It’s been a year since the brand ELEVEN Australia launched its complete range of 16 haircare products, and what a year it’s been for the brand. ELEVEN’s growing popularity over the last year has been underpinned by its mantra of producing high quality products at affordable prices, testament to the vision of the founding members of the brand, Ozdare and Co-creative directors Joey Scandizzo and Andrew O’Toole.

“Ozdare, Joey and Andrew had the same dream from the beginning – to make hair care affordable and less complicated, and to create professional, user-friendly products. When we brainstorm ways to take ELEVEN Australia further and further, our synergy is undeniable and you can see the proof in the outcome,” says Rob Gattuso from Ozdare.

The youthful brand has achieved an average of 125 per cent sales growth each month and expanded from a single product to a 16-strong range of shampoos, conditioners, treatments and styling products over the past year, stocked in over 1,000 salons across the country and New Zealand.

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Couturing caught up with Co-Creative directors Joey Scandizzo and Andrew O’Toole to talk about their experience over the last 12 months.

Congratulations on ELEVEN Australia’s first birthday! You must be very pleased about the success the Brand has had since launching the complete range. What have been your highlights this year?

Andrew: As the photographer behind the brand, the first poster release was a huge success. All of a sudden it seemed to be everywhere! The Melbourne launch of the range was also really special – to have so many friends, family and industry colleagues there to support and celebrate with us was a really special moment.

 We know that the first ELEVEN product, Miracle Hair Treatment, has become a cult beauty product here in Australia, and the range that followed has also grown in popularity as well. What are the key things you believe have driven this success?
Andrew: Initially, I think it was the marketing strategy developed by ELEVEN Australia brand managers – it was releasing a single, amazing product that gives exceptional results and backing it with strong imagery to establish the brand. The success of Miracle Hair Treatment was so strong that within months we had hundreds of new salons wanting to stock the entire range. Behind the scenes the ELEVEN Australia team has a really clear vision of what we want the brand to be and how to achieve to reach those goals.

The ELEVEN Australia range of hair and styling products is so good because it provides great and uncomplicated hair care for all different types of hair. Do you have any favourite or go-to products?                                                                                             

Joey: It really depends on the style I’m working on but I rarely go a day without using Miracle Hair Treatment and Sea Salt Texture Spray.

Miracle Hair Treatment ($24.95) is a magic product for all hair types, containing eleven benefits to cure frizz and dehydration issues and leave your hair smooth and silky. It works as a heat protectant before heat styling or gives dry and damaged hair an instant lift when on a shoot.

Miracle Hair treatment

Sea Salt Texture Spray ($20.95) is my go-to for texture and volume. It gives me the texture I need for styling and allows me to move the hair around and play with the style.

What are the plans for ELEVEN Australia this year? Do you have any new products to add to the range?   

We’ve had really successful launches in Australia and New Zealand and are now focusing on the global markets.  At the same time we’re always working on developing new products for our range. Stay tuned!

For more information on ELEVEN Australia’s great range of haircare and styling products, visit www.elevenaustralia.com

About The Author

Katherine Ng

Katherine is not your typical Beauty Editor. Finance consultant by day and beauty and fashion addict at all other times, Katherine spends her hard-earned money helping the Australian and international economy with her never ending pursuit of everything pretty. A keen traveller, Katherine still holds dear her Melbourne roots with an overflowing wardrobe filled with black clothes, shoes and handbags. Katherine also has a deep love of food and wine, and you can find those adventures on instagram at @thegreedykat Email: kath@couturing.com Twitter: @kath_couturing Instagram: @kath_ng

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