HUL L.I.M.

E 12: Stage 1 Submission

HUL Brand that you have picked up: TONY&GUY
1. TARGET AUDIENCE AND THEIR PROBLEMS (75 words)
Selected Target audience:
• Age - 26
• Working Professional.
• Regular visitor to Salons (Pre-Covid), stopped due to hygiene concerns.
• Currently self-grooming at home.
• Discontented with self-haircut.
• More time spent on social media in lockdown.
We conducted in-depth consumer immersions through video with ten working professionals of age
20-29. 
Nine people prefer not to visit Salons after their reopening. In that:
• Four don’t trust Salon safety precautions,
• Two don’t trust nearby crowd,
• Three live in contaminated zones.

2. HOW BIG IS THIS PROBLEM & WHY IS IT CRITICAL? (75 words)

The problem of visiting Salons like before is because of the COVID pandemic, people’s fear of
catching the virus and trust issues with Salons safety precautions. They are waiting for the 100%
recovery of every infected person and then only they’ll think of visiting salons at a normal rate.

Now Salon business is in a huge decline and people are willing to be in discontent with self-
grooming rather than getting a haircut by professionals.

3. COMMUNICATION CHALLENGE (100 words)

• As salon services require close contact with people, the target audience is hesitant in visiting
salons.
• The target audience feels safe in self-groom, however, are discontented.
• Ideal mindset: Pandemic is here to stay, however, it should not be in the way of your happiness
and confidence which hair-care gives while keeping the at most hygiene safety.
• Desired behavior: customers are non-hesitant in visiting the salon as they are convinced of the
safety provided at the salon.
• The singular most important point I want to convince my target audience is, customers should
completely trust the hygiene safety provided in the salon.

4. CONSUMER INSIGHT (50 words)

• There is less awareness among the target audience regarding all the precautions taken by the
salons to ensure the safety of the visitors. This gap in awareness needs to be communicated
through the campaign idea. 
• Customers are less satisfied by the grooming done at home as they are not professionals.

5. CAMPAIGN IDEA (50 words)

The main idea which needs to be communicated in the campaign showing the detailed precautions
taken by the hair salon from the start of the customers’ entry till exit. Also, to spread happiness and
confidence which customer exudes through a professional haircut by launching a separate
campaign.

6. CAMPAIGN AMPLIFICATION (Including partnerships & Associations) (100 words)

• As the selected cohort has high social media consumption, Facebook and Instagram paid ads
would be instrumental in delivering the video content about the safety measures taken.
• Starting a campaign where customers can upload selfies at a selfie station with the
#haricutforhappiness on social media.
• Partnerships with the lifebuoy would strengthen the campaign towards a more hygienic approach
to Toni & Guy. The ads can have “Protected by Lifebuoy” logo. (All the sanitization products will
be from Lifebuoy)
• The Toni & Guy logo can be re-edited to be wearing a mask now, which communicates that
hygiene safety is being considered.

CAMPUS: Symbiosis Institute of Management

TEAM NAME: MACELLUM TRIBUS
Studies, Pune (SIMS Pune)
TEAM MEMBERS: Adnan Raza Khan, Abhishek Kumar, Tushar Singh