Toni & Guy salons have created fashion - forward cuts since 1963 - and as the official hair sponsor of London Fashion Week the brand has become synonymous with hair fashion.

Previously in the world of hair communication, clothing fashion didn’t exist and the images stopped at the neck. In 2011 a new product range was launched, focusing primarily on the complete look the consumer could achieve from head to toe. Products were split into style collections: Casual, Classic, Glamour and Creative. The idea ‘hair meet wardrobe’ was born, based on the insight that hair is inextricably linked to your overall look.

London fashion photographer, Richard Bush, showcased both the hair and eclectic London looks for each of the 4 product style groups. Each look is broken down by a fashion formula which comprises the wardrobe element, the attitude, the hero product and a styling tip.

The campaign launched at the Toni & Guy hair/fashion show, which opened London Fashion Week S/S 2012.Our press campaign broke in fashion titles. The print adverts drove our audience to hairmeetwardrobe.com for inspiration and education on how to create the looks with ‘how to’ videos. The site also featured exclusive contend from London Fashion Week, along with product information and the opportunity to purchase. QR codes were placed on the packaging which drove consumers to a mobile site where the ‘how to’ films could also be viewed.

We had a fully integrated digital campaign including home page take overs, MPUs, standard flash banners and search all directing people to our website.Our social media space served as a megaphone for conversations about hair and fashion, and was continually active with exclusive content from fashion week, posts about the new products with tweets and posts from fashion blogger Yvan Rodic.

The campaign has been successful in making our consumers think differently about hair and fashion, encouraging them to think of their hair as a key part of their overall look.

It has encouraged consumers to experiment confidently with their hair due to the education element of the ‘how to’ films. The films make on-trend looks accessible and consequently make fashion less intimidating.

The London Fashion Week event created a massive buzz in the industry and the sentiment around of the idea of linking hair and fashion was overwhelmingly positive. Our fashion key influencer tweets reached over 700,000 followers.Peaks in traffic to the HMW site occurred due to Search, indicating that consumers are aware and inspired by our conversation around hair and fashion.

Our Facebook and Twitter communities have continued to grow during the campaign, with peaks at key periods i.e. photo shoots with stylists and subsequent fashion weeks.