AG’s new Curl category
When you go to buy your AG Re:coil, be prepared for a fresh new look.
Beginning this month, AG Hair Cosmetics is undergoing a dramatic face lift. In addition to a new logo and new colors, the company is taking a new approach to finding the products that are right for your hair type.
The company is unveiling its makeover with the debut of its Curl Category. Every other month after that, a new hair type-specific category will launch, with a color-coded system that will make it easy to find the right products.
Why are curls leading off the company’s new direction?
We are kicking off with our top-selling, most popular line and we felt it would make the biggest bang,” explains AG spokeswoman Tatiana Jovic. “Re:coil has been our top seller since we launched it six years ago, in large part because of NaturallyCurly.com.”
When it was developing its famed Re:coil curl activating balm, AG harnessed the power of the NaturallyCurly to find out what curlies were looking for in a product, and used the community to help fine-tune the formula. It now is a beloved holy grail product for a wide variety of curlies.
In addition to the Re:coil Curl Activating Balm, Re:coil Shampoo and Re:coil Conditioner, the curl category also includes Details Defining Cream, Liquid Effects Extra-firm Styling Lotion and Mousse Gel.
“These were all products that were targeted at curly-haired people,” Jovic says. “We never actually categorized our products in the past, but we did recommend certain regimens. Now there’s no question what products are right for their curls.”
In addition to helping curly consumers, the change will also make it easier for their stylists to recommend the right products for their clients.
In coming up with the new look, AG wanted to freshen up its signature bottles and make it easy to distinguish one category from another. This was accomplished through its bold new logo, a new splash of color and clear identification of the category.
The company also freshened up its web site and added a new tagline: Use. Love. Repeat.
“The tagline came out of the fact that AG doesn’t just have customers; they have converts—people who try the brand once, love it and are forever loyal,” says Katie Ainsworth, associate creative director of Rethink Communications.
Next out will be the Volume category, launching in March.
AG’s look has evolved since it was founded 20 years ago by John and Lotte Davis in Vancouver, Canada. But the 2010 changes are by far the most dramatic, and represent a new philosophy.
“After 20 years, we thought it was time for a new look and a new approach,” says Lotte Davis.
