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Issue link: http://beautystorebusiness.epubxp.com/i/275275
64 April 2014 | beautystorebusiness.com how to adapt these cuts to the real people who visit barbershops and salons. A makeover or great haircut can change someone's perspective and how they feel about themselves. Andis has always believed in empowering people, whether they use our tools, make the tools or receive a haircut from our tools. What was the makeover experience like for the marketing team? Our barber/stylists—Jason Potchen and Kenny Duncan—transform clients every day in their shops, so the associates knew they were in good hands. To see the transformations and the amazement in their faces during the unveil brought tears to our eyes! This was each model's first experience in being professionally made-up and styled, so the reaction was priceless, especially during our "after" photo sessions where the models' new- found confidence was exemplified. Why did you decide to use Andis employees for the campaign? While Andis has been a staple in salons and barbershops for generations, our associates are integral to the Andis legacy. It also helps them see how their efforts make a difference in the overall company growth and, ultimately, to the professionals who use Andis tools. Andis cultivates a family culture throughout the company and response to the cam- paign was very enthusiastic. How were employees selected? It wasn't too hard. Many were excited to receive a makeover, but our selec- tion was based more on matching the planned cut with the right head of hair. Luckily we selected the males after they participated in "Movember," so they had a lot of hair to cut. Shirley and Jenny were willing to have their hair cut short. Are specific Andis tools being highlighted in the styling series? Yes, we are offering show deals on the tools used in the collection, such as the Envy Combo, Supra 120 ion and SlimLine Pro, BGR+ and SlimLine Pro, black Master Clipper and black T-Outliner. How is the American Legacy Collection being promoted? The ALC is not just a once-and-done promotion. The idea is that this will live throughout the year and encourage professionals to join the fun. A print ad campaign is in process, and we are having fun with it at trade shows through prod- uct giveaways, stage makeovers and tutorial handouts. We are really excited to be launching the social-media leg of the campaign where we put the tools in the hands of stylists and barbers across America, asking them to send in images of their interpretation of the cuts on real folks. How can beauty stores promote this collection? Quantities of brochures featuring an abbreviated tutorial of the Series 1 cuts are on their way to retailers across America. The brochure not only offers helpful tips, but we hope it might inspire confidence and excitement to try some of these trend- ing cuts. The collection also serves as product knowledge for store owners, who may not be well versed in our product capabilities and features. [See page 80.] Please tell us a little about the video tutorials at Andis.com/GetTheLook. What do those show? The videos walk viewers through each entire cut, including facial hair where it exists, so they can learn proper clip- ping techniques, build confidence in their skills and ultimately lead to expansion of their client base. Will there be more makeovers scheduled for the styling series? Yes! We are planning the next series of styles for the summer. What do you hope this campaign achieves for both Andis and the industry as a whole? Men's grooming, facial hair and shorter hair on women are hot trends to capital- ize on. Certain cuts and finishes are only achievable with a clipper. We hope to educate stylists and barbers on proper techniques so they can take their skills and fill up their appointment books. There seems to be a lack of clipper education for stylists, and we aim to fill that void. — THE MAKEOVERS — Jennifer Vermeolen Assembler, 17 years with Andis BEAUTY STORE BUSINESS: Can you describe your makeover experience? It was very cool as it's something I've never done before. I was very excited to be involved. What was your favorite part? The makeup! I was glammed up with fake lashes and more makeup than I've ever worn. When I got home, my husband wouldn't stop taking my picture. Before the makeover, what was your experience with using clippers and trimmers? Just work experience, but not per- sonal use. How does the look that the team created for you match your personality and lifestyle? It's very sassy and playful. It matches my personality perfectly. I just need to find a hairdresser who has clipper skills to maintain the cut. BEFORE AFTER 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 4 Behind the Scenes Andis American Legacy Collection.indd 64 3 / 5 / 1 4 1 : 4 4 P M 3/5/14 1:44 PM