Supercuts® Reinvents its Marketing Approach with New Humorous Brand Campaign Featuring Bald Spokesman
Value salon leader invests in new technology and marketing to improve relevance and stand out in a competitive category
July 09, 2019 // Franchising.com // MINNEAPOLIS - Today, Supercuts®, the leader in value-haircut brands owned by Regis Corporation, announced the launch of a new brand campaign, part of its larger shift and investment in strategic marketing. The upcoming campaign stars highly accomplished actor Michael Kelly, who reminds us all to appreciate our most undervalued asset: our hair.
The cross-channel campaign, created in partnership with TBWA\Chiat\Day Los Angeles, includes a series of films that leverage Kelly’s humor to highlight Supercuts’ own love of hair. Fueled by the insight that many men are caring more about their appearance than ever before, actor Michael Kelly humorously speaks to the importance of taking care of your hair - from the perspective of someone who no longer has it.
The campaign underscores Supercuts’ commitment to providing the best salon experience at an affordable price. In fact, Supercuts stylists receive more initial training than others in the category. Every Supercuts stylist attends a paid, week-long program called “Hair Stylist Academy™,” where they are taught a proprietary technique for cutting that delivers consistent, efficient results, but still allows for flexibility and creativity.
Most of the training Supercuts stylists receive is conducted by a team of skilled Supercuts Artistic Directors whose entire job is committed to inspiring stylists and honing the quality and consistency of each Supercuts’ haircut or other services. Supercuts stylists also receive “on-demand” training through a mobile application so that they are skilled at delivering all the latest men’s and women’s hair trends.
“Supercuts has always challenged the notion that quality haircuts do not have to come at a high price,” said James Townsend, CMO of Regis Corporation. “Right now, it’s as true as ever. While other brands in the category lean on gimmicks or price tactics, we’re laser focused on delivering the highest quality haircuts, from stylists who benefit from our amazing training and support ecosystem. We’re introducing an awesome new voice for the brand, and what better way to kick things off than with the unmatched talent and humor of Michael Kelly.”
The campaign is part of a larger shift by Supercuts and parent company Regis to invest in marketing, technology and merchandise that meet the needs of today’s consumer.
Last month, Regis introduced a new technology, Opensalon™ App and Opensalon™, on Google®, which enables customers to book salon services directly through Google Search and Google Maps via desktop or mobile devices, making appointment scheduling and check-in easier.
Last year, Supercuts announced a multi-year partnership with Major League Baseball®, a sport with cultural cachet and a media environment that strongly over-indexes with value-salon customers.
Regis also announced the appointment of its Chief Marketing Officer James Townsend, formerly a global partner for creative agency 72andSunny.
These changes are part of an effort to reinvigorate the brand’s creative approach to marketing communications to resonate with consumers, and to establish the brand voice - and humor - in the value-salon category.
The new brand work will begin airing nationwide starting July 9 across TV, digital, pre-roll, social and radio. The brand’s website and other owned channels will also receive a refreshed look with new models who reflect the modern haircut trends and style of today’s consumers.
“This campaign allowed our agency to do what we love most: Identify the soul and voice of a brand that differentiates its business within its category,” said Renato Fernandez, CCO, TBWA\Chiat\Day Los Angeles. “What we found in Supercuts was a playful, fun tonality that enabled us to bring humor to the concept of not taking your hair, or the value that Supercuts offers for granted, while still having a bit of fun connecting with the next generation of men who may face this reality one day.”
Supercuts parent company Regis is also undergoing a multi-year strategic transformation which includes rebalancing its salon portfolio with a growing emphasis on franchise operations.
About Regis Corporation
Regis Corporation (NYSE:RGS) is a leader in beauty salons and cosmetology education. As of March 31, 2019, the Company franchised, owned or held ownership interests in 7,838 worldwide locations. Regis’ corporate and franchised locations operate under concepts such as Supercuts®, SmartStyle®, MasterCuts®, Regis Salons®, Sassoon®, Cost Cutters®, Roosters® and First Choice Haircutters®. Regis maintains an ownership interest in Empire Education Group in the U.S. For additional information about the Company, including a reconciliation of certain non-GAAP financial information and certain supplemental financial information, please visit the Investor Information section of the corporate website at www.regiscorp.com.
