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Creative Brief

OUR BRAND

About

www.acutabove.com.my

A household name

Our stylists are widely known for their expertise and experience in the industry. With affordable pricing, professional service, house calls for special events, kiddie corners, make-up, professional hair styling tools and products, manicures, and pedicures, A Cut Above is your one-stop beauty and style salon.

Hairstyling excellence

At its core, A Cut Above is all about a drive to excel and to be the best. Step into our salon and you’ll enjoy the best we have to offer in professionalism, skills, products, and equipment. It’s a combination of services that’s been carefully crafted over 30 years, set to high standards and even higher ideals.

 

Setting the bar

As the premier salon in Malaysia, our standards are widely regarded as a benchmark. Till today, our founder Winnie Loo remains the only Malaysian to be honored with the World Master of the Craft title, awarded by the Arts & Fashion Group of New York, for excellence and effort in upgrading standards in the hair industry.

 

The talk of the town

You can find a branch at the hotspots where beauty, fashion, and lifestyle converge. Bangsar Shopping Centre, Bangsar Village II, Mid-Valley Megamall, Sunway Pyramid Shopping Centre, and Parkson Pavilion just to name a few to a long list.

 

Keeping it up

Having helped shape the local hairdressing scene, you can be sure that we constantly strive to maintain excellent standards. For many, a visit to A Cut Above enables them to retreat into a cozy and pampering environment, away from the hustle and bustle of their daily lives. Visit us today to experience our quality treatment and indulge in a feel-good session.

 

Company’s Aim

At its core, A Cut Above is all about a drive to excel and to be the best. Step into our salon and you’ll enjoy the best we have to offer in professionalism, skills, products, and equipment. It’s a combination of services that’s been carefully crafted over 30 years, set to high standards and even higher ideals.

 

Location Outlets

1. Bangsar Shopping Centre

S128 2nd Floor,

Bangsar Shopping Centre, 285 Jalan Maarof, 59000 Kuala Lumpur,

Malaysia

2. Mid Valley Megamall

S054 2nd Floor,

Mid Valley Megamall, Mid Valley City, Lingkaran Syed Putra, 59200, Kuala Lumpur, Malaysia

3. Bangsar Village II

1F-32 1st Floor, Bangsar Village II,

No. 2 Jalan Telawi Satu, Bangsar Baru, 59100 Kuala Lumpur,

Malaysia

4. Sunway Pyramid

G1.110 Ground Floor, Sunway Pyramid,

No.3, Jalan PJS 11/15 Bandar Sunway, 46150, Petaling Jaya,

Malaysia

5. Parkson Pavilion

Level 4 Pavilion Kuala Lumpur,

168 Jalan Bukit Bintang, 55100 Kuala Lumpur,

Malaysia

The Group’s other business/service company

The birth of Restyle is another of the group’s ambitions in combining beauty, wellness, and environment to fulfill the ever-changing needs of our local consumers especially those young at heart. Restyle+ is the extension of the company’s creative vision to delivering beauty from the inside out.

 

History

Four decades of excellence

Started by husband and wife team Winnie Loo and Richard Teo, A Cut Above has gone from a humble 428 square feet salon to a household name in the hairstyling industry. Since 1979, the company has grown into Malaysia’s more premier group of salons with an established hairdressing academy. They are definitely one of KL’s best hair salons.

In touch with the industry

Our salons have been on the A-list of fashion houses, modeling agencies, and media outlets to provide hair and make-up services. Fashion shows, cover shots of prestigious magazines, beauty pageants and cosmetic houses have sought after the reliable skills that only A Cut Above stylists have.

World-class skill at your service

Our stylists are known for their expertise and experience, setting the standards in the hairstyling industry. A brand that is true to its name, A Cut Above delivers outstanding services at affordable prices, while continuously pursuing betterment in every way.

 

SWOT Analysis

Strengths

  • an abundant clientele list is a sign of successful marketing,

  • good operations

  • strong client management

  • a well-trained team

  • a high traffic location

Weaknesses

  • register receipts

  • lack of proper stylist training

  • poor customer care can hinder the hair salon's income, but still not limit it

  • lack of inventory

  • wrong location with limited space and parking.

 

Opportunities

  • introducing new hairstyles and styling methods

  • introducing new product lines and brands in the salon's inventory

  • attracting a new client market.

