Ampro has earned its place as a heritage brand, trusted across generations for its performance and value. From the iconic Pro Styl Gel to today’s Shine ’n Jam and Magic Fingers lines, Ampro continues to balance tradition with new ideas and evolving beauty needs. Alejo Cerrato, Vice President of Marketing, shared how Ampro honors its legacy while embracing the future. It’s a story of a brand that has never lost sight of where it came from, while always listening to the needs of the customers it serves today.
OTC Beauty: Ampro is a heritage brand with decades in the market. How do you balance honoring your legacy with staying fresh and relevant to today’s consumers?
Alejo: We’ve built trust over generations, and that legacy is central to who we are. At the same time, beauty is always evolving. We balance both by keeping our formulas, quality, and values consistent, while introducing new products that meet the changing needs of our consumers—enhanced by attractive, environmentally conscious packaging and messaging that reflects today’s trends and lifestyles.
OTC Beauty: Many customers discover a brand through a single “hero product.” Which Ampro product often serves as that introduction, and how do you turn first-time buyers into loyal fans?
Alejo: Our hero products include the Shine ‘n Jam Conditioning Gels, the Magic Fingers line for Braiders, and the Ampro Pro Styl Protein Styling Gel. The Pro Styl Gel is a household staple, trusted across generations. Once consumers experience the performance and value of these products, we guide them further by introducing complementary solutions—such as edge control, braiding gels, and moisturizing products—that meet their evolving styling needs.
OTC Beauty: How does Ampro approach education for beauty supply store staff so they can recommend your products with confidence?
Alejo: We invest heavily in education. That includes product sampling and training sessions where store associates can experience the products firsthand.
All technical information—such as LOIs and MSDS—is available on our website, along with quick reference guides and video tutorials. This gives staff the confidence to explain product benefits to their customers.
Our distributors also have a direct line to us, so store staff can get quick answers to their questions.
OTC Beauty: Packaging can be a silent salesperson. What role does design and labeling play in attracting customers to Ampro products on the shelf?
Alejo: Our packaging is designed to stand out and clearly communicate product benefits. Clean labeling, bold colors, and transparent ingredient lists ensure customers know exactly what they’re buying.
We see packaging as the first point of contact between Ampro and the consumer. It must be honest, inviting, and true to our brand heritage.
OTC Beauty: Beyond hair care, Ampro is part of the broader beauty lifestyle. How does the brand connect with trends in fashion, pop culture, or social media?
Alejo: We engage directly with our consumers by partnering with stylists, influencers, and entertainers who reflect our community. From social media events to fashion collaborations, we keep Ampro in the conversation—not just in beauty aisles, but in music, style, and everyday self-expression.
OTC Beauty: Some beauty supply stores thrive by creating themed promotions. What are some ideas and creative ways retailers can successfully feature Ampro products in their marketing?
Alejo: Seasonal styling kits—like “back-to-school edges” bundles or “festival braids” promotions—are just a few examples of how we connect with consumers. We also highlight Ampro products during cultural celebrations such as Juneteenth, HBCU homecomings, and Black History Month. Sharing these moments on social media strengthens our connection with the community.
OTC Beauty: Ingredient transparency is becoming a bigger priority for customers. How does Ampro communicate the story and benefits of its ingredients?
Alejo: We focus on clear, simple communication. Our product labels highlight key ingredients and explain their benefits for hair health. On our website and social media, we provide deeper insights into ingredient benefits and safety, helping consumers make informed choices they can trust.
OTC Beauty: With so many styling needs from braiding to edge control, how does Ampro develop products that work seamlessly across different styling categories?
Alejo: We work hand in hand with a team of stylists—The Ampro Testers—and with consumers, listening closely to their needs and feedback. Whether it’s a strong hold for protective styles or nourishing formulas for natural hair, our R&D process is designed to deliver performance and versatility without compromising hair health.
OTC Beauty: How does Ampro use consumer feedback to inspire new products or improvements?
Alejo: Consumer feedback is essential to us. We carefully consider input from social media, surveys, and stylist partnerships. For example, when customers asked for products without certain ingredients, we responded with cleaner formulations that deliver the same trusted performance.
OTC Beauty: Many beauty supply stores cater to multi-generational customers. How does Ampro create products that appeal to both longtime loyalists and younger shoppers?
Alejo: For loyalists, we continue to offer the products they’ve trusted for decades. For younger shoppers, we introduce innovation—new textures, scents, and packaging that match their lifestyles. Our goal is to build a family of products where grandmother, mother, and daughter can all find something they love.
OTC Beauty: Looking ahead, what’s one surprising or exciting development from Ampro that beauty supply owners can look forward to?
Alejo: We’re constantly developing new products. This year, retailers can expect launches that deliver strong results while meeting the growing demand for healthier, more transparent beauty solutions. We’re especially excited about a Bold release coming soon.
