Andis Company, Animal Division Public Relations 2013-12014
Executive Summary: Forever Yong PR has promoted Andis from niche grooming to position Andis as comprehensive grooming experts on a national level through news, events and grooming products to animal and beauty trade publications, influential celebrities and consumer media.
About: Andis Company a 92-year manufacturer of hand held grooming tools for humans and animals.
Challenges: An established company with traditionally strong barbering roots, Andis’s goal was to evolve their image and appeal to the non-traditional demographic of hairstylists; and the next generation of barbers, stylists and animal groomers while staying true to their mission of “Creating your legacy with exceptional products.”
How You Helped: Forever Yong PR helped increase Andis brand awareness by targeting Millennial/Gen Y beauty influencers in print and digital at pop culture/fashion flashpoints such as New York Fashion Week, Lollapalooza and Austin City Limits. Leveraged celebrity endorsements for national broadcast brand exposure. Created content positioning Andis educators and groomers as experts resulting in two Andis magazine cover images on a traditionally stylist-focused hair publication; increased animal editorial inclusion, boosting Andis brand awareness at events and trade shows.
Their Results: According to the 2014 Professional Salon & Pro Beauty Industry Appliances & Shears Study from Professional Consultants & Resources, Andis is #3 in the top 10 professional salon appliance companies by dollar volume; in addition Andis is listed as market leaders in the clipper/trimmer category, followed by Wahl, Oster and BaByliss/Forfex. Contributing to Andis’ market share has been the increased public relations results year after year.
From 2013-2014, combined value of PR exposure increased 42%.
Separated by categories 2013-2014:
People: increased 32%
Company news: increased 241%
Animal: increased 115%
Recorded and posted Andis educational tips and presentations from trade shows to Youtube for an organic outreach:
22 Beauty & Barber videos for 124,460 views
19 Animal grooming videos for 66,000 views