Market Overview

Announcing American Crew® ACUMEN™


A Prestige Skincare and Grooming Collection Created to Inspire
Excellence in Men

American Crew, the iconic brand that continues to define men's style and
set grooming trends, announces a major milestone in its ever-evolving
interpretation of how men want to look, feel and ultimately define

American Crew® ACUMEN™ is the brand's biggest launch to date,
with a complete collection of high performance formulations for shower,
shave, care and style, that target the grooming needs of today's man.

The exciting line-up features 15 high-performance products to enjoy
in-shower, pre and after shave, as well as for skin and hair care. Key
ingredients include AC ACUMEN™COMPLEX, a proprietary blend of Vitamins
B5 and Vitamin E with added antioxidant and moisturizing agents bound
together for superior performance and visible results. Additional
ingredients such as Hyaluronic Acid, Ginger Root Extract, Bisabolol and
Cranberry Extract, work to increase skin and hair ability to retain
moisture, fight environmental damage and promote radiant, healthy
looking skin.

"We are so excited to inspire men to groom with confidence. This is more
than a regimen. With American Crew® ACUMEN™, we hope to elevate a
man's look, while meeting the needs of his daily grooming ritual," says
David Raccuglia, founder of American Crew. "This new line brings an
element of sharpness, sophistication, and aspiration to the skin care,
beard grooming and body care routine."

As American Crew prepares for their 25th anniversary in 2019,
the "Official Supplier to Men" encourages men to reflect on their
grooming routine with confidence. Led by the innovation that has made
American Crew the leading professional men's grooming brand, American
products feature a powerful complex of vitamins,
antioxidants, and moisturizing agents to deliver superior performance
and visible results.

The four-step ritual of masterfully refined grooming essentials includes:

Step 1: SHOWER

  • In-Shower Face Wash: Gentle facial oil-free cleanser removes excess
    oil and dirt leaving the skin feeling clean and refreshed.
  • Clay Exfoliating Cleanser: intensive clay mask with polishing beads
    that remove impurities and exfoliate dead skin cells for glowing,
    smoother skin.
  • Invigorating Body Wash: An invigorating body wash that gently
    cleanses the skin without stripping the skin moisture. Provides a
    fresh sensation.
  • Daily Thickening Shampoo: Cleanses and increases hair volume while
    refreshing the scalp. Reduces hair breakage by 80%, when used together
    with AC Acumen™ Scalp Revitalizer.

Step 2: SHAVE

  • Cooling Shave Cream: cooling shave cream with conditioning formula
    for a close, comfortable shave while providing a fresh sensation to
    the skin.
  • Soothing Shave Cream: moisturizing cream expertly formulated to
    help soothe and leave skin feeling smooth and fresh.
  • After Shave Cooling Lotion: a dual-action formula that works as a
    lightweight moisturizer and cooling aftershave and helps restore
    skin's moisture balance.

Step 3: CARE

  • Energizing Hydrating Gel: Powered with AC Acumen™ Complex, Ginger
    Root Extract and Hyaluronic Acid, this non-comedogenic oil-free
    moisturizing gel visibly improves skin's overall appearance, provides
    hydration, revives and restores the look of skin.
  • Recharging Hydrating Cream: a non-comedogenic fast-absorbing
    hydrating cream provides skin with rejuvenating hydration; revives and
    helps support skin's elasticity, diminishing the look of fine lines.
    Formula contains AC Acumen Complex and Ginger Root Extract.
  • Eye Energizing Hydrating Gel: hydrating eye gel that immediately
    minimizes the appearance of puffiness and reenergizes the eye area
    Formulated with AC Acumen Complex , Hyaluronic Acid and Ginger Root
  • Scalp Revitalizer: fast-absorbing leave-in treatment that energizes
    the scalp, helps thicken the hair and provides volume. Reduces hair
    breakage by 80% when used together with AC Acumen™ Daily Thickening
  • 24H Hand & Body Hydrator: a fast-absorbing daily lotion that
    leaves skin refreshed and moisturized. Formulated with Cranberry
    Extract. Provides 24-hour hydration.

Step 4: STYLE

  • Firm Hold Grooming Cream: a styling cream rich in moisture that
    provides firm hold and low shine adding texture and definition.
  • Nourishing Cream Pomade: provides light hold and low shine for a
    natural look.
  • Classic Pomade: water-based pomade with medium hold and low shine
    that provides texture and allows to re-style.

"For the past 25 years, American Crew has been a trend-setter in the
field of male grooming, and with the launch of American Crew® ACUMEN™ we
look forward to further expanding and elevating our offerings for
today's demanding man," noted David Carvalho, Global President of
Portfolio Brands at Revlon, Inc. "With a focus on evolving and
innovating, American Crew® ACUMEN™ will be the brand's first ever
entry into prestige department stores worldwide while continuing to
service the premium salons and barbershops. The introduction of this
superior skincare and shave regimen is most certainly the next step in
the brand's journey to providing men with top-quality, efficient and
refined products."

The American Crew® ACUMEN™ collection will begin global roll-out
this month exclusively at Selfridges Oxford Street and in
the UK. By early 2019, American Crew® ACUMEN™ will be available
at select department stores and premium salons and barber shops
worldwide as well as
Suggested retail for American Crew® ACUMEN™ ranges from $19
USD-$40 USD. Visit
for updates and details on availability and purchasing.


About American Crew®:

The American Crew family of grooming products delivers everything needed
to create and care for men's styles including products in the hair,
body, shave, style and fragrance categories, available exclusively in
salons, barbershops and authorized retailers. American Crew has an
ongoing commitment to elevate men's style and enhance their personal
image by providing education, marketing and imaging support to help
stylists communicate the brand's vision of men's grooming and fashion –
classic style, reliability and confidence – to the marketplace. For more
information, visit

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