By  on January 19, 2007

Joel Warren and Edward Tricomi have reworked their entire Warren-Tricomi hair care line to better reflect an upscale, spa-like positioning, one the salon duo hopes will expand distribution from the Limited Brands umbrella into prestige stores.

"This is going to be a major part of the business going forward," said Tricomi, the styling component of the two. His partner, colorist Warren, said product changes, such as packaging, were also made to create a coherent, cohesive brand message with consumers.

The salon owners entered into an exclusive distribution agreement with Limited Brands last year to sell their hair care products in Bath & Body Works, Victoria's Secret and C.O. Bigelow stores. Sales for their brand in 2006 reached $2 million.

But now they have their sights set on a bigger pond, and an update was needed to help them get there.

"We worked closely with our new creative director, Scott Woodward, to create the black-and-white photography on all of our products," Warren said. Now, all products within the subbrands of Warren-Tricomi — namely Repair, Strength and Style — bear the photographic labors of business partner and photographer Roger Moenks. Formulas and items under each subbrand have been tweaked, too, and will launch in stores in March. Prices for items range from $15 to $50.

The Repair line now uses nanotechnology for its formulas, a first for hair care, Tricomi said.

"It's like what is used in skin care, but this technology helps to better penetrate the hair shaft to help fix damaged hair," he said. Repair includes six items, such as Rejuvenating Serum, which is to be used for five consecutive days once a month.

The Strength range offers seven items including Strengthener, which targets damaged cuticles, and is meant to be used in between shampooing and conditioning.

The Style range includes 15 items, as well as six brushes, which Tricomi said rival well-known Mason Pearson brushes. Popular Style items include Hair Gum and Molding Paste, both of which offer pliable hold.

A new range, which launches at the end of April, is Protect, and includes items such as Hair Shield, a product designed to create a lightweight shield around the hair to protect it from the sun, sea, well water and chlorine.The new items look to push Warren-Tricomi product sales to $10 million in 2007.

All Warren-Tricomi items are tested in their five salons around the country. Warren said, "We have a living laboratory here."

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