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TONI&GUY HISTORY

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HISTORY A

DATE CREATIVE VIDEO/DVD COLLECTIONS DATE PUBLICATIONS

1976 Hair at TONI&GUY

1978 Hair Moda

1979 Alta Hair Moda

1980 A Step Beyond

1981 Artwork

1982 In Focus

1983 Montage

1984 Piece by Piece

1985 Athletico 1985 Construction

1986 Crescent 1986 Portfolio

1987 Coterie/Sihouette 1987 Anthony Mascolo

1988 Primary/Panda 1988 Insight

1989 Lifestyle 1989 Profile

1990 White/Gloss Concept 1990 Cosmetology USA

1991 Westwood/Bike 1991 Collections

1992 Transient 1992 Fashion

1993 Academy/Estetica 1993 Progression

1994 Graphic/Alliance Meridian/Beach 1994 Total Concept

1995 Ecclectic/essensuals/Classic Cuts 1995 Classic Cuts

1996 Cuts with Perspective/Colour with Attitude 1996 Colour with Attitude/Cuts with Perspective

1997 RAW 1997 Raw

1998 On the Edge 1998 On the Edge

1999 Neoteric Y2K 1999 Evolution/Revolution

2000 Zero Zero 2000 Zero Zero

2001 Hair Fusion/Classic Cuts 2 2001 Hair Fusion/Classic Cuts 2

2002 Deconstruction 2002 Deconstruction

2003 Chromatic 2003 Pure Hair Chromatic

2004 Synchronise 2004 Synchronise

2005 Identity 2005 Identity

2006 Expressionism/Future Classics 2006 Expressionism/Future Classics

2007 Kaizen 2007 Kaizen

2008 Flux 2008 Flux

2009 Interactive 2009 Collections 09/10

2010 Project 10 2010 LOOK BOOK

2011 ALIGNMENT 2011 LOOK BOOK

2012 ARTELIER 2012 LOOK BOOK

2013 50/50 2013 LOOK BOOK/The History Book

2014 LEXICON/Future Foundation 2014 LOOK BOOK/Future Foundation

2015 SOCIALIZED 2015 LOOK BOOK

2016 DUALITY 2016 LOOK BOOK

HISTORYTONI&GUY

COLLECTIONS AND PUBLICATIONS

160

HISTORY A

HISTORYTONI&GUY

COLLECTIONS AND PUBLICATIONS

1976 1977 1978 1979 1980

1981 1982 1983 1984 1985

1986 1987 1988 1989 1991

1993 1994 1995 1996

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HISTORY A

HISTORYTONI&GUY

COLLECTIONS AND PUBLICATIONS

1997

2001

2009

2002

2010

2003

2010 DVD

2004

2005 2006 2007 2008

1998 1999 2000

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LONDON FASHION WEEK COLLECTION

THE LATEST CREATIVE COLLECTION, SOCIALIZED, IS AN INTERPRETATION OF GLOBAL CREATIVE DIRECTOR SACHA MASCOLO-TARBUCK’S CREATIVE VISION, BY THE

INTERNATIONAL ARTISTIC TEAM AND PRESENTED IN 10 DEFINITIVE ADVANCED CUT AND COLOUR TECHNIQUES.

The eight women’s cuts and colours and two men’s cuts are more dynamic than ever. Using label.m throughout, the styles range from longer lengths with distressed textures, punctuated by overgrown eye skimming fringes to short graphic shapes featuring techniques like tight skin fades,

strong angled disconnections and serrated graduations.Colour makes a statement with a palette of saturated retro red, electric violet, sunset purple and dramatic high contrast such as warm

white juxtaposed with pewter to heighten or compliment each style. Reflective of TONI&GUY’s unique position as Official Sponsor to London Fashion Week, SOCIALIZED presents four runway-to-client techniques,

recreated by key members of the TONI&GUY Session Team.

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EDUCATION COLLECTION 2015-2016LANGUAGE : ENGLISH SUBTITLES : FRENCH/SPANISH/GERMAN/ITALIAN/JAPANESE REGION : ALL ASPECT RATIO : 16:9 All rights in this DVD are reserved and it is strictly prohibited to use this DVD other than for private viewing in the home. EV2011 EV2012 EV2013 All material on this DVD is subject to copyright. Reproduction in whole or part is strictly prohibited. © TONI&GUY 2015

“TONI&GUY” is a trading name of Mascolo Ltd. Package design by Mascolo Design, 58-60 Stamford Street, London SE1 9LX. All Rights Reserved.

