 In 1994 hair guru David Raccuglia launched his first line of American Crew products. Speed on now to 2013 and American crew is one of the most popular men’s grooming products in the USA, I myself seem to be a little late to jump on the band wagon, having only just tried their products. Now I like the style of my hair to have shine and slick, and most importantly to stay the way I combed it throughout the day. So with this in mind I’ve been trialling a few American Crew products that I hoped would fit my needs.  Let us start with the sprays. The packaging it’s self comes in beer bottle brown, which instantly feels manly. Firstly there is the medium hold spray gel, my initial impression was the smell of the product as I sprayed a liberal amount on my Barnet – it has a pleasant, manly cologne smell to it, which is reminiscent of being in a high end barbers shop. The scent comes from the infusion of Sage, Ginseng, and Quillaja in the product. As for the hold itself, it was a lot looser than my normal products and didn’t tend to hold it’s shape throughout the day. To be fair this is only a medium hold spray and isn’t really suited to my usual slick style, it would however be great for those who want some light hold but with nothing to restrictive. Now let us move on to the grooming spray. Similar in style to the medium hold but offers much more control. The grooming spray is described as a buildable product, meaning the more you spray the longer the stay ! I had to spray liberally to get the desired hold and shine, but it is quick and easy to use with the plus side it can be used on it’s own for or as a finishing tool combined with a stronger hold gel.  Now let us move on from the sprays on to the more serious area of interest – the creams. Firstly I tried the pomade cream. The pomade is an attempted to recreate the waxy and shiny products that were popular in the 50’s and 60’s, but without the oily mess and fuss a it is water based and washes out easily. Again this is medium hold so wasn’t quiet manly enough for my usual firm style, but it does have a nice shine and again has the pleasing aroma. It makes a nice alternative to the medium spray having a slightly better hold and a much higher shine for those who want a touch of Don Draper style but without the more rigid hold.  Now to the star of my show – the Grooming Cream. Described as high hold and high shine, for straight and sleek looks, seems like my ideal product. It has a pleasing complex smell coming from the heady mix of Aloe Vera Gel, Lanolin, Coconut Oil and Beeswax. Added benefit of the product are it conditions and moisturises your hair and has antioxidant properties.
As it says on the sleek black container it does indeed provide a strong and high shine hold, leaving me very pleased with this product. It has earned it’s right to sit in my bathroom cabinet in wait of Friday night for a quick style to hit the streets of Soho.
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