Your face is what it is, your haircut is what we do. Toni&Guy notoriety is a fact, Let's try and consider the client as a model.

This ad concept is designed to take place in nightclubs toilets, where girls spend time looking themselves, taking pictures, working on their image more than pissing. Most of T&G's competitors build their communication on an image of the woman wich only exists in magazines or fashion shows, forgetting that the target they have to deal with is made of "ordinary people". Consequently, consumers buy a face on a magazine instead of a haircut, digging that way a gap between promesse and result.