5 060059 578627 >

THE SONIC BOOM THE BOHEMIATHE INSTALUXTHE PEARLTHE SORAYA

THE KIDULT THE BRONTETHE BAILEYTHE KROMATHE IKON

THE F8THE MODETTETHE TEDDY GIRLTHE TATAMI

THE SORAYA : CUT : PHILIPP HAUG COLOUR : GEORGIE MATHERS THE PEARL : CUT : RICHARD MANNAH COLOUR : JO O’NEILL THE INSTALUX : CUT : HIDE SAIGA COLOUR : MAKOTO IWAYA THE SONIC BOOM : CUT : KEVIN LUCHMUN THE BOHEMIA : CUT : MARIA GALATI COLOUR : JANE STACEY THE IKON : CUT : DANIELE DE ANGELIS COLOUR : SIOBHAN GOLDEN THE KROMA : CUT : COS SAKKAS COLOUR : NANA GRIES THE BAILEY : CUT : INDIRA SCHAUWECKER COLOUR : FRANCESCO FONTANA THE KIDULT : CUT : ART TEAMTHE BRONTE : CUT : MATTIA ESPOSITO COLOUR : JAYSON GRAYTHE TATAMI : SILJE VINCENT THE TEDDY GIRL : JON WILSDONTHE MODETTE : CHIE SATO THE F8 : EFI DAVIES

ART DIRECTION : SACHA MASCOLO-TARBUCK, GLOBAL CREATIVE DIRECTOR

579.3 TONM SOCIALIZED DVD Box Outer FIN.indd 1 24/09/2015 11:39

HISTORYTONI&GUY

COLLECTIONS AND PUBLICATIONS

2013

2011 2011 DVD 2012 2012 DVD

2013 2013 DVD 2013

2014 2014 DVD 2014 2014 DVD

2015 2015 DVD 2016 2016 DVD

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HISTORY B

YOUNG TONI & GUY WITH FATHER FRANCESCO MASCOLO

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HISTORYTONI&GUY

HISTORY B

HAVING ARRIVED IN ENGLAND FROM THEIR NATIVE ITALY IN THE 1950’S, THE MASCOLO FAMILY SETTLED IN CLAPHAM, SOUTH LONDON, WITH ELDEST SONS

TONI AND GUY BOTH FOLLOWING THEIR FATHER’S FOOTSTEPS INTO HAIRDRESSING. A CELEBRATED HAIRDRESSER HIMSELF, FRANCESCO MASCOLO HAD TAUGHT ALL OF

HIS SONS TO CUT HAIR FROM AN EARLY AGE AND DESPITE TONI’S INTEREST IN ACADEMIC STUDIES AND A DESIRE TO PURSUE A CAREER IN LAW, HIS MOVE TO LONDON PUT AN END TO THAT DREAM AND TONI BEGAN WORKING AS HIS

FATHER’S ASSISTANT IN A BUSY LONDON SALON.

Toni soon realised how much he enjoyed working as a hairdresser and continued to work alongside his father building a large clientele at Viccari’s salon in Cox street, Mayfair. When this salon was sold,

Francesco secured a place at the award-winning Renato’s in Dover street, where Guy his younger son joined him to fulfill his apprenticeship.

Following three days of unemployment (the only such period in his lifetime), a young Toni Mascolo grew a moustache to create a more ‘mature’ appearance and became the manager of South London salon,

Gerard’s, at just 16. Always keen to better himself, it wasn’t long before Toni moved back to Victoria street, near Westminster, enjoying a high profile clientele and working gruelling

fourteen-hour-long days in an effort to save enough money to buy his mother a house of her own. Meanwhile, Guy moves back to South London where his talent sees him headhunted to join

busy Clapham salon, Cecile Moss.

12th December 1962 saw the tragic loss of their beloved mother and the realisation for Toni and Guy that they would now have to support their father and three younger brothers, the youngest of which,

Anthony, was just five years old.

In 1963 Guy was offered the opportunity to take over the salon where he worked. Despite the huge risk involved, Toni elected to leave his well-paid job in a Central London salon to join his brother

in Clapham, though it would mean abandoning the large, loyal client base he had built.

In January 1963 the first TONI&GUY salon opened its doors and the brothers worked hard to build the business. With a large rent to pay, It was a struggle to survive. Having inherited some busy stylists from the original salon, including a young Pauline O’Donnell (later to be Mascolo, when she marries

Toni in 1970), helped to boost the salon’s business, which quickly gained momentum. The brothers’ early promotional activity included leaflet drops in the local area

advertising their ‘Italian Style’.

