Patricks pushes boundaries

[Thu 22/07/2010 01:03:38]

American Crew, the leading manufacturer of professional salon products for men, is continually encouraging the growth and changing face of men’s grooming in Australia, both through its own ventures and projects, as well as supporting local salons and talent.

One such project was its recent sponsorship of the Patricks Identity TVC (inspired by the Bourne movies) featuring American Crew and produced by controversial, innovative men’s salon, Patricks in Bondi Junction Sydney.

This was the first TVC created by the salon which, like everything else at Patricks, pushes the boundaries of normality bringing further attention to Australia’s evolving men’s grooming industry.

“We are proud to be associated with such a like-minded brand as Patrick’s of Sydney. The TVC was a bold and exciting undertaking. Not only have they cleverly brought light to men’s grooming, but have done it in an extremely cool way,” said Rob Gattuso, Brand Director, American Crew Australia.

Premiering at the salon’s exclusive red carpet third birthday celebration, the TVC was enjoyed by local celebrities and loyal customers who were treated to champagne, cigars and entertainment.

Patricks first opened its doors three years ago when electrician-cum-hairdresser, Patrick Kidd noticed a gap in the market for men’s styling. He felt the only options seemed to be a $10 clipper cut a $200 style that required him to leave his masculinity (and wallet) at the door.

Tailored specifically for men, the salon offers free beer, a coffee table to put your feet on, comfy couches, motorbikes and flat screen TV’s, all which have helped lure a cliental that includes pro surfers, football players, actors and musicians .


 

For more information on Patricks please visit www.patricks.com.au  For information on American Crew, please call Ozdare on 1800 104 204.