With uncertainty surrounding us, the willingness to embrace a self-care philosophy is more important than ever before. Maximising happiness, and the ethos that beauty, health and knowledge can effect positive change are the guiding principles of Utilitarianism and at the heart of the Toni&Guy Connected campaign.Centring on three key motifs: practicality (a celebration of hair paired with the brand’s creative techniques) suitability (creating the perfect hair for clients’ individual needs) and diversity (celebrating clients’ individuality) they are reflective of the brand’s recognition that haircare can be immeasurably beneficial to our well-being. The new collection enhances looks that both embrace and complement individuals’ own colour, texture and personality. Let the following pages inspire you to breathe new life into your hair. Go on… you know it’s good for you.