A time of extreme change in youth culture, the 1960’s saw an explosion in fashion as attitudes were changing. TONI&GUY offered a unisex service in contrast to the traditional culture of salons and

barbershops that were unable to cope with the new graphic shapes for women and men’s longer styles. By the end of 1964 the salon was fully booked and the brothers realised that they were destined

for bigger things.

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THE VEIL, 1978

HISTORY B

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HISTORY B

THE 70’S MARKED THE EMERGENCE OF THE TONI&GUY NAME IN THE BRITISH NATIONAL PRESS AND TRADE JOURNALS THROUGHOUT EUROPE,

AS WELL AS A MOVE TO LONDON’S FAMOUS WEST END.

Having now successfully launched three growing salons in South London, the brothers recognised they needed to build a strong team to support the growth of the business - instilling in them a shared

philosophy and educating them in the new fashion-led techniques they were creating. However, the South London location was proving to be a challenge when looking to recruit driven team

members or finding publications willing to publish the photographic work they were now starting to produce.

Finding a location in the West end was no easy feat for a couple of young Italian hairdressers without financial backing, but the brothers knew it was a move that they needed to make.

The first Central London salon was established in 1973 and the opening of this base marked a significant turning point for the TONI&GUY brand. Sudden press interest in the Mascolo brothers’

work enabled them to diversify their talents.

Whilst Toni and Guy were based at the salon continuing to build a financially strong business, Bruno and Anthony (the youngest brother) now joined their older brothers, promoting the TONI&GUY

name by focusing on photographic sessions and magazine work. The brothers’ refusal to slavishly follow styles and techniques added a unique twist to their work. Offering clients a stark alternative to the strong geometric styles revolutionising hairdressing at the time, the brothers’ approach was commercial,

feminine and blow-dried with round brushes for a softer finish.

Within two years, the Mayfair salon was fully booked. The original Clapham salon is sold to finance the huge expansion needed to meet demand. Toni returns to the West end to join his brothers –

TONI&GUY had become a destination salon.

The brothers ‘new wave’ approach to cutting and styling hair had become something other hairdressers wanted to learn from, while their shared talent for working with long hair continued to inspire their industry peers. For the first time, the TONI&GUY Artistic Team, including young stylist Pat Stokes

(later know as Mascolo after she marries Anthony in 1986), began to conduct seminars and shows to Packed audiences, touring throughout the world. Always pioneering in their approach,

the brothers realised the potential in recording these live experiences and launched a series of educational videos for hairdressers to learn from, together with the tools needed to

recreate the looks of the era.

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SILHOUETTE, 1987

HISTORY B

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HISTORY B

DURING THE 80’S, THE TONI&GUY ARTISTIC TEAM CONTINUED TO DEVELOP THE DEMAND FOR TONI&GUY EDUCATION, WHICH SAW THEM REGULARLY TRAVELLING

ALL OVER THE WORLD TO SHOWCASE THEIR WORK BY CONDUCTING SHOWS AND SEMINARS.

Long hair work still dominated these exhibitions and through the use of new product innovation like gel, this work progressed towards Avant-Garde hair. This continued to become increasingly complex and

called for a whole range of products to support the team’s creativity. The brothers saw an opportunity to further expand the business : the creation of a hair care range that could reproduce these looks.

In late 1979, the brothers established the TIGI brand. TIGI gel was the first of many products launched, closely followed by TIGI rollers and TIGI scissors. Education was expanding fast and the TONI&GUY

video library continued to support the Artistic Team’s teaching – all underlining the strong commitment the Mascolo brothers had to education.

In 1982 a second london salon was opened in Sloane Square, Chelsea and the first educational base was launched in 1984, with an academy solely dedicated to education,

in St Christopher’s Place, London.In 1985 Bruno moved to America to establish a base in Dallas, Texas with an aim of developing a stateside presence.

The UK operation continued to grow and in the later part of the 80’s, Toni made the pioneering move into franchising. Driven by a desire to keep exceptional staff within the company, Toni offered trusted

hairdressers the opportunity to own their own salon, without having to leave the security of TONI&GUY. The first hairdressing company to expand in this way, by the end of the decade toni had launched salons

in Twickenham, Surrey, followed closely by Brighton, East Sussex and Guildford, Surrey.

