34 November 2014
AMERICAN LEGACY COLLECTION: ROUND 2
An experiment in
marketing leads to
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.