Member Media Release: First Choice Haircutters wants your face!

January 7, 2016 Facebook Twitter LinkedIn Google+ CFA Member Profiles & Press Releases


Toronto, ON (January 5, 2016) – Based on the success of the inaugural campaign in 2012, First Choice Haircutters has re-launched its second “Be the Face of FCH” campaign; an online-based national casting call, in search of 10 models to appear in the next First Choice Haircutters advertising campaign. The campaign is developed and managed by tag, FCH’s long standing AOR.

Ten grand prize winners will be flown to Montreal for a professional photo shoot, where they will receive a complete hair makeover, professional model training and have a photo session with a fashion photographer. The images will then be used in FCH’s upcoming 2017 national advertising campaign. “We’re thrilled to launch this campaign in 2016. Be the Face thrived in 2012 with partial online engagement; this year, we can’t wait to capitalize on the exponential growth of First Choice Haircutters’ social platforms to spread awareness of the campaign while motivating guests to enter and vote. Our ultimate goal is to continue to shift consumer perceptions of First Choice Haircutters, by building affinity through the opportunity to represent as the next “face” of the brand,” says Danica Wolch, Director of Client Services, tag.
“Be the Face appeals to guests of all ages – existing and new – while simultaneously highlighting the talent of our stylists from First Choice Haircutters salons across North America. We know our potential for success is unlimited, so we can’t wait for the journey to begin!” says Athena Kalkanis, Brand Director, First Choice Haircutters.

To register, consumers must upload a current photo to, and answer the question “Why should I ‘Be The Face of FCH’?” A panel of judges including renowned photographer George Pimental, and Trend Forecaster Carly Stosjic, will help narrow down the entries to the top 50 finalists in March 2016.
Entries will be accepted from January 4 – February 28, 2016. On March 28, 2015, voting opens to the public on, for the top 10 finalists to be selected by popular vote. The campaign will be supported by national television, print, online and social media. Applicants can enter online at

Contest voting closes May 15, 2016 and the top 10 winning “Be The Face” candidates will be announced by June 2016 on,, and First Choice Haircutters social platforms.

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 centres. With over 435 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
Regis Corporation (NYSE:RGS) is a leader in beauty salons and cosmetology education. As of September 30, 2015, the Company owned, franchised or held ownership interests in 9,564 worldwide locations. Regis’ corporate and franchised locations operate under concepts such as Supercuts, SmartStyle, MasterCuts, Regis Salons, Sassoon Salon, Cost Cutters and First Choice Haircutters. Regis maintains ownership interests in Empire Education Group in the U.S. and the MY Style concepts in Japan. For additional information about the Company, please
For further information, please contact:
Danica Wolch
Director of Client Services
905 940 1948 X 203

Canadian Franchise Association