AG Kicks off New Look with Curls
by Michelle Breyer on Friday, January 1st, 2010
AG’s new Curl category
Since it was launched six years ago, AG’s Re:coil curl activating balm has become a Holy Grail curl product for many stylists.
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.”
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.”
The change will also make it easier for stylists and their clients to find 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.
The Do’s and Don’ts of Frizz Control
by Michelle Breyer on Monday, June 1st, 2009
During his 22 years working with curls, stylist Jami Symons has learned a thing or two when it comes to combating frizz.
“Ultimately, I think of frizzy hair as curls that have too much volume and not enough definition,” says Symons, an artistic director for AG Hair Cosmetics and owner of the Jami Symons Salon in Calgary, Alberta, where curly clients account for 60 percent of the total clientele. “There are a lot of misconceptions about frizz, and there are some techniques you want to use and others you want to completely avoid.”
One of the most important techniques to avoid, says Symons, is razor cutting.
“It makes the ends too find, which makes the hair look too frizzy,” says Symons. “With curly hair, the ends need to be more blunt.”
Another is brushing frizzy, curly hair, even when it’s wet. Instead, he uses a large-tooth comb or a pick to comb through the curls. This helps create more curl definition.
There are plenty of do’s as well:
- Look at the overall condition of the hair and make sure the client is using a moisturizing conditioner. Symons likes AG Ultramoist because it adds moisture and weight to the hair.
- Make sure you get rid of the client’s dry, frizzy ends. These prevent curls from clumping
- Before cutting the hair, it can help to apply the foundation styling product. This prevents the hair from overdrying and makes it easier to control.
- Apply products that seal the cuticle. Even if a client is wearing her hair curly, Symons uses AG Set it Straight, which contains a high-grade silicone that fills in the gaps and calms the hair down. He also likes to use Split End Spa on the ends to provide moisture as well as weight.
- When applying the hair, rake through the hair and apply the product from the ends to the roots. Symons asks his clients to flip their hair upside down and then he works it in that way.
- In terms of styling products, Symonds suggests styling creams that control the frizz and add weight. he likes AG Details Styling Cream and AG Re:coil Curl Activator.