PHD Group launches Brit hair legacy brand in NZ

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British salon brand TONI&GUY arrives in New Zealand this week, and PHD Group’s integrated launch campaign is ensuring the hairstyling product range lands in the hands of fashion front-runners, showcasing the brand’s fashion roots and positioning hair as the new fashion instigator.

Connected specialists across PHD Group’s three business divisions – Spark PHD, PHDIQ and Spark PR & Activate – have worked together with TONI&GUY to launch the brand via multi-channel partnerships with leading names in New Zealand fashion.

Targeting NZ’s discerning early-adopter audience, PHD Group has partnered with fashion bible Viva to celebrate the Best of British through TONI&GUY’s fashion lens.  Spark PR & Activate took the editorial team to London Fashion Week for exclusive access to leading designers’ shows, developing branded content that seamlessly integrates with Viva’s LONDON: The Insiders’ Guide issue and online content series out this week.

The Insiders’ Guide content is housed within a TONI&GUY branded hub on Viva’s new website, where exclusive Best of British content will be uploaded every week for six weeks, encouraging and inspiring Kiwis to follow the brand’s style mission: create your look from the hair down.

To further reach NZ’s fashion-forward audience PHD Group partnered with fashion retailers Superette, Zoe & Morgan and P I A to create Kiwi representations of TONI&GUY’s looks.  Styling products from each range (Casual, Creative and Glamour) were paired with the retailer they best reflect.  The locally-created looks will live in-store, via retailers’ channels and in magazine, online and OOH ad content. Before hitting supermarkets in May, Superette and P I A will offer an exclusive gift with purchase of TONI&GUY’s styling range.

“To ensure we landed TONI&GUY in the right way we recognised the importance of partnering with brands that reflect TONI&GUY’s super premium positioning and, in doing so, connecting with our trendsetting and style-leading audience,” said Abby Parkin, media director at Spark PHD. “Our multi-tiered launch strategy was developed and executed collaboratively between Spark PHD, PHDIQ, and Spark PR & Activate, utilising each team’s specialist skillsets.”

Mineli Gagliano, senior brand manager at Unilever, said: “We are delighted to bring TONI&GUY to New Zealand, particularly given the country’s strong presence on the global fashion stage. We’re hugely excited by the launch campaign’s direction, and we feel the team at PHD Group nailed it with its insight-led strategy.”

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