With more than four decades of beautifying Chicago under his belt, iconic style persona Mario Tricoci rebrands his eponymous salon and spa.
Mario and Cheryl Tricoci
After 40 years in the business, “we earned the reputation of being able to stand alone—for us to be one word: Tricoci,” says salon founder Mario Tricoci. Coke, Nike, Prada, Gucci, Madonna... Tricoci. It garners a certain panache as the hair guru not only revamps his salons, but also expands and reformulates his already successful product line. “We are a collection of artists and experts in the field and the name belongs to the larger family, which includes all the people who have been with us since the beginning and those with us now,” he explains. “We are all Tricoci, and what’s most important is that the name is reflective of that.”
Tricoci’s in-house dry shampoo
While the salon footprint—with the addition of the newest outpost in Deerfield—remains the same, each location has received Tricoci’s signature rebranding, from the interior design and signage to e-commerce and, of course, the refreshed in-house product line. “We have had a product line for years, so this was not a new venture,” he says. “But it was time to reformulate, make sure it was clean and use the most current ingredients and technology.”
Thickening texture cream from the Tricoci Collection
Among the fresh look are new products set to hit shelves this fall, which, Tricoci notes, are “three years in the making, with 50 years of passion behind them.” On his best-hits list are 3P1, a styling cream, and the always-favorite dry shampoo. “Above all,” he says, “the fragrance and the shine that the products have is truly second to none.”
The salon’s recently unveiled signature rebranding