"Real Smart Hair" profiles dads, coaches and
baristas, whose selection of the original value salon is an
extension of their day-to-day behavior
MINNEAPOLIS, July 18,
2023 /PRNewswire/ -- Supercuts®, the original
value salon, launched a new brand campaign that asks, could
millions of logical people be wrong? Titled "Real Smart Hair," the
campaign celebrates the real people who make the smart decision to
get their hair cut and styled at Supercuts.
"No matter what or who you are, you belong
at Supercuts and you deserve to look your best."
Created with the brand navigation agency Rise and Shine and
Partners, Real Smart Hair uses realism to reinforce the
dependability of Supercuts salons and the millions of guests who
visit them. The cross-channel campaign focuses on portraits of
archetypal dads, coaches and baristas, including a series of films
that parallel the habits of each group—like a dad's propensity to
buy four pairs of the same shorts—with the logic behind their
respective selections of Supercuts.
"Haircuts are acts of trust, so our advertising needs to be as
believable as it is fun," said John
Davi, Chief Digital Officer at Regis Corporation. "Rather
than relying on hyperbole, this campaign honestly points to the
millions of real, smart people who trust Supercuts. No matter what
or who you are, you belong at Supercuts and you deserve to look
your best. It's our privilege to help so many people do that every
day."
All of the talent featured in the new campaign had their looks
crafted by Supercuts Artistic Directors—who manage the brand's
ongoing and proprietary technical training for its thousands of
stylists—and by select stylists from local Supercuts. The expertise
of these highly trained stylists, as well as elevated finishing
touches like the signature Hot Towel Refresher®, are hallmarks of
every Supercuts walk-in experience, with services that include far
more than just haircuts, among them color services, shampoo and
conditioning treatments, and beard trims.
The new campaign will launch nationwide on July 8, across TV, digital, social and audio
channels, as well as Supercuts-owned channels and salon locations
in the US and Canada.
"Our clients asked us to boldly represent who they are and who
they stand for," said Matt Burgess,
Chief Creative Officer at Rise and Shine. "We took that as an
opportunity to make work that hits at the shared logic of so many
people. Millions and millions of people."
For more information on Supercuts, or to find one of its 2,200
no-appointment-required salons across the country, visit
Supercuts.com.
About Supercuts
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 targets guests who want their hair
cut, colored, or styled for 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 Rise and Shine and Partners
Minneapolis-based Rise and
Shine and Partners is an independent, full-service strategic
branding and creative agency. The agency has a 15-year pedigree of
navigating ambitious brands through complex marketing challenges,
with national and international acclaim including its recognition
as "Best Small Agency in the U.S." by the American Association of
Advertising Agencies. Learn more
at riseandshineandpartners.com.
Media Contact: Anna Torrez
Phone Number: 612.351.8313
Email: anna@media-minefield.com
Website: supercuts.com
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SOURCE Supercuts; Rise and Shine and Partners
