When it comes to men’s grooming, American Crew has long been at the forefront of innovation, setting the standard for professional styling products. Now, with the launch of their new pre-styling shampoo range, Ian Harrold shares with BarberEVO why this is a must-have range for barbers and their clients.
“People are asking, ‘Why is there a need for a pre-styling shampoo?’,” Ian told us. “My answer to that is 14 years ago, you never would have thought you ‘needed’ an iPad, but that need was created following the launch and demand.
“So that’s what American Crew are doing here with their Pre-Styling Range. For example, the Fiber Pre-Styling Shampoo adds strength and texture to the hair with the Fiber properties so that when you enrich it with either the Fiber Grooming Foam or Fiber Cream you don’t need as much product. This product is like a magnet that pulls all aspects of the grooming together and makes styling easier for both barber and client alike.”
We asked Ian to tell us why this new American Crew range is so revolutionary to the male grooming industry, and he explained: “This is the first male grooming range that has styling elements brought into the shampoo while cleansing the hair as well. With this product, you don’t need to use conditioner because when you’re adding elements of product to the hair shaft you don’t want to rinse that out with conditioner.
“With the Boost Pre-Styling Shampoo, you will find that as soon as you start towel drying your hair already has extra volume and will start defying gravity once you add that friction. While cleansing the hair and scalp, there is added volume already so when it comes to styling with the Boost Powder, you will use less product as the hair is already infused with some of those styling properties.”
And why is this something that Ian recommends for both barbers to use behind the chair and for their clients at home? “This range, consisting of the Boost Pre-Styling Shampoo, Fiber Pre-Styling Shampoo, and the Forming Pre-Styling Shampoo makes their haircare regime much simpler and allows people to get better value and effectiveness of their styling products.
“With the Forming Pre-Styling Shampoo, this is great for helping clients with curly and Textured hair wake up with curls held in place. It removes that element of frizz and that can often come with curly hair, while adding shine and complete curl definition.”
Ian continued, noting: “One of the key things I know about male grooming is that men like products with ease – which is why 3-in-1 products are so popular. So, if you can offer a product that helps simplify their routine at home, it offers great retail value while also allowing barbers to have a more effective service behind the chair.
“A lot of my clients will tell me that they don’t have time for in depth styling routines, or don’t know how to apply products. This range becomes an easy retail sale because it gives them the benefit of time and ease when creating the style they’re trying to achieve. For barbers, I’d recommend talking your client through the steps when you’re styling their hair and how these products will benefit them.”
With new products, it can be daunting to integrate it into the barbershop wondering what if your clients or team don’t like it, but Ian shared some of the reactions he’d received. “This is definitely an addition to the American Crew family that has been really well received by the team,” he told us. “We were a bit sceptical at first but after seeing the results, we have implemented the Pre-Styling Range across the board. Now it’s officially launched, we are seeing the client reception to using this at home and it’s been extremely positive.”