TIGI: Xmas 2014

This case study describes a Christmas campaign by Tigi, the Unilever-owned hair product brand, that increased sales eight-fold, and saw a 12% decrease in production costs globally.

TIGI: Xmas 2014

Campaign details

Category name: Personal goodsAgency: Casa RexAdvertiser: Unilever

Executive summary

TIGI sprung into the premium hair market in 2003 when Anthony Mascolo, part of an Italian family with a long and rich history of hairdressing, parted ways with his co-founders of Toni&Guy to form his own range of salon quality products. Sold only to and through salons, and conceived to represent the 'liquid tools' that Anthony used to produce his creations, the TIGI product range quickly cemented its place in the premium hair care marketplace by remaining faithful to its core goals to constantly...

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