INSTYLE March-April 2019

REDKEN 5TH AVENUE
30 YEARS OF
OSCAR OSCAR
THIS YEAR MARKS A MILESTONE FOR THE PATRIARCH OF LUXURY HAIR SALONS IN AUSTRALIA,
WHO AFTER 30 YEARS CONTINUES TO SIT AT THE HELM OF A GROWING MULTI-SALON BUSINESS.
WITH 13 SALONS AND MORE IN THE PIPELINE. AN ENTREPRENEUR FOR ALMOST THREE DECADES,
AND COVETED HAIRDRESSER BOASTING THE “AUSTRALIAN HAIRDRESSER OF THE YEAR AWARD”.
INTRODUCING THE PATRIARCH, OSCAR CULLINAN
From coining salon luxury to the evolution of salon experience
and exceeding consumers’ expectations, the success
of Oscar Oscar salons is now well defined. The energetic
Irishman and his entourage of entrepreneurs has the energy
and tenacity not often witnessed in an increasingly challenging
industry. With an approach to hairdressing that has defied
the statistics.
20- 30 per cent growth year on year for the past three years
means the Oscar Oscar salon group continues to be at the helm of
strong partnerships.
“The industry has changed a lot in the last 30 years. Traditionally
it was about a great haircut, colour and blowdry but now the
industry has become a lot more sophisticated in terms of the
diversity of work store to store,” Oscar said.
“A big component of the business is now bringing people into
stores via social media. Instagram has shaken some of the older
players and made it more challenging for them in the industry,”
he said.
There’s no question the online environment has made the
average consumer more aware, and as Oscar confirms, it is all
about quality control and consistency. “The customer is now happy
to pay good money for a luxury product and more reluctant to pay
average money for an average product.”
“It’s more important than ever to have a really slick website.
Not only this but each location upholds the brand’s values of
consistency – it’s a constant challenge in our industry whereby
many brands have done this for particular periods in time and may
not have adapted or evolved,” Oscar said.
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