Peter Samerjan
ZEGARELLI - CuttingEdge
Company: Zegarelli Professional Hair Care
Product: Cutting Edge™ WeightFree Cutting Foam
Marketing Strategy: For stylists using only water for cutting prep on hair, this ad helped to educate them about the cost, ease and advantages of using CuttingEdge. It was important to have a photo of the stylist and make the connection that the formulas were derived for real salon problems, but what really made the connection for salon owners were the three pennies. They brought home how inexpensive this product was for each client and the advantages of using this product to achieve far better results.
Usage: Double-page spread for national trade magazines (i.e. Modern Salon)
Agency: Samerjan 743 Creative Director: Peter Samerjan Copywriter: Peter Samerjan
Headline: “YOU CAN’T BUY TALENT. BUT, FOR ABOUT 3 CENTS A CLIENT,* YOU CAN BUY
HAPPINESS. YOURS, AND THEIRS.”
* Approximate cost based on our 7 fl. Oz. size. Even less when used with our economic
backbar sizes.
Body Copy: For 3 cents a client, Cutting Edge WeightFree™ Cutting Foam allows you to cut hair better, faster and easier. Whether you use shears, a razor or clipper.
Before you begin cutting, massage a small amount of Cutting Edge through the hair. It quickly restores and maintains the hair’s natural tension and texture. Hair is detangled and flows smoothly into an optimum aligned cutting surface.
Perfectly manageable. Consistently moisturized. Ready for your talent. No more fighting, pulling or stretching. Just a great hair cut and a happy client.
Cutting Edge from Arnold Zegarelli. Put a smile on your face. And your clients’.
How often do you wet hair while cutting?
Once, twice, more?
Cutting Edge creates a stable, moisturized cutting surface that lasts during the entire cut.
Maybe it’s time to recycle your water bottle. (by photo of product)