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Change is a good thing — AG Hair Cosmetics undergoes a facelift in 2010 (Burnaby, BC, Canada): No surgery. No knives. No cutting. For AG Hair Cosmetics, a facelift comes in the form of a new colour, a new logo and a new approach to finding the products that are right for your hair type. The end result? Years off its two-decade-long life. This January, AG will unveil a makeover with the debut of its Curl Category, and every other month after in 2010, a new hair type-specific category will launch. While AG’s unique, tapered bottles will remain the same, what will be different is the addition of bold, category-specific colour and a new, easily distinguishable logo. “After 20 years, we thought it was time for a new look and a new approach. Not only have we revamped our logo, the most significant change we’ve made is we’re now grouping our products into categories, making it much easier for consumers and stylists to navigate through our brand and find the products ideal for their hair type,” says Lotte Davis, CEO and Co-Founder, AG Hair Cosmetics. “We enlisted the help of a team of design experts both locally and abroad to transition us smoothly and seamlessly, while maintaining our loyal customers and attracting new ones.” Task one: freshening up AG’s signature bottles and adding category distinction, while maintaining the same bottle shape. “AG is developed by stylists for stylists so we felt its restrained, sophisticated design could translate beautifully in a salon’s relaxed environment in which it is merchandised,” says Andrew Knowles, CEO of UK-based design agency JKR. Task two: freshening up AG’s point-of-purchase materials and website and incorporating a new tagline — Use. Love. Repeat. When Rethink and AG interviewed numerous consumers and stylists, the overwhelming response to the question of What makes AG different? was the products “just work”. “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. When people find haircare products that actually work, like AG, they stick with it,” says Katie Ainsworth, Writer and Associate Creative Director, Rethink Communications. See the new bottles and packaging making their debut in North American salons in January 2010. -XUse. Love. Repeat. It’s a philosophy AG Hair Cosmetics’ customers have been following since 1989, and for good reason. Founded by Ernst & Young Entrepreneurs of the Year John and Lotte Davis, AG is one of the leading manufacturers of salon hair care products in Canada and is sold in more than 11,000 salons internationally. You can find AG’s more than 45 products in salons by visiting For more information, please contact: Tatiana Jovic