CHALLENGE

The current audience that Supercuts is targeting to is into the whole ‘salon experience’ and they demand the high quality that come from those type of salons. Supercuts specializes in quick, simple hair cuts and they do just that well. Due to current advertising, they are are currently over promising that they can do these edgy, complicated colors and cuts for fast, super cheap prices. They need to target people who can appreciate quality products being used to on their hair, but who want a simple, quick, non-gossip-filled appointment.

TARGET AUDIENCE

Men and Women, 24-35 years old, $50k+ HHI.
The target audience looks at haircuts as a necessity, not something that needs to take too much time. They mainly use Facebook and Pinterest, and rarely post anything too personal for the world to see. They’re hard to please, but once they’re loyal to a brand or service, they’re usually loyal for life.

Consider this:

“The customer views Supercuts like a store that sells socks. The target audience is there because they need socks. They don’t want socks. They view them as a necessity. They don’t need a sales person to consult them as to the right color to match their shoes or outfits. They don’t need an explanation as to how the sock height makes their calves look skinner. They just want socks. And they want just the cut.”

TRUEST THING ABOUT THE BRAND

Supercuts excels at simple, basic hair cuts.

INSIGHT

+ The older millennials who go to Supercuts don’t want to be there for a long time and have their time wasted. They just want their haircut and to be out of there.

+ The target audience loves coupons and saving money. They'll hunt for a bargain.

IDEA

Sell Supercuts like a product. Eliminate the ‘salon experience’.

TEAM

Alexa Skoulis - Account Planner + Copywriter (social media + tagline)

Ariel Mael - Art Director

Kinda Loughran - Copywriter (print ads)

* This is work that I did while at SCAD.

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