to evoke feelings of health and vitality. Chase describes the goal as creating an elegant shower experience, where consumers can enjoy the aesthetic and sensory aspects of the products.
The brand is targeting consumers who translate their skincare knowledge into hair care, and it will utilize professional beauty partnerships and social media marketing to raise awareness. The brand remains exclusively available in Tricoci salons post-initial pilot program, where scalp treatment services for Nutrire will also be offered.
The primary challenge for Nutrire lies in communicating its holistic health message while competing in a market dominated by problem-solution narratives. As Chase states, while traditional shampoo and conditioner will always dominate sales, she expects serums to represent a significant portion of Nutrire’s business in the coming years as consumer education evolves.
The content above is a summary. For more details, see the source article.
