The TONI&GUY team recently came together for its inaugural global digital event, Connected, which was a celebration of inspiration, education and hair.

Connected Recap

The one-hour spectacle took us on a journey around the world, as teams from Australia, Japan, Italy, Spain, China and the UK presented the TONI&GUY 2021 campaigns: Utilitarian, Keep it Real and Reverie.

Fashion Week presentations were given from the major cities of London, Milan and Beijing, with the event concluding on the brand’s amazing avant-garde creations.

Global Creative Director, Sacha Mascolo-Tarbuck welcomed everyone: “It’s been a challenging time over the past nine months but what a journey we have had. We have made improvements to all our 170 UK salons; 1700 stylists have learnt and implemented our Toni&Guy Gold Standard Hygiene client promise to keep all of our salons safe and we’ve had 8,000 downloads of our education streaming platform: TONI&GUY Digital Academy. We had record numbers of clients coming to our salons on reopening from the first lockdown, and from the second lockdown we launched the global Digital Academy to connect our brand and continue the TONI&GUY legacy.”

CEO Nigel Darwin added: “As an industry we have faced challenges we never expected, but what strikes me is how, as a global family, Toni&Guy has seized this opportunity. We may not be meeting face to face, but every Toni&Guy hairdresser from more than 50 countries around the world are joining together, and that is the strongest foundation we could have wished for!”

Connected Campaigns

The creative sessions started with International Artistic Director Cos Sakkas and Eamon Boreham introducing the three campaigns for 2021.

• Utilitarian: The TONI&GUY and essensuals campaign was described as embodying health, beauty and knowledge, through the philosophy of wellness and embracing self-expression, diversity and wellbeing through beautiful hair.

“We’re seeing clients looking for a massive change – they want to express their individualism”, Cos explained. “Clients are looking for organic, natural finishes through styling and color,” explained International Technical Director, Siobhan Golden.

• Keep It Real: label.m continues its ‘Keep it Real’ campaign which is about self-expression; vital to freedom and diversity and continues to celebrate the people behind the brand – staff, models and clients. International Artistic Director, Daniele de Angelis summarized the collection by explaining that Keep it Real is “your hair ID.”

• Reverie: a brand new, hairdresser focused and exciting industry exclusive campaign for 2021 – Cos described it as “immersing yourself in a daydream of creativity.” International Artistic Director, Indira Schauwecker and Francesco Fontana continued that message by later adding Reverie was “all about imagination and pushing the art of creative cut and color with editorial finishes and no rules or limits.”

Connected celebrated not only the hair heroes from around the world, but all TONI&GUY champions including education and business partners, across the brand who have made TONI&GUY what it is today, each sharing their own secrets of success on what it takes be successful – from New Zealand to the UK via India, China, Pakistan, Russia, Spain, Cyprus, Sweden and Italy.

International teams from Tokyo, Sydney and Milan, each presented their own unique techniques that will be exciting clients for months to come, keeping TONI&GUY at the forefront of the fashion industry.

Efi Davies brought us presentations from the past 15 years of collaborating with London Fashion Week, where the team work on some 80 shows every season. To mark its 15-year anniversary and seven-year partnership as the Official Haircare Product of LFW, Efi took us through the collaboration between label.m and four cutting-edge designers: IA London, DB Berdan, A-Jane and Simon Mo to create a limited-edition range of the brand’s four best sellers: Shine Mist, Volume Mousse, Texturizing Volume Spray and Brunette Dry Shampoo.

The event wrapped with an avant-garde finale. Working with fashion designer, Cimone, the section was opened with a show stopping outfit that quoted ‘God Be Merciful to Me’ symbolizing that no pandemic will stop TONI&GUY creating and sharing education. Bright, bold and beautiful textures and shapes finished off an hour where imagination and education collided to inspire hairdressers around the world.