American Crew Brand Equity Campaign

Until 2011, American Crew was virtually the only salon brand created exclusively for men. But as the potential in the men’s grooming market became more and more apparent, so did the competition. So we set out to reinforce American Crew’s position at the top of the men’s grooming food chain.

We produced an in-salon style selector that was substantially more editorial than the traditional menu of headshots. We included articles about classically masculine professions and pastimes: professional boxing, training regimens, finding and photographing architectural landmarks. And we included display posters for salons that showcased masculine sentiments, rather than hairstyles. Because what’s always made American Crew the Official Supplier to Men™ is the brand’s simple acknowledgement that style isn’t just about finding a great look—it’s about what you can do with it.