INSTYLE March-April 2019

Nathan Armagnacq & Jacky Chan. Image courtesy of
Oscar Oscar Salons
“We partnered with Redken initially when
they launched a revolutionary colour
range, ‘Chromatics’ and this technology
was the closest thing to the multi-faceted
benefits we needed in salon, and now
Shades EQ is no exception”
OSCAR CULLINAN
Colour brand and salon partner of choice Redken 5th Avenue
NYC has aligned with Oscar sharing values of innovation, growth
and community.
Colour innovation has been at the forefront of the Oscar Oscar
brand's growth, with many stores averaging around 65 per cent
colour services. “We partnered with Redken initially when they
launched a revolutionary colour range, ‘Chromatics’ and this
technology was the closest thing to the multi-faceted benefits we
needed in salon, and now Shades EQ is no exception,” Oscar said.
This year marks a special anniversary for arguably Redken’s most
prized colour range - Shades EQ. This highly versatile gel colour is
celebrating a milestone 30th anniversary with a strong following of
colour obsessed loyalists. Addicted to the unique formulation in hair
colour that blends like no other, achieving Demi Permanent results
for unmatched colour blending and vibrancy.
“We are thrilled to be partnering with Redken on a new color
launch, Color Gels Lacquers. As a group we were integral in testing
and offering feedback on this range. The perfect complement
to Shades EQ, and what we see as Shades EQ with a permanent
heart.” Oscar said.
In-line with that Oscar says Shades EQ is one of the most diverse
colour ranges in the market, Redken has a solution for everything
which is crucial in a dynamic luxury brand like Oscar Oscar.
“Redken always continues to evolve, and it’s no wonder some of
our salon partners are up for Colourist of the Year in the AHFAs and
have in the past won colour awards,” Oscar said.
Oscar believes a salon's delivery process is important and
if changed by merely 2 per cent the message becomes
unrecognisable, so it’s little wonder that throughout 2019 Oscar
Oscar has continued to grow on a refined approach, with
management having dedicated time to further regulate these
processes and prepare for significant expansion in 2019, and 2020.
This expansion mindset also included the appointment of Lee
Cohen as Business Development Manager for the group. According
to Oscar, Lee is a great energiser for the brand and has injected a
lot of vitality, “We bounce well off each other,” Oscar confirmed.
Oscar makes special note that to be successful you have to be
aware of the great pretenders as ‘all that glitters can fade quickly’.
Oscar believes the moving image has been massively underutilised
and Instagram has become what he calls 'the Tinder for hair',
where only very few of the connections made via social will result in
long-term relationships.
The first Oscar Oscar Salon opened in 1989 in Brisbane and today
Oscar Oscar Salons are found in prestigious locations throughout
Melbourne, Brisbane, Gold Coast and Toowoomba, including at
the chic Fashion Precinct at Pacific Fair on the Gold Coast and
Chadstone – The Fashion Capital in Melbourne.
Ultimately, Oscar confirms that there are three primary driving
forces that continue to make the Oscar Oscar brand, 1) the location
of the stores, 2) word of mouth, and last but not least, 3) a great
salon culture driven by great salon partners.
Fourth and fifth in order of importance sit the website and social
media. The key drivers in bringing new customers into the salon, as
Oscar believes.
Next for the brand will be a new flagship Oscar Oscar salon in
one of the three capitals (Brisbane, Melbourne, Sydney) as well
as an existing store relocation, plus another high street salon. "We
look forward to strengthening our partnership with Redken as an
authority in colour in trends, offering creative techniques for the
luxury, trend-driven client!” Oscar said.
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