TONI&GUY is a household name in outstanding hairdressing worldwide, currently operating in over 40 different countries. From the sweeping streets of London to fast-evolving island of Malta, the creativity and passion that is the driving force of the TONI&GUY brand has seen exponential growth, from international accolades to local charity work to a permanent place at London Fashion Week.
TONI&GUY Malta started off as a single salon in 1994, but soon this local branch of the franchise took off in all directions growing to five salons and receiving awards and recognition for its work in reviving and re-styling the local fashion industry, from magazines to TV shows, fashion shows and more.
In 2013, TONI&GUY Malta’s artistic team began searching for an innovative new way to promote the company locally whilst involving its clients in a direct and creative approach. The aim was to boost their social media activity and to further expand their clientele across the islands.
Seeking the marketing advice of Zheta International, who had been managing the company’s website and social media for a number of years, the ‘Be the Look’ Competition was founded. The brief: to encourage models of all levels of expertise living in Malta to submit their unique styles and personalities through photos on TONI&GUY Malta’s Facebook page. Two winners would then be chosen each month to take part in a complete fashion shoot for the brand throughout 2013, with the final winners to be announced in 2014.
As the driving force behind the competition, Zheta International was actively involved in this competition at all levels, from the initial promoting of the competition on Facebook to creating promotional flyers, posters and stands to overseeing the fashion shoots directly.
Since the start of the competition TONI&GUY Malta’s Facebook page has increased by over 3,000 users, and this year the Malta franchise was privileged to earn a place in the prestigious TONI&GUY Lowdown Yearbook 2013 for the first time. This publication featured the TONI&GUY Malta Be the Look competition and was distributed to each of the world’s 422 salons in 42 different countries.