American Crew is a US brand of professional men's cosmetics and styling products. The creators of the brand chose 'The Official Supplier to Men' as their motto and the legendary Elvis Presley as the main character of the advertising campaign. Quite ambitious, isn't it? Let's try to figure out what exactly the American Crew products are good for, and at the same time what does the king of rock and roll have to do with it!
History of the American Crew brand
The history of the American Crew brand began in Chicago in 1994, when its founder – hairdresser, stylist and educator David Rakkulia – decided to revolutionize the hairdressing business. In his opinion, beauty salons did not view men as significant customers and did not offer them a sufficiently high level of service. Rakkulja predicted that in a few years, representatives of the strong half of humanity will be ready to devote more time to their appearance, but they will not want to lose the masculinity of the image. With this idea, he created the first 6 hair care products for men and began to actively collaborate with stylists and beauty salons.
Founder, permanent head, creative director, and at first also the photographer of the American Crew brand David Rakkulja
In its first year of existence, American Crew sold $ 3 million worth of products and became the leader in training in men's haircutting techniques in the United States, and in 1996 the brand was acquired by the world leader in hair care Revlon Professional. Gradually, the brand expanded its range by launching lines of shaving and body care products, and by the beginning of the 2000s it was selling its products in more than 20 countries around the world.
Then the American Crew brand, along with Revlon Professional, again changed ownership, becoming part of the international corporation The Colomer Group, and continued its global expansion. Nowadays, the company not only sells various lines of cosmetics for men, both to beauty salons and in direct retail, but also regularly holds master classes, seminars for stylists and other themed events in various countries, including Russia. In 2016, American Crew launched a new line of styling products inspired by Elvis Presley.
Elvis Presley's hairstyles inspired American Crew
Hair styling products American Crew
Styling is the strongest side of the American Crew brand, the range of the brand includes various types of products that differ in texture, degree of fixation and other parameters.
The classic American Crew line includes the following products that have already become the hallmark of the manufacturer:
- strong hold gel,
- modeling clay,
- styling cream with glitter,
- classic styling cream,
- paste for highlighting strands,
- lipstick for hair styling.
The recognizable design of the most popular American Crew styling products has remained unchanged for many years
The following products are also produced in the hair styling segment:
- Alternator: spray for fixing and shaping hair of any length,
- Light Hold Texture Lotion: Low hold textured hair lotion with low sheen
- Medium Hold Spray Gel: medium hold hair spray,
- Firm Hold Styling Gel: strong hold hair styling gel,
- Light Hold Styling Gel: light hold hair styling gel,
- Grooming Spray: spray for final hair styling,
- Ultramatte: styling cream with medium hold without shine,
- Superglue: super strong hold hair styling gel with shine,
- Curl Control: styling gel for curly hair,
- Boost Cream: anti-gravity thickening hair styling cream,
- Boost Powder: anti-gravity powder for hair with a matte finish,
- Liquid Wax: A liquid styling wax.
American Crew line with Elvis Presley looks
“Elvis used lipstick and changed the world,” says the slogan of the American Crew ad campaign. Inspired by the acclaimed King of Rock 'n' Roll, often referred to simply as 'The King', the line has been released since 2016 and consists of six styling products, a new version of the same set that brought American Crew international fame .
Each product from this line corresponds to a photo of one or another styling by Elvis Presley
The line dedicated to Elvis includes the following products:
- Pomade: hair styling lipstick,
- Defining Paste: medium hold, low sheen styling paste
- Forming Cream: a versatile cream with medium hold and medium shine for styling all hair types,
- Grooming Cream: Strong hold hair styling cream with high shine,
- Fiber: strong hold gel with low gloss, great for styling mustache,
- Molding Clay: Styling clay for strong hold with medium shine.
Hair and body care products American Crew
The line of hair and body care products is not a core American Crew product, but interesting suggestions can be found here too. It includes various shampoos, balms, caring products. There are separate shampoos for colored and gray hair, the latter, for example, removes unwanted yellow tint and makes gray hair noble.
Advertising campaign for American Crew hats with stylized black and white photos (another recognizable feature of the brand)
The line also includes products such as shower gel, deodorant and eau de toilette. Three-in-one options are also available, such as shampoo + conditioner + body gel with tea tree scent.
Shaving products American Crew
The American Crew line of shaving products also boasts quite good reviews. There is not much variety in it, but all the main products are laconic and of good quality: they are gel, foam and shaving oil, as well as a moisturizer and a soothing tonic.
Shaving products American Crew – concise gentleman's set
Conclusion
American Crew products are high quality professional cosmetics for men. In general, all the lines of the brand are worthy of attention, but its strongest point is undoubtedly the styling products. Thanks to the wide range of products, you can find the perfect product for any type of styling and hair length. Well, the line with Elvis Presley's portraits will undoubtedly be a great gift for any rock and roll fan!
