Men want. It,s in their nature.

They want power. They want adventure. They want women. And they want a style that helps them

get it all.

What do you want? More clients? More chances to pursue your art? This book can help you understand

men. And it can be your guide to the styles and products they’re looking for.

WELCOME TO AMERICAN CREW

ABOUT AMERICAN CREW

ABOUT AMERICAN CREW ABOUT AMERICAN CREW

ABOUT AMERICAN CREWONE STYLIST HAD A VISION. AND STARTED A REVOLUTION. In 1994, a stylist named David Raccuglia walked into a distributor’s office in Chicago holding a clear bottle

filled with maple syrup. He asked the distributor for $25,000 to produce the first run of AMERICAN CREW

shampoo. The distributor asked to try the product. Raccuglia hadn’t produced any actual product yet.

The maple syrup was intended to simulate the masculine, amber colour he envisioned for the final

bottle. He explained that the important thing was the movement that was underway in men’s grooming.

He foresaw a future when men would pay as much attention to their looks as women. And he knew they

wouldn’t want to lose their masculinity in the process.

Today AMERICAN CREW is the most popular men’s salon grooming brand in the world. Men and their

stylists count on us for the latest and best in hair, body, shave and style products. And for more than 20

years, we’ve delivered.

Partnering with AMERICAN CREW

ABOUT AMERICAN CREW

THE OBJECTIVEToday’s men pay almost as much attention to their looks as women do and AMERICAN CREW is the brand they turn to for the latest looks and best products. We help you build your business by providing you with the education, tools, products and inspiration you need to enhance men’s personal image.

• Train your stylists in men’s hairdressing• Bring quality male clients into your salon• Cut and style them with passion• Offer them industry leading products• Build your men’s business

As the Official Supplier to Men ™, AMERICAN CREW is not just the authority on men’s grooming

products, but also the expert on how to market to men, and the perfect partner for any salon seeking to

grow its men’s business.

As a business owner, stylist or barber you know what makes your salon tick, what makes your clients

happy and what inspires you to create amazing hair. What you should also know is that creating an

atmosphere that makes men comfortable in your salon can take your profits to a whole new level.

At AMERICAN CREW, we encourage your passion and growth by providing a line that speaks to men

like no other. Combining products and education that are solely focused on men, we give you the tools

to drive your men’s business further. We invite you to join us on a journey of exploration, individual

expression and learning that will define the continuously evolving AMERICAN CREW man and

demonstrate how to make him your loyal client.

David Raccuglia Founder, American Crew

MAKE YOUR MARK WITH AMERICAN CREW

Partnering with AMERICAN CREW

BUILDING YOUR BUSINESS

As the Official Supplier to Men™, AMERICAN CREW understands what makes men different and how you can

reach them.

As an AMERICAN CREW Partner with us you will find the tools to help you understand men, provide them with

a better salon experience and ultimately increase your profits by building your men’s business.

BUILDING YOUR BUSINESS

Partnering with AMERICAN CREW

Men and women are different. You know it, and we know it.

Not only do men offer potential for every salon, they also make great customers:• Men generally come to their salons more frequently than women, usually once a month

• Men tend to be more loyal customers than women

• Typically, men both trust the advice of their stylists and are interested in trying something new, a combination that creates opportunities for add on services and retail sales.

The general salon haircare market is growing slowly. BUT THE POTENTIAL IN THE MEN’S MARKET IS DRAMATIC.

BUILDING YOUR BUSINESSPartnering with AMERICAN CREW

USE OF A BARBER OR STYLIST TO CUT HAIR(Among men who have hair)

Barber

43%

Don’t know

1% Neither StylistNor Barber

17%

Stylist

39%

INCREASE YOUR PROFITS AND GET MORE FROM YOUR BUSINESS BY CATERING TO MEN.For most salon owners, men are an untapped profit centre that’s there for the taking. Adding male

clientele to your salon will result in financial growth. And capturing this market requires little more

than your attention and commitment.

Men are not just in the market for haircuts and basic hair products. Their spending in the overall

grooming product market has consistently grown in recent years, and experts predict this trend will only

continue, creating a powerful revenue stream for business owners.

BUILDING YOUR BUSINESS

ADDING UP THE POTENTIAL

OVER 50% OF MEN USE

HAIRSTYLINGPRODUCTS

77% OF MEN WANT TO TRY

SOMETHING NEW

Partnering with AMERICAN CREW

ADDING MALE CLIENTELE TO YOUR SALON WILL RESULT IN FINANCIAL GROWTH.

HAIR IS ONE OF THE MOST IMPORTANT FEATURES OF A MAN

,S

APPEARANCE

Seventy percent of men agree with this statement:

MEN WANT AN EXPERT THEY CAN RELY ON yet we know that men’s busy schedules leave them with less time than ever to spend on hair grooming. As the world of styling products becomes more complex, men are more likely to opt out. Men don’t want to work hard to find the right grooming routine. They want an expert they trust to tell them exactly what to use, what to do and how to do it. If you can deliver a great cut backed by an easy-to use system of products, you can capture and keep male clients.

With AMERICAN CREW products and techniques in your salon, you’ll be positioned to help men take care of their styling and get on with their day. They’ll achieve the confident and masculine looks they want in a simple and straightforward way— and you’ll acquire a loyal client base.

