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 a platform called Spectrum, an advanced elite programme for experienced professional style directors and leading colourists, providing them with inspiration and guidance on how to ‘create for themselves’ from the range of colours and products offered by Tigi.

The materials were produced in print and digital formats, including a phone app version, to offer the users maximum flexibility around how and when they chose to use their training materials.

A range of value-adding brand experiences were also suggested to reinforce the elite nature of the Spectrum programme. These included online Skype sessions with Anthony Mascolo – the design visionary and founder of Toni & Guy, the opportunity to win front row guest tickets to the London and Paris Fashion Week shows and online VIP previews of new fashion ranges from some of the world’s leading design houses.

Our approach to the design of the materials was one of providing inspiration centred on mood creation through a deeper understanding of colour and how it works to shape our feelings.

Result

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