the truth:

After a salon visit, consumers have a greatly improved disposition.

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the plan:

Develop a campaign that captures the positive emotional experience guests have in a First Choice Haircutters salon, while simultaneously owning the territory that a 'new look' has in the ability to shift ones mood. By understanding how loyalty is deeply rooted in experience, this campaign supports the brand's communication positioning: "FCH brings out the best version of yourself" and manifest's itself through the "Happy Looks Good on You" tagline.

i. There’s a happier you. You just gotta chase it!

ii. Let’s reflect on your happiness.

iii. Sit down and smile a while.

iv. That good feeling is everywhere.

v. Make a great impression on yourself.