TIGI Copyright Colour Turning technical credibility into commercial growth
Challenge
TIGI had strong creative credibility with professional stylists, but its colour portfolio needed greater commercial momentum and a clearer role within the wider professional haircare business.
The opportunity was to strengthen B2B technical authority with salons and colourists, while accelerating innovation, modernising the portfolio and creating a more commercially relevant proposition around professional colour.
Bartholomew was brought in to lead the global growth agenda for Copyright Colour, combining brand strategy with first-hand technical expertise from his earlier career as a hairdresser and colour specialist.
TIGI COPYRIGHT COLOUR BEFORE
TIGI COPYRIGHT COLOUR AFTER
Action
Rebuild the innovation pipeline
Developed and launched a series of new products and formats, including Age Denied, a rejuvenating permanent hair colour range designed around an underserved professional need.
Elevate technical credibility
Used deep professional hair and colour expertise to ensure innovation was credible with stylists, not just attractive from a marketing perspective — strengthening TIGI’s authority with its B2B salon audience.
Transform the portfolio
Reworked the global colour proposition to complement TIGI’s professional haircare and salon treatment ranges, creating a more coherent portfolio and stronger commercial role for colour.
Build demand beyond product
Developed the global e-commerce master-brand toolkit and built social infrastructure from the ground up, helping expand the brand’s reach and engagement with professional audiences.
Results
The transformation delivered clear commercial momentum across innovation, renovation and brand engagement.
34% incremental turnover from NPD and new formats.
+25% sales from hero-product renovation.
+11% profit improvement on the renovated hero product.
+460% organic social growth in 12 months.
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