Beauty Store Business

NOV 2014

For beauty business news, beauty store owners turn to Beauty Store Business. Beauty business trends, beauty business profiles and more!

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34 November 2014 | beautystorebusiness.com AMERICAN LEGACY COLLECTION: ROUND 2 ANDIS An experiment in marketing leads to advanced hair-tool education and a newfound interest in clippers and trimmers. by Liz Barrett IN EARLY 2014, ANDIS INTRODUCED THE AMERICAN LEGACY COLLECTION— an experimental marketing campaign utilizing several of its own employees as makeover models in an attempt to illustrate the variety of styles that can be achieved with Andis clippers and trimmers. Beauty Store Business documented the campaign (April, BSB, page 62) with the help of Andis vice president of marketing Karen Formico, enabling us to provide you with a sneak peek of the campaign and interviews with the employees involved. Now, in response to positive feedback received from stylists, consumers and beauty store owners, Andis has released the American Legacy Collection Series 2—using a new group of Andis employees as models, and taking additional steps to make the collection easier than ever for stores to retail. Once again, we sit down with Formico; this time to hear the results of the first collection, and to find out how this second series works further to assist beauty store owners with clipper and trimmer sales. Image courtesy of Andis Co.

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