Tricoci Skincare Launch + Signature Facial Case Study
Omnichannel brand and service launch driving skincare discovery and trial
Overview
Tricoci introduced its first owned-brand skincare line alongside the TricociSkin™ Facial. I led the integrated go-to-market strategy across digital, lifecycle, content, and in-salon channels—creating a cohesive narrative that connected product education with service trial and long-term routine building.
The Challenge
Launch a new skincare brand in a crowded, education-heavy category
Establish credibility beyond traditional spa services
Align product and facial storytelling into a single, intuitive system
Drive both immediate trial and long-term retail adoption
Key Insights
Clients wanted simplified, guided skincare, not complex routines
Personalized recommendations increased confidence and conversion
Service education directly supported retail adoption
Strategy
Build an education-first ecosystem that guided guests from discovery to routine adoption—connecting product, facial, and experience across every touchpoint.
My Role
Owned brand positioning and messaging architecture
Developed the full go-to-market launch plan and timeline
Wrote the TricociSkin™ Facial service description
Directed copy and creative across email, SMS, social, website, and in-salon
Partnered cross-functionally with Product, Creative, Digital, Ops, and PR
Defined success metrics and optimization approach
Omnichannel Execution
Email & Lifecycle
Phased launch storytelling: brand introduction, facial spotlight, and routine education
Personalized recommendations powered by the TricociSkin™ quiz
SMS
High-impact launch announcements and booking prompts
Social & Content
Educational content pillars focused on barrier health and routine simplicity
Product spotlights and benefits-first storytelling
Website & Digital
PDP messaging focused on benefits and outcomes
Quiz integration supporting personalized regimens
In-Salon Experience
Service descriptions, signage, and frontline education tools
Visual storytelling linking facial services and retail
Results & Impact
Drove strong early adoption of the TricociSkin™ Facial, increasing performance from ~80% to goal in the first period to over 90% to goal in the second.
Delivered above-goal performance in several key locations, signaling strong guest demand and esthetician engagement across the region.
The paid social component outperformed industry benchmarks, delivering over 4,400 link clicks, a strong 16.9% click-to-lead rate, and an efficient $13 CPL.
Early retail traction across hero products
Growth in PDP traffic and quiz usage
Elevated perception of Tricoci as a skincare authority
Key Takeaways
Education builds trust—and drives conversion
Simplified routines outperform complex regimens
Product + service ecosystems strengthen brand credibility
Personalization meaningfully improves engagement
Cross-functional alignment is critical to premium launches
Skills Demonstrated
Integrated marketing strategy
Brand storytelling
Go-to-market planning
Lifecycle marketing
Personalization
Cross-functional leadership
Beauty category expertise
