Beauty Store Business

APR 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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62 April 2014 | beautystorebusiness.com Get a sneak peek at AndisÕ new American Legacy Collection, and the before and after employee transformations that brought it all together. by Liz Barrett EVERYONE LOVES A MAKEOVER STORY, BUT WHEN WAS THE LAST TIME YOU HEARD ABOUT A beauty company offering makeovers to its employees? Andis Co. has done just that with its new American Legacy Collection inspired by the very people who help keep the company running on a daily basis—including those who assemble and ship the tools you carry on your shelves every day. While the collection hopes to inspire stylists to seek out additional clipper and trimmer training and expand their service offerings, it's also serving as education for consumers—and even some of the Andis associates who participated—on how easy and effective haircutting and trimming with clippers and trimmers can be. Beauty Store Business reached out to Karen Formico, Andis vice president of marketing, to find out more about this innovative campaign, and asked the makeover models to share their experiences in front of the camera. BEAUTY STORE BUSINESS: What was the inspiration behind the American Legacy Collection marketing campaign? FORMICO : The inspiration was multifaceted. Many of the trending cuts coming off the red carpets and out of Hollywood require a clipper and trimmer. Lack of experience and training in the use of these tools can cause stylists anxiety and hesitation about trying new cuts on their clients. We wanted to provide education to build confidence and, at the same time, show Karen Formico All images courtesy of Andis Co. B e h i n d t h e S c e n e s A n d i s A m e r i c a n L e g a c y C o l l e c t i o n . i n d d 6 2 Behind the Scenes Andis American Legacy Collection.indd 62 3 / 6 / 1 4 1 1 : 5 0 A M 3/6/14 11:50 AM

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