Whip it up!

American Crew®, the leading men’s professional grooming brand, introduces the NEW Whip, an airy, weightless styling whipped formulation that provides subtle texture and flexible control for natural, effortless look.

This new launch is perfectly timed to sit alongside the newest campaign for 2023: ‘Join the Crew’. This dynamic campaign celebrates the brand’s broad range of enthusiasts and industry professionals, inviting all hair aficionados around the world to bring out their best, unique selves with American Crew. Designed with all hair types, textures, and diversities in mind, the brand presents a fresh approach to their best-selling hair products: pucks.

A new ‘puck’ to join the team is Whip with a weightless formula which distributes easily to create a light, non-sticky, pliable hold and natural shine for healthy-looking hair. With a subtle, fresh mint fragrance, it readily absorbs to provide definition and separation. American Crew launched in 1994 with six core products and have since evolved into a multifaceted portfolio—with styling pucks leading the charge. ‘Join the Crew’ brings to life the evolution of the brand’s core DNA, inspiring users to find the best styling product for their hair type and desired look.

Whether it’s casual or night out on the town, each high-performing American Crew styling puck is suitable for specific hair textures, cuts, densities, and lengths to achieve different results. From light hold creams to heavy hold pomades, the campaign encourages all hair enthusiasts to find their go-to styling puck to suit their hair individuality and ultimately look and feel their best.

For fine to coarse hair of medium to longer lengths, Whip’s hybrid formula is ideal to create a fashion-forward natural look, while still providing the smooth, shiny hair that American Crew is acclaimed for.

American Crew founder, David Raccuglia says, “What I love about this product is the airiness of the texture and the control it provides while not taking over your hair. Whip keeps hair light, as if you didn’t have any product in it to begin with.”

- Airy, weightless whip formulation

- Provides light, pliable hold and flexible control

- Distributes evenly through hair

- Does not add stickiness

- Subtle, minty-fresh fragrance

- Paraben-free

“American Crew pioneered the men’s grooming space almost 30 years ago, starting from just one puck to now ten! We offer the largest variety of styling pucks to address all hair looks and needs, which is what Join the Crew is all about.

It seems like ten is a lot, but Pros can face styling challenges if they don’t have the right products to use, and with the array of different hair textures that exists, it’s important to offer different styling variations and products,” said David Raccuglia, Founder of American Crew. He continued, “To be the best styling brand for all, we feel we have the best arsenal of products to service the professional category.”

“Whip for me has been a great addition to the Crew line up. Its airy formula feels almost weightless, allowing maximum flexibility in the hair while still providing the texture I need to create an effortless-looking style. This product works great on a variety of styles from longer lengths to curls, making Whip a must have product for people who want control but hate the idea of product in their hair. Luke Munn

For the latest on American Crew® including news and grooming tips, follow @AmericanCrewOz on Instagram and Facebook, and visit www.americancrew.com