Creative HEAD Ireland July/August 2017

CREATIVE HEAD ADVERTORIAL
AN AMERICAN
CLASSIC
WHY CHOOSE AMERICAN CREW? BECAUSE IT WAS CREATED
FOR MEN WHO KNOW THAT PAYING ATTENTION TO THEIR
APPEARANCE HELPS THEM GET THE THINGS THEY WANT.
AMERICAN CREW IS THE ONLY SALON BRAND BUILT ESPECIALLY
FOR MEN FROM THE START. NOT A DIFFUSION LINE, BUT A
LIFESTYLE BRAND CREATED WITH MEN AS ITS ONLY FOCUS.
IN 1994, STYLIST DAVID RACCUGLIA WALKED INTO A CHICAGO
DISTRIBUTOR’S OFFICE HOLDING A CLEAR BOTTLE FILLED WITH
MAPLE SYRUP. HE ASKED FOR $25,000 TO PRODUCE THE
FIRST RUN OF AMERICAN CREW SHAMPOO. NATURALLY, THE
DISTRIBUTOR ASKED TO GIVE IT A TRY. AH, RACCUGLIA HADN’T
ACTUALLY PRODUCED ANY SHAMPOO YET. THE MAPLE SYRUP
WAS THERE TO SIMULATE THE MASCULINE, AMBER COLOUR
HE PICTURED FOR THE FINAL BOTTLE. THINKING ON HIS FEET,
HE EXPLAINED THAT THE IMPORTANT PART WAS THAT THERE
WAS A MOVEMENT IN MEN’S GROOMING BEGINNING TO
SWELL. HE COULD ENVISION A FUTURE WHERE MEN WOULD
PAY AS MUCH ATTENTION TO THEIR LOOKS AS WOMEN. AND
HE KNEW THEY WOULDN’T WANT TO FEEL AS IF THEY WERE
LOSING THEIR MASCULINITY IN THE PROCESS…
AND HERE WE ARE TODAY. AMERICAN CREW IS THE
MOST POPULAR MEN’S SALON GROOMING BRAND IN THE
WORLD. MEN AND THEIR STYLISTS COUNT ON IT FOR THE
LATEST AND BEST IN HAIR, BODY, SHAVE AND STYLE PRODUCTS
AND HAVE DONE FOR MORE THAN 20 YEARS.
PUT SIMPLY, IT’S A MODERN CLASSIC.