On Friday, August 17, 2007, American Crew, the leading maker of men’s professional grooming products, plans to pay tribute to the American male during its National Men’s Grooming Day campaign. It’s an opportunity for salons and barbershops worldwide to host grooming events and create awareness of the increased dedication to their male clientele.

Men are paying much more attention – and money – to their grooming habits. Euromonitor International, a market researcher, predicts that overall sales of men’s grooming products will reach a total of $19.5 billion by 2008. Sales in the U.S. alone are nearly $5 billion. American Crew currently manufactures over 35 different products specifically for use by men to meet all of their grooming needs.

“I was a salon owner and educator in the ‘80s and ‘90s,” said David Raccuglia, CEO and founder of American Crew. “ I often wondered what happened to the classic grooming of the ‘20s, ‘30s, ‘40s and ‘50s. An industry that was so strong throughout history had died. Barbershops disappeared and men were forced to go to salons that mostly catered to women. I was determined to bring back classic grooming by introducing a cool product line exclusively for men.”

Raccuglia succeeded with the launch of American Crew and as the company and its line of masculine products grew, so did the need for more male-friendly salons. On the rise are men’s-only grooming salons, men’s style lounges and private quarters for male services within salons, and an increased menu of spa and salon services for men. Massages, facials, manicures, pedicures, and waxing are becoming as popular as the use of hair gels, moisturizers, and body lotions for men. Sales of male-specific cosmetics and toiletries in the U.S. jumped 37.3 percent between 1998 and 2003 while the International Spa Association has reported that 20 percent of spa-goers are male.

On August 17th, participating salons and barbershops will offer male-friendly salon services and events to promote National Men’s Grooming Day. As the sponsor of the movement, American Crew will support its distribution and salon network with a menu of programs that incorporate its hair, skin and body products. The company will also provide collateral materials and generate awareness of the day with an advertising campaign and public relations efforts. For more information, visit www.americancrew.com.

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