Pictures can also be presented more dramatically in widescreen.

Widescreen Pictures

Squarelle tonacity50 256 shades of grey brown

Video the product being used The hair must look utterly

fabulous the demo video will need to be

fantastic quality The hair needs to be brilliant

and the camera crew and stylist need to dazzle the consumer

Shoot : short, medium and long hair in light, medium and dark shades and red tones giving a wide variety of videos to use to show versatility. Shoot stills too.

Tell the story !! It must look ridiculously easy to

use!

Use the video Brand ambassadors in mall

awareness campaign Blitz social Engage with loyalty schemes Survey with rewards Encourage direct

engagement with brand Run advertorials in own

magazines In store launch and future …

Image of the video being shown to a shopper in a mall by a brand ambassador

Blitz the malls @ £15k per day

1 team of 3 brand ambassadors and 1 manager plus agency fees = £1000 per day x 15 shopping malls = £15k per day blitz

Brief on the target consumer ::: see next slide

Consumer 1

they don't watch much TV, both have ipads and iphones and are quite tech savvy.

Jane Fry is 40 something, she always tries to be vague about her age,  and has been dying her hair for years. She has two teenage daughters, 17 and 19 who also use hair colouring products. She likes to experiment with colours and layering or 'stripes' in varying amounts but even with her favourite colourist the results are sometimes uneven.She has a busy schedule and juggles several roles with her and her partners two companies, one is event planning and one a business publication.She needs to look glamourous for the events that she has to attend and will spend some time each month on beauty treatments and hair salon appointments.Janes' partner is a photographer just to add to the usual pressures of looking good at all times.Jane will try almost anything onceJanes daughters colour her hair using tonality and she's delighted with the results

Consumer 2

they don't watch much TV, both have ipads and iphones and are quite tech savvy.

Amanda Hughes, 51, runs a marketing company and keeps several horses. She also has a 12 year old son who takes part in a lot of activities

She has less time for looking glamourous but still needs to be neat and tidy and up to date with the slightly younger set of Toby's mates mums, some of whom she's quite friendly with.

The horses take up a great deal of her time and although she has a very reasonable income she can't get to the salon or beauty parlour as often as she really needs to and often ends up doing the hair colouring at home herself. The results are good but it's not quite the same as getting highlights or low lights done at the salon.

The idea of really good quality multi level colour, even at quite a premium, is very appealing. But it will have to be bullet proof and idiot proof, she doesn't have time to mess around.

Mandy sometimes gets interviewed on the telly when she does well at the horse of the year show, plus her horse Humdinger is breaking a few records.

Mandy is quite cautious with her hair as she works a lot with the police force and likes to keep it conservative.

She is convinced to try tonacity by one of Toby's mates mums, 37, and is suitably impressed.

Blitz ‘social’ Pic of facebook

campaign

Pic of twitter campaign

How much to engage with FBHow much to engage with TwitterHow much for those adwordsI don’t know 1 single person that used Google to search for a hair colour … expecting to find ????? WHAT ?????? exactly …

Start recruiting to the hair care academy

Use the social network to Get people to share Reward them for

social reviewing (tipping)

Recruit consultants

Engage with loyalty schemes Nectar rewards loyalty House of Fraser John Lewis / Waitrose

points M&S loyalty points

NectarHoF pointsJLP pointsM&S points

Research cost of engagement

Engage with consumers via surveys

Nectar canvas / eshops House of Fraser via eshops

or customer panel Debenhams eshops and

panel and beauty rewards John Lewis / Waitrose

points M&S loyalty points

NectarHoF pointsJLP pointsM&S pointsDebenhams

Research cost of engagement – it should be zero as these women will be providing the research

Engage with consumers directly Using their data to email them and

engage with them directly Invite the select few to the glamourous

HQ make them feel special, help them

become home experts

In store experience