Anthony and his wife Pat continued to forge ahead creatively with the 80’s seeing Anthony move into photography, where he began shooting his own work. A departure from only working in front

of the camera, the results saw his images published in numerous magazines, whilst pat wrote and edited the TONI&GUY books. Their combined directional and experimental approach saw them pushing new

boundaries to huge critical acclaim.

By the end of the decade Anthony had won the titles of London, Avant-Garde and British Hairdresser of the Year with the Artistic Team winning Best British Artistic Team twice at the newly

launched British Hairdressing Awards. TONI&GUY was on a high creatively and business was set to boom.

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RAW, 1997

HISTORY B

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HISTORY B

THE START OF THE DECADE SAW THE COMPANY CONTINUING TO DEVELOP ITS TRADITIONAL TEAM AND FAMILY PHILOSOPHY, WITH THE ADDITION OF TONI’S

CHILDREN SACHA AND CHRISTIAN AS FULLY ESTABLISHED MEMBERS OF THE TONI&GUY ARTISTIC TEAM. ANTHONY AND THE ARTISTIC TEAM’S

BRITISH HAIRDRESSING AWARD SUCCESSES IN THE MID-80’S WERE AN INVALUABLE MOTIVATIONAL BOOST FOR THE COMPANY, AND THE PROFILE OF TONI&GUY

CONTINUED TO BUILD WITHIN THE MEDIA. THIS SUCCESS WAS THEN COMPOUNDED BY THE TONI&GUY ARTISTIC TEAM WINNING THE ‘ARTISTIC TEAM OF THE YEAR’

CATEGORY AN UNPRECEDENTED EIGHT TIMES THAT DECADE.

A time of extreme growth, the company’s expansion gathered momentum throughout the 90’s. Thanks to Toni’s successful franchising program, salons opened at a rapid pace both in the UK and

overseas, with numerous staff seizing the opportunity to own their own TONI&GUY salon. By the end of the 90’s, Toni had launched a further 112 TONI&GUY salons in the UK along with

27 internationally. Meanwhile in the USA, Guy had joined Bruno and together they continued to expand the salon network, opening company-owned salons across The state of Texas.

To accommodate the growing demand for education, both inside and outside of the company, the Artistic Team grew in size too. This growth was a re-affirmation of the brothers’ belief in the

importance of communication and teamwork. The company also continued to produce an annual collection created by the main international artistic directors to ensure continuity of the TONI&GUY

techniques and philosophies within the rapidly expanding network. Tigi haircare continued to extend its range and achieved recognition for the quality of its products

wherever distributors were appointed.

Demonstrating her exceptional talent at an early age, Sacha’s achievements were recognised at the 1991 British Hairdressing Awards when she received the ‘Newcomer of the Year’ accolade at the

age ofjust 19. By the end of the decade, Sacha had added the title of ‘London hairdresser of the year’ to her achievements, when she won the title in 1999.

Sacha’s exceptional creativity also saw her bring a whole new dynamic to the company with her move into the world of session hairdressing, shooting with numerous photographers including iconic names

such as David Bailey and Rankin, plus working on Fashion Weeks in New York, London, Paris and Milan. This unique insight into session hairdressing and experience within the fashion industry was to

drastically shape the future direction of TONI&GUY.

With an aim to create a solid business base for his children, Toni launched the essensuals hairdressing brand in 1997. With Sacha at the creative helm, supported by her business-minded brother Christian, the ‘essensuals’ concept built in momentum and added to Toni’s ever-expanding network of salons. With over 50 salons opened in two years, essensuals became the fastest growing business Toni had

launched to date.

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KAIZEN, 2007

HISTORY B

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HISTORY B

THE NEW MILLENNIUM NOT ONLY MARKED A NEW ERA BUT ALSO A SIGNIFICANT CHANGE FOR TONI&GUY. DURING THE DECADE THAT SAW THE COMPANY CELEBRATE

A MILESTONE OF FORTY YEARS IN BUSINESS CAME THE DEMERGER BETWEEN THE FOUR BROTHERS THAT SAW THE SEPARATION OF TONI&GUY USA AND

TIGI GLOBAL TO BROTHERS GUY, BRUNO AND ANTHONY, AND TONI&GUY GLOBAL (EXCLUDING THE AMERICAS) TO TONI, SACHA AND CHRISTIAN –

MARKING AN EXCITING NEW DIRECTION FOR EACH OF THE BRANDS.

