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Interview: ELEVEN Australia

We hit up Joey and Rob from ELEVEN Australia for some insider tips, nifty tricks and picked their brains on how they made it in the biz.

Joey Scandizzo is the Co-Creative Director of ELEVEN Australia. Rob Gattuso is ELEVEN Australia’s Brand Director. So yeah, they really know a thing or two about hair dos. Pairing their wealth of wisdom about dynamite locks with their understanding that a fab fro needn’t make a hole in your wallet, ELEVEN Australia is a fresh approach to hair care. In a nutshell, it is simple to use, easy to identify and does exactly what it says it will do (that’s novel), which is probably why the Australian made and owned products have become one of the fastest selling haircare brands in the country. 

 

Joey Scandizzo – ELEVEN Australia Co-Creative Director

How did you get your first big break in the industry? 

Going out on my own led to my big break in the industry. Starting up my own salon has opened up some exciting opportunities over the years. I definitely wouldn’t be where I am today and co-creative director of ELEVEN Australia if I hadn’t taken the risk and gone out on my own. It’s not easy and can be challenging at times but it has paid off. 

What are the upcoming hair trends for the season? 

We’re moving away from the sleek and smooth structured styles that were big last season and returning to a more timeless, classic blow-waved look. As showcased by Hollywood’s hottest, the soft, beautiful, tousled waves are going to be massive again this season. Balayage and bed hair are gone – women want to look polished and elegant. We’re going to see women colour their hair and use treatments more often – emphasising high shine and glamour.

Do you have a favourite product in the range? 

In the salon, I can never be without Miracle Hair Treatment (RRP $24.95). This really is a magic product that provides eleven benefits to the hair to deliver shine, leaving it smooth, rejuvenated and protected against UV rays and heat styling. 

On a shoot my signature products are ELEVEN Australia Sea Salt Texture Spray and ELEVEN Australia Give Me Clean Hair Dry Shampoo (RRP $22.95) as they are perfect for achieving the texture, style and hold required for these sorts of jobs. 

Who is your ultimate style icon? 

I love Tom Ford. He’s cool and edgy and his designs are the same. He did some amazing things with Gucci and continued his great work with his own brand. To then go on and start your own film production company and write his own film shows that he is a true creative, who follows his dreams.

Locally, I am a huge fan of Dion Lee. He is fresh, young and extremely talented. His pieces are cutting-edge but also highly functional. I love seeing what new direction he takes each season.  

Best hair trick you have ever learnt?

If you can’t get to a salon but want a sexy, loose ‘undone’ style, tie your hair in plaits overnight. This will create natural texture and movement. You just need to take it out, shake the hair out and you’re good to go. Simple!

Rob Gattuso – ELEVEN Australia Brand Director

Congratulations on ELEVEN Australia’s first birthday. Can you tell us the story behind the brand and how it came to be where it is today? 

Australian hair care distributor, Ozdare, began developing the brand in 2011, with company founder Peter McDonald, managing director Carlo Gattuso and myself as the brains behind the brand.

We later joined forces with celebrity hairdresser Joey Scandizzo and esteemed hair and fashion photographer Andrew O’Toole, appointing them as co-creative directors. The debut product, Miracle Hair Treatment, was launched in 2011 – a leave-in styling product that boasts ELEVEN key benefits for hair. Following the success of Miracle Hair Treatment, ELEVEN Australia created a complete range suited for all hair types (these simple-to-use products are made in Australia from high performance ingredients.) 

How has the brand grown and developed since its inception?

In our first year, ELEVEN Australia has become one of the fastest selling hair care ranges in Australia. And we’re stoked! There’s over 700 salons stocking ELEVEN Australia products nationwide and the demand for it keeps coming.

In our first year, we were asked to be part of Splendour in the Grass in the Splendour Day Spa, partnered with the 2013 AACTA Awards (which led to our 2014 partnership) and raised over $21,000 to support survivors of slavery in Afghanistan, Cambodia and Vietnam for not-for-profit organisation, Hagar. And we’re just getting started. 

elevenaustralia.com

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