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Social Listening Results in Briogeo Re-branding

Briogeo founder Nancy Twine left the boardroom for the chance to launch a line using family formulas.

Nancy Twine founded Briogeo just three years ago, but during that time she’s taken what she’s learned to re-brand her line.

Twine used social listening to update her hair-care collection including new packaging, new products and a refreshed Web site that went live this week.

The new items build on Briogeo’s original products, which are inspired by Twine’s family recipes. She was a pioneer of curating hair care that addressed hair concerns while opting for formulas free of sulfates, parabens, phthalates, silicones, DEA and synthetic color. All products are 90 to 100 percent naturally derived and packaged in bottles that are both recycled and recyclable.

“When I created Briogeo, I didn’t want it to be perceived as an ethnic line or non-ethnic line, I wanted it to be for everyone,” said Twine, who noted she has Native American, African-American, West Asian and Caucasian ancestors. “It’s very diverse. It is about meeting needs of different hair textures.” It appeared Twine had hit upon a need and since her launch, there’s been a rise in new hair-care brands, making the category more competitive, but also more visible at the same time, she said.

Briogeo’s latest additions will expand on the brand’s Curl Charisma and Don’t Despair, Repair! collections. The Curl Charisma Rice Amino + Quinoa Frizz Control Gel is a finishing leave-in gel that fends off frizz all day, while enhancing the form, definition and hydration of curls. Don’t Despair, Repair Gel-To-Oil Overnight Repair Treatment is a nutrient-rich hair treatment gel that melts into an oil to release a reparative blend of natural oils, vitamins and antioxidants called the NOVA Complex to strengthen, restore moisture and repair damage overnight.

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The initial gel format encapsulates the ingredient complex to prevent oxidation, thereby exposing hair to fresh nutrients in their most potent state and is at this time a Sephora exclusive.

Among the consumer requests was for a larger-size format with a pump on the Be Gentle, Be Kind Avocado + Quinoa Co-Wash, as well as a larger size for the Don’t Despair, Repair! Deep Conditioning Mask, which is now 8 ounces, up from 5 ounces.

Briogeo is sold at Sephora, select specialty stores and online. While physical stores are crucial, Twine said online is fertile ground for brands like hers. “We are a discovery brand and online gives an opportunity to educate, share reviews and videos. Online retail is a great discovery platform for smaller brands.” Twine said demand is also mounting from international retailers.

The new positioning also taps into Briogeo’s New York City roots with imagery captured around the city. The packaging retains the brand’s signature B, but all bottles have been changed to opaque, rather than clear, for enhanced shelf presentations.