Challenge:
How to create an exciting full service value oriented salon concept with appeal for both men and women.

Solution:
The salon industry, at the time, was highly polarized fragmented between the high-end boutiques and low-end chains such as SuperCuts. Our research demonstrated an opportunity existed to create a value full-service salon concept with appeal for both men and women.

GO conceived the name, American Hair Force and proceeded to produce interior design, advertising, and promotions around an "airline" theme with the slogan, "First Class Hairstyling at Down to Earth Prices".

Initial success, along with a first rate management team, helped secure major backing by the prestigious New York investment firm, Allen and Company.

The company has since changed its name to Opal Concepts and acquired seven other chains, including Jose Eber, Carlton International and Fantastic Sams. Opal Concepts today owns, operates, and franchises over 1650 salons around the world.