 

Threats

  • customer base may be threatened by a new hair salon that enters the area

  • cannot force the new hair salon to move, you can create new strategies to counteract the competition, retain your customer base and bring in new customers. These might include introducing new styles, providing new promotions and specials, and promoting the salon's customer benefits.

 

Unique Selling Proposition (USP)

  • their expertise and experience in the industry

  • With affordable pricing, professional service, house calls for special events, kiddie corners, make-up, professional hair styling tools and products, manicures, and pedicures

  • one-stop beauty and style salon.

OUR CONSUMER

Problem Statement

Young Adults are now very particular on daily trends which is hairstyles with layered hair, korean bangs, short and long wolfcut and hair extensions

 

Advertising Objective

To help these young adults to have their desired hairstyles to fulfil their fashion outlook.

 

Consumer Insights

We will gather pieces of information by creating a survey form to connect with the students to have a better understanding and feedback about their choice of answer.

Survey Questions

  1. How old are you?

    • 15 - 20

    • 21 - 25

  2. What hairstyle genre do you prefer most?

    • Cute/Petite

    • RockStar

    • British

    • Korean/Japanese

  3. When was your last haircut?

    • A week ago
    • A month ago

    • A year ago

  4. ​Do you like Anime/Kpop Hairstyles?

    • Yes
    • No

  5. Have you gotten hair loss?

    • Yes
    • No

Solution

Aesthetically pleasing as right now Korean and Japanese styles are a hot trend right now

 

Consumer Proposition

Accessibility, Innovation, Customization, and Brand/Status

 

Tone and Manner

  • Friendly orientated

  • Hope and Trust

  • Aesthetic

 

Support

Bringing the best look the customers couldn’t have

Aim

  • To have the customer have a look they are longing for and also deciding to go for a more into the hot trends like Korean and Japanese hairdo now

Campaign Tagline

  • We Cut Above Your Expectations

 

Segmentation

Demographic

  • Ages: 20 - 30  years old

  • Gender: Female and Male

  • Occupation: City-Dwellers - rent homes, apartments, have jobs in creative and social services fields

  • Location: Urban areas - city dwellers

  • Income: RM1500 - RM3000

 

Psychographic 

  1. Hobbies/Interest: Kpop/Anime Geeks, Bookworm, attend music events, passionate, improving humanity, helping others in need

  2. Personality/Lifestyle: Health-conscious, Stylish, College-educated

 

Target Market

  • Upper Niche Market

  • Middle and Upper-class people living in sub and urban areas

  • High self-esteem but health-conscious, caring

 

Positioning

Promotion

  • Advertising - Digital Billboard, Flyers, Display ads on Google, social media (IG, FB). Site Banner

  • Public Relation: get sponsorship for social media influencers

 

Price

  • Price skimming: to make a higher profit and recoup research and development costs to donate a lump sum of amount to the breast cancer organization

Place

  • Suburban / Urban Areas

Product

  • USP (Unique Selling Proposition): Kpop/Anime Haircut

Execution

The concept of our campaign is to promote A Cut Above having their customers get a look they are longing for and also deciding to go for a more into the hot trends like Korean and Japanese hairdo now.

Billboard

Billboard.jpg

This billboard is advertised as it is great exposure to the public as this medium is huge and eye-catching for passersby. It targets a large and diverse market.  It also targets the middle and upper classes. We illustrated in a webtoon style concept. Webtoon has been very well-known among the teens now so it is a great way to have that style for A Cut Above on the character hairstyle glow up.

Poster

Poster.jpg

We decided to advertise on the poster and added 4 characters with different hairstyles to show that A Cut Above has a variety of options because it can be published in the train station and the convenience store. Therefore, it can be reached to our targeted audience. 

Online Banner

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The online banner will be a great way to advertise to our target audience because people who do research or read articles can encounter seeing the A Cut Above Ad while scrolling through the internet.

Social Media - Instagram

Social - IG.jpg

Social Media - Facebook

Social - FB.jpg

Social media sponsored ads are a great exposure these days so that we can connect with our target audience easily within this platform.

Magazine

Magazine.jpg

Magazine content is more likely to be trusted by the reader as they have picked out the magazine for themselves. Because of this, readers will also spend time reading through the advertisements and are more likely to trust their credibility. We decided to have a magazine ad because magazines are very popular in the Salon area as consumers read magazines while their hair is being trimmed or cut.

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