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First Choice Haircutters breaks new campaign

Hair care chain First Choice Haircutters has begun a new marketing campaign focusing on the way a new look can enhance a person's mood. Developed by Tag of Toronto, consists of two 30-second television commercials accompanied by out-of-home, radio, in-store, direct and online advertising, as well as social media activities. The creative makes use of the tagline, "Happy Looks Good on You."

"There has always been extremely positive equity in the FCH brand, which has been amplified by the brand work we have accomplished with them since 2010," said Matt Orlando, CEO of Tag. "That said, the expectation within the affordable hair care category has been raised significantly so we knew we had to create a campaign that was not only rooted in the truth about how guests feel about FCH, but one that also communicated their positive sentiment when interacting with the brand. In short, it was all about FCH's ability to make people feel happy."

First Choice Haircutters is a subsidiary of the Regis Corporation.

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