AFAM Hits the Road to Stores
‘2025 Chicago Takeover Tour’ Sparks Momentum in Beauty Supply

Haircare brand AFAM has launched the ‘2025 Chicago Takeover Tour,’ a large-scale field promotion targeting beauty supply stores across the Chicago area. The campaign spotlights core brands like Hawaiian Silky, LeKair, Blessed Men, and Leisure Curl through direct store visits and on-site customer engagement.

The tour is designed as an on-site, community-focused event to boost real customer traffic and product awareness. Partnering with Power 92 Radio and comedian Boom 2 Funny, it features concert ticket giveaways for artists like Big Sean and Chris Brown. Free haircuts, braiding services, and refreshing shaved ice are also offered as community-friendly programs that naturally encourage customer participation.

SamsBeauty Warehouse @ Bedford Park, IL

Sistar Beauty @ Melrose Park, IL

“The key is to create on-site experiences that connect the brand, stores, and customers,” said an AFAM representative. “The goal is to help beauty supply retailers rebuild touchpoints with customers in today’s highly competitive market.” Retailers’ on-site response has been positive. With strong brand support, store visits have increased, and product trials are organically leading to actual sales. Most importantly, the tour is helping stores strengthen their presence in the community and build new relationships with local customers.

Following the Chicago tour, AFAM is considering expansion into other regions. The plan is to build a sustainable brand-retail partnership model centered around stores. As field-driven strategies gain traction, AFAM’s approach offers a meaningful path forward for the beauty supply industry.