Supercuts salons are owned and franchised by Regis Corporation (NYSE:RGS), a leader in beauty salons and cosmetology education. Supercuts is a salon-industry leader in haircare services, with over 38 million guest visits per year for haircutting, hair-color services and more. Supercuts primarily targets male guests who want a current look at an affordable price. Its proven technique, highly trained stylists and nationally recognized professional brands of haircare products offer an exceptional guest experience. Download the Supercuts app in the App Store, or on Google Play. For additional information about Supercuts, visit Supercuts.com, Facebook.com/Supercuts, Instagram.com/Supercuts and Twitter.com/Supercuts. For more information about Regis Corporation, please visit RegisCorp.com.
About TBWA\Chiat\Day Los Angeles
Shunning the conventions of Madison Avenue, Chiat\Day kick-started the West Coast ad boom in 1968 and eventually brought its creatively audacious California style of advertising global when it merged with international agency TBWA in 1995. The agency quickly built a reputation for challenging the status quo in a number of industry firsts. Whether that meant launching the revolutionary Apple Macintosh via the now-legendary “1984” commercial, inviting consumers to experience travel in a whole new way for Airbnb, keeping the crazy Energizer bunny going and going, fueling the Gatorade brand with its “Win from Within” philosophy, or refreshing the world with Pepsi, over the course of five decades, TBWA\Chiat\Day has become one of the most prolific ghostwriters of brand storytelling.
TBWA is The Disruption® Company: the cultural engine for 21st-century business. Named one of the World’s Most Innovative Companies by Fast Company and Adweek’s 2018 Global Agency of the Year, we create disruptive ideas that locate and involve brands in culture, giving them a larger share of the future. Our collective has 11,300 creative minds across 275 offices in 95 countries, and also includes brands such as Auditoire, Digital Arts Network (DAN), eg+ worldwide, GMR, The Integer Group®, TBWA\Media Arts Lab, TBWA\WorldHealth and TRO. Global clients include adidas, Apple, Gatorade, Henkel, Hilton Hotels, McDonald’s, Michelin, Nissan and Singapore Airlines. Follow us on Twitter, LinkedIn and Instagram, and like us on Facebook. TBWA is part of Omnicom Group (NYSE: OMC)
Safe Harbor Statement
This press release contains or may contain “forward-looking statements” within the meaning of the federal securities laws, including statements concerning anticipated future events and expectations that are not historical facts. These forward-looking statements are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. The forward-looking statements in this document reflect management’s best judgment at the time they are made, but all such statements are subject to numerous risks and uncertainties, which could cause actual results to differ materially from those expressed in or implied by the statements herein. Such forward-looking statements are often identified herein by use of words including, but not limited to, “may,” “believe,” “project,” “forecast,” “expect,” “estimate,” “anticipate,” and “plan.” In addition, the following factors could affect the Company’s actual results and cause such results to differ materially from those expressed in forward-looking statements. These factors include the continued ability of the Company to implement its strategy, priorities and initiatives; our ability to attract, train and retain talented stylists; financial performance of our franchisees; acceleration of sale of certain salons to franchisees; The Beautiful Group's ability to transition and operate its salons successfully, as well as maintain adequate working capital; the ability of the Company to maintain a satisfactory relationship with Walmart; marketing efforts to drive traffic; changes in regulatory and statutory laws including increases in minimum wages; our ability to maintain and enhance the value of our brands; premature termination of agreements with our franchisees; our ability to manage cyber threats and protect the security of sensitive information about our guests, employees, vendors or Company information; reliance on information technology systems; reliance on external vendors; competition within the personal hair care industry; changes in tax exposure; changes in healthcare; changes in interest rates and foreign currency exchange rates; failure to standardize operating processes across brands; consumer shopping trends and changes in manufacturer distribution channels; financial performance of Empire Education Group; the continued ability of the Company to implement cost reduction initiatives; compliance with debt covenants; changes in economic conditions; changes in consumer tastes and fashion trends; exposure to uninsured or unidentified risks; ability to attract and retain key management personnel; reliance on our management team and other key personnel or other factors not listed above. Additional information concerning potential factors that could affect future financial results is set forth in the Company’s Annual Report on Form 10-K for the year ended June 30, 2018. We undertake no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events or otherwise. However, your attention is directed to any further disclosures made in our subsequent annual and periodic reports filed or furnished with the SEC on Forms 10-K, 10-Q and 8-K and Proxy Statements on Schedule 14A.
SOURCE Regis Corporation