Cutting edge styling for the fashion forward
Any style-conscious fashionista knows that a pulled-together outfit starts with the hair. This was the inspiration behind the relaunch of Toni&Guy’s hair care and styling collection, which repositioned the brand as part of the ‘getting dressed’ experience.
Our brief was to channel Toni&Guy’s London heritage and fashion credentials, while inspiring consumers to get the look by using products from one of the four style collections: Classic, Casual, Creative and Glamour.
Each style collection is depicted by a different colourway and comes in a matt pack with a raised gloss varnish on the typography for a high quality look and feel. Each pack also features the strapline: London salon, established 1963.
The clear range segmentation inspires customers to create a desired ‘look’ that can be achieved via a formula on the print advertising campaign.
QR codes direct consumers to the hairmeetswarobe.com website and a series of ‘how to’ videos created by ad agency JWT.
The re-design by JDO has firmly positioned us as a global brand and reinforces our fashion credentials. Consumers no longer view their hair in isolation, but are interested in their full look.