The Challenge:

Despite over 100 years of expertise in professional haircare, Andis faced a decade-long decline in sales due to an outdated brand image that failed to connect with younger audiences. While the pandemic briefly boosted DIY haircare sales, revenue dropped again post-lockdown. Additionally, a lack of structured customer service placed a heavy burden on the marketing team.

The Solution:

I led a full-scale brand repositioning, bridging Andis’ rich heritage with a modern, innovative identity. The strategy emphasized:

• Creativity – Eye-catching campaigns and bold product presentations.

• Quality – Upholding Andis’ reputation for excellence and reliability.

• Customer and Community Centricity – Optimizing the customer journey and addressing consumer needs proactively. Strengthening connections with professionals and end-users alike.

• Innovation – Introducing fresh product designs, packaging, and communication strategies.

The Impact:

The rebrand delivered tangible results:

✅ 57% increase in brand impressions

✅ Over 120 media publications covering the relaunch

✅ 11% sales growth in the first 10 months

By repositioning Andis as a relevant, dynamic brand, the marketing strategy successfully reconnected with consumers, professional barbers (particularly in the African American barber community), and agricultural businesses, ensuring stronger retail presence and long-term growth.