BUILDING YOUR BUSINESSPartnering with AMERICAN CREW

BUILDING YOUR BUSINESSPartnering with AMERICAN CREW

Adding men to your menu means adding profits to your bottom line. The simple formula is easier

than it looks and can quickly get you on the road to bigger sales. Get the formula for success below:

Formula for Success - Exploiting the Male potential (5 stylists Salon)Enter the Total Number of clients (Female & Male) 1600

Enter Estimated Number of Current Male Clients (UK Average @ 10%) 160

Enter Estimated Number of Current Female Clients 1440

Consider that every female has influence over 5 males (Partners, Fathers, Brothers, Sons, Friends & Work Colleagues

7200

Of all these potential New Male clients propose to convert just 5% 360

WEEK MONTH ANNUALLY

Number of male salon clients per week (Statistics indicate that males have a haircut every 4 weeks (almost double that of the female visit period)

90 £360 £4,320

Stylists Revenue (Average of 3 men per day with an average Male Cut & Finish Price £20.00 =

£360 £1,440 £17,280

Potential salon revenue £1.800 £7,200 £86,400

If just 33% of this male customer base buy a single American Crew Product @ £14.00 salon revenue rises again

£420 £1,680 £20,160

TOTAL Potential salon revenue £2,220 £8,880 £106,560

Like any art, cutting men’s hair requires mastery of some basic techniques, such as proficiency with

both clippers and the barber comb. Getting men into the salon is one thing, it is another thing to keep

them coming back. A perfect haircut and a great style will achieve both. We can help you build your

confidence in working with male clients.

CUTTING MEN,S HAIR IS AN ART

SPEAK THE LANGUAGE OF MENSUSPICIONS CONFIRMED! MEN DO SPEAK A DIFFERENT LANGUAGE TO WOMEN! …especially when it comes to their hair and grooming rituals, so when interacting with the male client

use male friendly language especially when moving them forward from product to colour, hair thinning

face and skin care.

Avoid using terms like highlights, talk about blending and natural colour. Power words and phrases that

men recognise will help translate an existing salon menu into language men understand…

WORDS & PHRASES FOR EVERYDAY CONVERSATION IN THE SALONEASY TO USE - STRONG & DURABLE - DIRECT - MATTE - HEAVY DUTY - FUNCTION - HEALTHY SYSTEMS - HEALING - STRUCTURED - FINISHING - HIGH SHINE - MALE FRAGRANCE - BEST SELLER

BUILDING YOUR BUSINESSPartnering with AMERICAN CREW

AMERICAN CREWBUILDS YOUR MEN

,S

BUSINESS

NO TWO SALONS ARE ALIKE: AMERICAN CREW is equipped to assist both salons that are new to AMERICAN CREW and the established ones looking to maximise profits. No matter where you are in your working relationship with us, we’re here with evolving products and programmes designed to help everyone benefit.

BUILDING YOUR BUSINESS

MERCHANDISING FOR MEN

1. MAINTAIN THE THRESHOLD:Give customers space at the store entrance so that they can stop and take in the total environment.

2. ORIENT TO THE RIGHT:Take advantage of the fact that the vast majority of consumers instinctively move to their right after

entering a store by placing the main retail area in your salon to the immediate right of the entry.

3. OPTIMAL EYE HEIGHT:Maximize profits by elevating fastest-moving products on shelf fixtures to the “optimal eye height”—

starting at 51” to 53” from the floor.

4. PRESERVE PERSONAL SPACE:Redesign congested areas so customers can examine products in a place where they are less likely to

collide with other people or bump into objects like displays or boxes.

5. SEGMENT BY BRAND, THEN BY PRODUCT:Help customers find what they’re looking for. Research shows that they tend to first seek out an

identifiable brand name, like American Crew, and then look for what they need within the brand.

For this reason, consider designating a specific space for American Crew and arranging products

by line (like Classic and Shave).

6. USE THE POINT OF SALE MATERIALS YOU NEED:Leverage POS to clarify the blurred line between prestige, direct, salon and mass market brands.

To communicate our brand differentiators quickly and powerfully, place our signage to the left of

product shelves so people can read left to right. Also, put product signage at stylist stations, on shelves

and on checkout counters to encourage conversation about American Crew and drive purchase.

Merchandising is the key to sales. At AMERICAN CREW, we design products that sell and create

systems that consistently appeal to male clients. We know and leverage non-verbal design cues

that create powerful incentives to buy. AMERICAN CREW helps salons apply proven methods

to entice consumers to spend more time and money when they shop. In combination with

the power of our brand, these subtle merchandising practices can make a big difference

for salons that want to sell more products.

WHY SHOULD YOU PARTNER WITH

AMERICAN CREW? BECAUSE IT PAYS

NO ONE KNOWS MEN LIKE AMERICAN CREW

As a salon owner, you want to hone your craft, explore your potential and create great hair. You also

need to keep building your business. And AMERICAN CREW is your partner every step of the way.

We can give you the education and the products you need to maximise your opportunities.

When you’re ready to partner with the leader in men’s grooming, contact your Sales Consultant and

ask for AMERICAN CREW, the Official Supplier to Men.

WHAT YOU GET FROM AMERICAN CREW…The benefits are clear. We have a superior product line, a brand men know and trust, a comprehensive

educational program, and the marketing support and inspiration you need.

• More than 30 different grooming products that suit every man’s unique taste and needs—and a simple

regimen for maximising their benefits.

• Visually distinct, iconic, male-oriented imagery that portrays a classic authenticity and appeals to men.

• Educational programmes delivered by a team of nationwide industry-leading men’s grooming

educators, including the international All-Stars, that help stylists stay ahead of the curve.

• Promotional programmes like new product launches, sampling, gift with purchase packs and

incentives to keep both your stylists and clients excited

• Annual collections and style selectors filled with innovative and experimental styles that define the

trends presented on the runway - keeping you at the forefront of the industry.

ARE YOU READY TO BENEFIT FROM THE PURCHASING POWER OF MEN?AMERICAN CREW’s male-specific support and masculine approach to retail are key advantages that

will allow your salon to capture a larger share of men’s wallets and develop your entire business.

BUILDING YOUR BUSINESSPartnering with AMERICAN CREW

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