The group, which operates its own media - Toni&Guy TV and Toni&Guy magazine - is launching the web site in June in 30 countries. It will aim to drive customers into its salons, sell its professional haircare range, including its recently launched Label-M, and improve communications with customers.
James Tarbuck, head of Toni & Guy media, explained: "The aim is to develop an all-singing, all-dancing medium that will provide more opportunities to our advertising partners."
Advertisers will be able to share links and content online, such as promotions.
Toni&Guy has also partnered Peugeot to include online coverage of both brands, with links between their sites, for which activity is running until 11 June. Previously, the salon group has carried ad deals with Nivea and Mars.
Toniandguy.co.uk targets an ABC1 audience. Visitors can locate stores and sign up to receive news and information.
Franchised branches will gain company updates through an extranet that offers marketing and brand guidelines, including excerpts from its TV channel, toni&guy.tv.
A content management facility will allow individual salons to post prices and let clients book appointments online. Agency E3 developed the site after an 11-way pitch (Revolution, Feb, p7).
Harriet Evans, PR and communications director at Toni&Guy, said: "With a vast international network of salons, the web is one of the most important vehicles to us for communication."
Mark Nicholls, design director of Mascolo Design, Toni&Guy's design team, added: "The strategy is about bringing the brand attitude to the web."
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