An experiment in marketing leads to advanced hair-tool education and a newfound interest in clippers and trimmers.
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.
Andis has released its first styling series—the American Legacy Collection—featuring looks that can be achieved with the company’s clippers and trimmers while highlighting six hair makeovers of people who actually work at the company.
Andis educators Kenny Duncan and Jason Potchen created the Classic Taper on Anel from machine shop; a Crop and Pixie on Shirley (pictured) and Jenny, both from assembly, a Classic Side Part on John from shipping; the Fauxhawk on social-media expert Travis; and the South of France on Riko from machine shop.
“In the design process we took into consideration the hairstylists’ preference to try our products before making a purchase and also our desire to meet the demand for clipper education,” says Karen Formico, vice president of marketing for Andis.
Andis Co. has appointed Tracy DeRose as its marketing communications manager. DeRose is responsible for the development and implementation of Andis’ advertising, social media, public relations and website strategies. She’ll also be working with the sales and marketing team to expand the company’s presence at trade shows.
Andis Co. has created a new marketing product manager position and hired Cheri Grabowski for the spot. Grabowski is responsible for guiding the development of new products. That includes the initial strategic positioning for the product, as well as coordinating development processes within the company, rolling out the product in the marketplace, and managing its performance throughout its life cycle.
Andis Co.—manufacturer of handheld tools to trim, cut, curl, straighten and dry hair—has added a new member to its team. Karen Formico has joined the company as vice president of marketing—a newly created position in which she is overseeing all marketing, public relations, advertising and communications initiatives.