October 12, 2010
Custom Cuts Becomes LookAfter Hair Company
Refreshed brand reflects younger customer and a total commitment to personalized client care
St. Louis, MO, October 12, 2010 – Regional hair care company Custom Cuts announced today that it is undergoing a makeover.
This month, exactly 25 years after opening its first salon in South St. Louis County, Custom Cuts is rebranding itself as LookAfter Hair Company. The name reflects the company’s renewed focus as the only hair care provider that specializes in premium hair care services at an affordable price. LookAfter also will put an emphasis on delivering more personalized style and service for a new generation, including millennials and young professionals. With its wide menu of hair and personalized hair care services, LookAfter will provide an experience that makes a powerful connection with clients.
All of the company’s 44 locations in the St. Louis and Kansas City metropolitan areas and central Illinois will reflect the new brand. The company will gradually roll out the new brand, with new exterior signage scheduled throughout the next several months.
Owner and co-founder Peter Hall said that the original name no longer adequately reflects the personalized and high-quality service provided by the company’s stylists.
“The new LookAfter name is about our dedication to style and service,” said Hall. “It’s not just about the best look that our clients can achieve, but also our deeply held commitment to personalized care. Our stylists and our own clients told us that the name ‘Custom Cuts’ doesn’t reflect who we are anymore. We are a different kind of company. We’re not a fast cut place, and we also don’t want to be a high-end salon.”
Added Hall, “We intend to be a destination for a new generation as we have for our loyal clients over 25 years.”
The ‘LookAfter’ Philosophy
The core of LookAfter Hair Company’s philosophy is a family of highly trained professionals who strive to deliver an unparalleled experience to clients. LookAfter has maintained a strong commitment to recruiting, training and rewarding the best haircare stylists it can find.
“The LookAfter difference is in our people,” said Hall. “Clients want to look good, but our stylists are committed to offering a level of personalized attention that goes beyond the end result,” Hall said. “Our stylists embody a promise to clients in the care and attention they offer, and in offering an overall experience. We want our clients to feel they receive not just the best haircut possible, but the best service and attention.”
All clients receive a one-on-one consultation with a LookAfter stylist, who takes time to understand their particular hair care needs and explores the best cuts and styles. Stylists also help clients understand how to care for their hair after the fact, so they can maintain their look between visits.
The LookAfter story has been 25 years in the making. In 1985, Hall and two other St. Louis natives, Bob Hanson and Mark Lemp, decided to bring to the Midwest a new option for hair care—a place that would be neither barber shop nor beauty salon. At the time, choices for hair care were limited in the region, and the three co-founders wanted a place where anyone could come in for a haircut on their own schedule, no appointment needed. After opening its first few salons in St. Louis, the company expanded under Hall’s lead to 44 locations in Missouri and Illinois by 2010.
LookAfter Hair Company (www.lookafterhairco.com) offers hair care like never before. Stylish, accessible and affordable, LookAfter’s premium services range from cuts and color to waxing, eyelash tinting and perming. With 44 locations in St. Louis, Kansas City and central Illinois, LookAfter continues to draw on its 25-year commitment to the Midwest and to delivering high-quality, personalized hair care at an affordable price. For more information about our new name and look, view our video here.