22 May 2024

Taking men’s grooming to the next level… again!

Never before has education and training been so important, especially for keeping up with demands in the mushrooming men’s grooming market! So American Crew® launched the Crew Style Makers Campaign…

For some time now, the men’s grooming has been growing exponentially, as your dad’s old barbershop found itself having to keep up with new demographics and the many roles that men now play in society. American Crew®, who always keep a finger on the pulse of the market, in response to these needs introduced THE CREW STYLE MAKERS, a new campaign focused on education and shaped by the brand’s drive to help men groom for success and self-expression, no matter what their job or lifestyle.

More than this, the campaign was intended as a tool to empower salon professionals to showcase what it means to be a STYLE MAKER: an artist that holds both emotional and physical transformational power in their hands. Instead of instilling a sense of simple barbershop camaraderie, THE CREW STYLE MAKERS demonstrates the importance of targeted client consultation to enable the salon professional to provide the man in the chair with renewed self-confidence and a bespoken style.

In order to drive the message home, David Raccuglia, shot a brief campaign video in a market that is seeing a resurgence of creativity in men’s grooming: Los Angeles. Raccuglia, also the Founder of American Crew®, is convinced that: “The real trends evolve from behind the chair…”, and so recruited Global Artistic Director Paul Wilson, Global Education Manager Phoenix Thompson and one of the 2019 American Crew® All-Star Challenge Winners, Emma Jankowski, to bring to life three standout styles:

The University cut, which guarantees versatility and movement, making it perfect for in-between lengths, especially if you add plenty of volume

The Taper, for high-texture hair types, featuring the now popular seamless blend and classic neckline

The Crop, an edgy yet sophisticated cut is well-suited for many hair types thanks to a rounded finish and strong texture

THE CREW STYLE MAKERS campaign can be found on American Crew’s social channels (Instagram, Facebook and YouTube) and on AmericanCrew.com. You can also download the full look book with high-res images, how-to videos, and technical step-by-step – including product info – by clicking here.

With these three concepts as a starting point, add any stylist can add his or her own client-inspired variations for a uniquely original and totally livable look!


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