Alejo Cerrato, Vice President of Marketing at Ampro Industries, Inc., shares the story behind one of the most trusted brands in hair care. With over 80 years of experience, Ampro has kept its promise of delivering quality products at affordable prices while always pushing for innovation. From its early days on Memphis’ Beale Street to its recent growth, Alejo explains how Ampro continues to meet the needs of different hair types and support its community along the way.
OTC: Can you share the story behind Ampro’s founding and how it has evolved over the years?
Alejo Cerrato: Ampro Industries, Inc. was founded over 80 years ago on famous Beale street in Memphis, TN. Famous Blues musicians and early Rock and Rollers would come in to get the perfect products for those classic styles. Since then, the company has maintained its commitment to consumers: providing a quality product for a reasonable price. Over the decades, our product lines grew larger, and so did our commitment.
OTC: What core values and mission drive Ampro as a brand in the beauty industry?
Alejo: On the business side, our responsibility is to satisfy our customers’ needs with high quality products at reasonable prices. We strive to have orders promptly and accurately filled.
On the personal side, we take a great deal of pride in our efforts to make sure the customers get the greatest selections of high-quality products that they can use with confidence. If we can make someone’s day even a tiny bit better, we’ve done our jobs.
Our second responsibility is to those who work with us. They must have a sense of security in their jobs. Wages and benefits must be fair, the working environment safe, clean and orderly. There must be opportunities for advancement, and individuals must be respected and rewarded based on their personal achievement and contribution.
Our third responsibility is to our community. We support good works and charity, and participate in the promotion of civic improvement, health, and acquaint the community with our activities.
OTC: What distinguishes Ampro products from other brands in the hair care market?
Alejo: All Ampro products have a little bit of magic. Our chemists are some of the best in the world and the quality and care we take with each item is unparalleled. These are our children. We love them and want to send them out into the world to be loved by others.
OTC: Can you discuss any recent product launches or innovations that you’re particularly excited about?
Alejo: We’re really excited about the innovations we have made in the spritz/sculpting spray category. Our Shine N Jam Right N Tight is the best formula this category has ever seen! The versatility of styles people can quickly achieve while leaving the hair feeling healthy have people saying, “Let me get my hair Right N Tight!”
We are introducing two very exciting items to the multi award winning line, Magic Finger. The Magic Fingers Braid Spray and the Magic Fingers Unbraid Spray are perfect complements to the Magic Finger’s line. The market has been hungry for these products, and we are pleased to be able to meet demand.
Addressing the needs of professional stylist, we are also introducing our Giant Jam, the Shine N Jam Extra Hold 4 lbs.!
OTC: How does Ampro ensure that its products meet the diverse needs of various hair types?
Alejo: We are always listening, and consumers tell us what they want. Our laboratories are constantly working on new projects with professionals in the industry, distributors, OTCs owners, and consumers. We receive feedback from them, analyze it, and act on that feedback to ensure we have the best product that fulfills consumer’s needs.
OTC: How does Ampro gather feedback from beauty supply owners and customers to improve its offerings?
Alejo: We have a team of merchandisers on the field who ensure our products are on the shelves, looking good and ready to be picked by consumers. We also have a team of stylists, braiders, locticians, barbers, and professionals in the industry who work with us in every step of product development.
OTC: What support do you provide to beauty supply owners to help promote and sell your products effectively?
Alejo: Our team of merchandisers makes sure stores have good product in the shelves, and to address any questions or challenges on a case-by-case scenario. Every question is answered, every problem is solved.
OTC: What are Ampro’s plans for expansion in the coming years, both in terms of product lines and market reach?
Alejo: We are finalizing the expansion of our facility. We added over 250,000 sq ft in a new building adjacent to the original one, and purchased cutting-edge technology, state-of-the-art machinery, and are continuously developing the skills of those who work with us. We have plans to continue expanding our popular product line with products sure to become household favorites. We might even have a secret project or two we are currently working on that will be sure to shake up the industry! Stay tuned.
OTC: How is Ampro adapting to the growing demand for sustainable and eco-friendly products?
Alejo: We deeply care about the environment and sustainability. We use sustainable raw materials in our formulations and continue to increase the percentage of PCR materials in our packaging as it becomes available and viable. We’ve also recently invested in almost 3 million square feet of forests which we maintain to offset a significant part of our carbon footprint.
OTC: What message would you like to convey to beauty supply owners who are currently carrying Ampro products?
Alejo: Thank you! We wouldn’t be where we are today without your help. We would like to make sure each one of you knows that we enjoy working with you and appreciate your support. We are here to answer their questions, directly or through our team of merchandisers, and are lucky to have them working with us.
