The Background: Supercuts commitment to training, customer service and attention to detail sets the brand apart from other value chain salons. They came to us to help change the perception of the brand.

The Challenge: The value chain salon, or "chop shop" as they are charmingly referred to are indistinguishable. They are quick. They are cheap. They are about convenience and all of these things tend to result in a not so stellar hair cut. 

The Research: Secondary and competitive analysis. Focus groups with men and women who are Supercuts customers. What does it say about someone? How does Supercuts fit into your everyday life? Is there a ritual? Is it a necessary evil? (In partnership with PSB Research)

The Discovery: A haircut is not the main event for Supercuts customers. It is another box they have to check off. It isn't something they plan for it is something they fit in. They want a salon that focuses on getting them back to their life, because what happens next is what really matters.

The Strategy: Supercuts gets you back to your life.

Thanks to: Derek Pletch - GCD, Matt Burgess - Creative Director, Meredith Abbot - Art Director, Julie Hagemann - Account Lead, Henni Iwarsson - Producer