Your Hair is Our Passion

 tag 10:09 am on January 9, 2018
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TORONTO (January 9, 2018) – tag, First Choice Haircutters’ (FCH) longstanding AOR, has developed an extension of the “You Belong Here” campaign that shifts focus from consumers to stylists. The campaign personifies the emotional and functional benefits associated with the FCH brand: community, comfort and quality.

Research revealed that FCH guests value the personal connections they form with their stylists, because it provides them with a sense of belonging. For this campaign, tag spotlights real stylists in a series of 15 and 30-second testimonial-style videos to convey their heartfelt opinions about what it means to be part of FCH.

“We leveraged an emotional ‘behind the chair’ perspective to communicate stylists’ dedication to their craft, their guests and their communities, all of which establish trust amongst guests,” says Danica Wolch, Director of Client Services at tag. “Additionally, we hope the stories shared by stylists – fueled by their loyalty and the support they receive from their managers, peers and the FCH brand – will inspire others looking to join the FCH community.”

Athena Kalkanis, Brand Director at First Choice Haircutters, adds, “When you love your job, it shows. We uncovered this sentiment in the second wave of the campaign, looking through the lenses of our FCH stylists who value the internal salon support system and thrive off of making guests look and feel their best. This campaign validates how the FCH brand essence of community, comfort, and quality sets us apart from other brands”.

The campaign launches January 9, 2018 and will be supported by print, TV, OOH, online video, social media. This commercial will be prominently featured during the Super Bowl on February 4th on Global TV across most Canadian markets.


About tag
tag is an award winning marketing and advertising firm that has been helping brands realize their full potential since 1995. Agencies in the tag network include tag, tag franchise, tag enterprise and tag media. Each agency in the tag network is uniquely positioned and staffed with a fully integrated suite of disciplines offering expertise in advertising, communications, branding, marketing, promotions, digital, social media, franchise, B2C, B2B, media, public relations, strategy and communications planning. The firm is headquartered in Toronto, Ontario. 

About First Choice Haircutters
First Choice Haircutters ( strives to offer professional hair-care for the value conscious family-minded guests in bright, friendly neighbourhood and open-air centers. With over 400 salons across North America and a no-appointment necessary philosophy, First Choice Haircutters is a full-service salon providing its guests an array of quality services, with skilled and trained stylists all at a great value.

About Regis Corporation

Regis Corporation (NYSE:RGS) is a leader in beauty salons and cosmetology education. As of September 30, 2017, the Company owned, franchised or held ownership interests in 8,944 worldwide locations. Regis’ corporate and franchised locations operate under concepts such as Supercuts, SmartStyle, MasterCuts, Regis Salons, Sassoon Salon, Cost Cutters, Roosters and First Choice Haircutters. For additional information about the company please visit

For further information, please contact:
Chloe Lackman
Marketing Manager, tag
905 940 1948 x 238

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Philips Logo, FCH Logo and Ricoh Logo

These brands achieved double digit growth by working with tag's truthology platform.

Sign up for our FREE truthology workshop and get on your way to achieving great results like these*

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