You may not have heard of ELEVEN Australia but you may be familiar with their hair treatment called Miracle Hair Treatment. This hair product, the first for the brand, has been a best seller since its launch over a year ago and was the inspiration behind the name of the brand because of the eleven key benefits for hair that the Miracle Hair Treatment brings to your hair.
Proudly Australian made and owned, ELEVEN Australia, incorporates the talents of haircare distributor Ozdare along with Creative Directors, Joey Scandizzo, two time Australian Hairdresser of the Year, and Andrew O’Toole, esteemed hair and fashion photographer in Australia and the UK.
The range was formulated based on the insights of Joey Scandizzo, from his extensive experience in hairdressing, as well as key understandings from Andrew O’Toole. “As a stylist who still works in a salon as well as doing hair on shoots and runway shows, I felt the need for a range that both customers and stylists could understand. Haircare doesn’t have to be complicated, it just needs to work” explains Scandizzo.
“Having shot for some of the biggest hair care brands and celebrity stylists over the past 10 years, I have a good understanding of what works for hair and beauty imagery and what doesn’t. To create a fun, stylish, youthful brand with ELEVEN Australia will be as good as it gets!” adds O’ Toole.
Having released Miracle Hair Treatment in late 2011, the team continued to develop the ELEVEN Australia hair range throughout 2012. The hard work has paid off with the Styling and Hair care range launched at the leading industry even, Salon Melbourne over the weekend.
With a range that is youthful, fun and relevant, ELEVEN Australia has produced products that can be used by all. The range provides everything you could want in a hair care range. As OzDare Director, Rob Gattuso, says, “the range has been formulated to give users what they want. With the “Make me Shine” styling gloss, the spray is in an aerosol meaning the spray is lightweight and doesn’t leave your hair hard or sticky”. He added “from hold, volume to shine, ELEVEN Australia’s new styling products have your hair styling needs covered – without the excessive price tag.”
The range encompasses a range of shampoos, treatments and conditioners including the “Hydrate My Hair” moisture shampoo and “Smooth Me Now” Anti-Frizz conditioner. The four styling products, Give me Hold – Flexi-Fibre hairspray, Make me Shine – Styling Goss, I want body – Volume foam and Give me Clean Hair – Dry Shampoo help to meet all your styling needs.
Not only has the launch of the new product range garnered a lot of interest from the community and media, the brand cemented its mark on the industry as well this week, taking out two of the top awards at the coveted 2013 Australian Hair Fashion Awards (AHFA) – an annual celebration of the best in Australian hairdressing where the country’s top campaigns, salons, stylists and products are recognised for their excellence. Crowned the winner of the AHFA Best New Marketing Campaign, ELEVEN Australia was nationally recognised for its innovative and multi-faceted marketing launch campaign, which saw the fresh new brand and its debut product Miracle Hair Treatment achieve phenomenal launch success.
ELEVEN Australia’s Co-Creative Director, Andrew O’Toole was also recognised for his industry leading photographic talent at last night’s AHFA event, taking home the esteemed 2013 AHFA Photographer of Year award. As further testament to the brand’s industry domination, O’Toole’s award follows last year’s crowning of ELEVEN Australia’s joint Co-Creative Director, Joey Scandizzo, as 2012 AHFA Australian Hairdresser of the Year.
Eleven Australia continues to growth from strength to strength, and we look forward to see what they have in store for us next.
Eleven Australia is avaialble at selected salons nationally or online at elevenaustralia.com. For stockists, please call Ozdare on 1800 104 204.