Background

Unilever’s £850m professional hair care brand, Tigi, has built its reputation on innovation, excitement and style. Part of the Toni & Guy business acquired by Unilever in 2009, it is London and Paris Fashion Week’s professional hair care brand of choice.

Tigi provides elite professional training to support the use of its products and is constantly looking for ways to differentiate its presence in the market. Our challenge was to design education materials for international usage that reflect the brand’s qualities and values.

Strategy

Working closely with the Director of Education for Europe we designed an education platform called Colour Works, a training programme to provide professional hair colourists with a deeper understanding of the scientific process of hair colouring.

We produced the materials in print and digital formats to offer the users maximum flexibility around how and when they chose to work on their personal training programme.

The whole spirit of the brand relies on a brilliant execution of design, cut and colour mash-ups to create an end result that is playful, free-spirited and individual. As a result, whilst still properly instructive, the education materials for the Colour Works programme are lively, painterly and expressive.

Result

The Colour Works programme has been successfully rolled out across Europe to hair care professionals. The materials have created distinction around Tigi’s education programme and helped reinforce the excitement of the company’s attitude and style as well as create improved customer loyalty and retention.