OOh, we like like the brand new campaign for 2023 from American Crew: Join the Crew. Celebrating all kinds of humans, Join the Crew is eclectic with its visuals. It embraces all hair types, textures and diversities with engaging portrait photography. And at its heart, the product pucks that embody the brand’s DNA.
The American Crew story
American Crew launched in 1994 with six core products and has since evolved into a multi-faceted portfolio—with styling pucks leading the charge. Whether it’s WFH-casual or night ‘out-out’, there’s an American Crew styling puck suitable for specific hair textures, cuts, densities, and lengths. The message is simple: choose your puck, choose your look. From light-hold creams to heavy-hold pomades, the campaign encourages all hair enthusiasts to find their go-to styling puck to suit their hair individuality and ultimately look and feel their best.
Puck listing
Pomade: high shine with a medium hold and works well with curly hair • Finer: thicken and texturize hair with a strong, pliable hold and a low shine • Forming Cream: medium hold and medium shine, and works well for all haircuts and hair type • Whip: subtle texture and control for a natural, effortless look while providing definition and natural looking forward to a catch up shine • Cream Pomade: or fine to dense hair and short and medium styles • Matte Clay: a medium hold and matte shine • Molding Clay: high hold with medium shine to create light to moderately textured result • Heavy Hold Pomade: heavy hold and high shine • Defining Paste: to create a pliable textured result with medium hold and low shine • Grooming Cream: high hold and shine for short and medium hair lengths and developed for the super groomed, highly styled result.
David Raccuglia says:
David Raccuglia
“American Crew pioneered the men’s grooming space almost 30 years ago, starting from just one puck to now ten! We offer the largest variety of styling pucks to address all hair looks and needs, which is what Join the Crew is all about. It seems like ten is a lot, but Pros can face styling challenges if they don’t have the right products to use, and with the array of different hair textures that exists, it’s important to offer different styling variations and products,” said David Raccuglia, Founder of American Crew. “To be the best styling brand for all, we feel we have the best arsenal of products to service the professional category.”
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