For TONI&GUY Global, Sacha Mascolo-Tarbuck in her position as Global Creative Director brought a dynamic new focus and a marked shift in direction, with fashion moving to the forefront of the

brand’s identity. In 2004 the landmark decision to become the ‘Official Sponsor of London Fashion Week’ further cemented this fashion focus – inextricably linking TONI&GUY

with the fashion industry.

Sacha’s editorial approach also drastically changed the image of the brand as she began to art-direct all of the brand advertising and window campaigns for TONI&GUY,

label.m and essensuals.

Following the demerger from TIGI, Toni and Sacha saw the need to create a professional haircare range to support the fashion-led techniques the team was creating. Working closely with her father,

She led the product development and design of the label.m professional haircare range, which launched in 2005.

This decade also saw TONI&GUY launch its first TONI&GUY branded consumer haircare range, again designed and developed by Sacha Mascolo-Tarbuck, and by the end of the 00’s

this range was available worldwide.

2002 saw Sacha’s husband James Tarbuck join the company as Global Brand Director, launching TONI&GUY.TV the same year. An in-salon digital network, TONI&GUY.TV was the first of its

kind in the UK and was quickly followed by the launch of an award-winning eponymous consumer magazine – all adding to the customer experience.

The 00’s saw Toni expand the salon business further,with TONI&GUY’s global presence continuing to move into exciting new territories. This decade also saw Toni rewarded by both his native Italy with a

Cavaliere Ufficiale (Italian Knighthood) and his adopted home, England, with an honorary OBE for his services to the hairdressing industry.

The 00’s also saw the brand receive two of its most significant accolades to date, with TONI&GUY achieving both Superbrand and Coolbrand status. This is a real tribute to TONI&GUY’s

ability to retain that all-important edge, whilst remaining a much loved and trusted brand name, as voted for by the British public.

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HISTORY B

ARTELIER, 2012

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HAIR – FASHION – HERITAGE. IN THIS DECADE TONI&GUY CELEBRATES 50 YEARS OF HAIRDRESSING EXCELLENCE, PROVIDING AN OPPORTUNITY TO EMBRACE AND

CELEBRATE THE UNIQUE HERITAGE THAT IT HAS CULTIVATED – A TRADITION WHICH IS CONTINUALLY BEING BUILT UPON AS THE 2010’S PROVE TO BE EVERY BIT AS

PIONEERING AND INNOVATIVE AS THE PAST.

TONI&GUY further cemented its fashion credentials as the partnership with the British Fashion Council continued to develop throughout the decade. 2010 saw another hairdressing first when

Sacha Mascolo-Tarbuck and husband James Tarbuck joined the British Fashion Council for the Vogue fashion fund. The same year also saw Sacha and her Session Team working with British designers at both

Paris and New York Fashion Weeks. TONI&GUY began to forge unique partnerships with key British design talent including designers William Tempest, Giles Deacon, Todd Lynn

and Jean-Pierre Braganza. These unique relationships also saw label.m professional haircare benefit from several designer collaborations. In 2011 TONI&GUY became an Official Sponsor of the British

Fashion Awards, further cementing its place within the fashion industry.

Despite a challenging economic climate, Toni Mascolo continued to expand the salon network, adding new territories to the ever-expanding global presence. The launch of a new salon group,

essensuals London, also saw Toni establish his first franchise salons in North America – with doors opening in New Jersey and Plano, Texas. Toni received further awards thanks to his unique style of leadership, including a ‘Lifetime achievement award’ from the fellowship of british hairdressing.

The TONI&GUY Artistic Team led by Sacha Mascolo-Tarbuck continued to forge ahead creatively, creating fashion-focused campaigns that were featured in every major fashion and beauty publication.

Teaching an average of 100,000 hairdressers a year, TONI&GUY’s International Artistic Directors continued to set new standards in hair; dominating the hairdressing industry’s a

Avant-Garde Awards and creating the hair for more London Fashion Week shows each season than any other Session Team.

The continued digitsation of the brand under the direction of James Tarbuck saw many new and exciting firsts for the hairdressing industry. With the global expansion of TONI&GUY.TV, the digital magazine,

the TONI&GUY mobile application, online shop, free in-salon wi-fi and educational downloads, TONI&GUY continues to embrace new technologies to communicate with both the hairdresser

and consumer alike.

With an eye firmly on the future, TONI&GUY continues to take on exciting new challenges and collaborations. 2013 Has seen label.m receive the ultimate seal of fashion approval,

as the range became the ‘Official Haircare Product of London Fashion Week’ – a landmark move for the British Fashion Council and a first for the hairdressing industry.