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What happens when you take 13 hair creatives, a 7ft surfboard, 4 models, 1 photographer, and 10 flights of stairs…magic! That’s what!
Monday the 27th June saw the ELEVEN Collective team coming together in London at the amazing Electric Space, for the first time to work on a collaborative photoshoot for ELEVEN Australia. Inspired by the fun, cool and fresh vibe of the brand they worked together creating 11 looks with everything from Farah Fawcett 70’s flicks to ‘just stepped off bondi beach’ tousled waves.
Lead by Wonderful Brands Director, Jo Robertson and assisted by ELEVEN Collective member, Victoria Woods from HEIR Salon, Lytham. The shoot took months of prep, planning and colourful spreadsheets to bring together the team from across the UK and produce ELEVEN Australia worthy hair. And we think it’s safe to say, they definitely smashed it!
Keep reading to check out the team’s step by step images on the next few pages! The look above was created by ELEVEN Australia Collective member Becky Weeks. This look was created by firstly prepping the hair with ELEVEN Australia’s I Want Body Volume Shampoo & Conditioner. She then added two pumps of ELEVEN Australia’s I Want Body Volume Foam to wet hair, to volumise, create texture and hence control that hair texture. Then blow dry hair smooth and sleek to enhance shine. Then using ELEVEN hair straighteners bend the hair around the iron in different angles to create S bend, brushing out waves and finish with Give Me Hold Flexible Hairspray . Then simply feel like the baddest bishhh rocking those voluptuous curves!
Another amazing step by step was created by hairstylist Hayley Penny. Through the power of ELEVEN Australia’s products, Hayley created a Chic, Pillowy and Touchable, Luxe Blowdry look. Read on to see a break down of how she did it.
Hayley’s Method
First cleanse and condition the hair with Gentle Clean Shampoo & Hydrate My Hair Conditioner. Leaving the scalp so fresh & clean with gorgeously soft ends (1). Now to layer in the products. First Miracle Hair Treatment, apply 2 pumps to towel dried hair. This leave in treatment is a must before any blowdry on any hair type (2). Next up is I Want Body Volume Foam. Add 2 pumps of the Foam throughout, the concentrate another on the top for extra oomphf (3)! Now using a soft bristle brush, ‘Wrap’ dry the hair. Wrap around and over the head in all directions to give that pillowy soft volume (4). Finish using a round brush. Shaping the top sections to flick back and the front sections around & towards the face (5). Spray Give Me Hold Hairspray onto a soft bristle brush. Brush through the entire blowdry back away from the face before hand dressing out (6). PRO STYLIST TOP TIP: To create that chic french look, once dry, take 1 pump of foam and scrunch into the ends. Et Voila (7)!
The next ELEVEN Australia Collective member to create a Step-by-Step look was Annabelle Arnold. Annabelle created a wet look with a brushed back texture. See below.
Annabelle’s Method
Generously apply I Want Body Foam to dry hair focusing on the roots and mid lengths (1). Use a Wide Tooth Comb for even distribution (2). Take horizontal sections starting from the and apply Slick Hold Styling Pomade. This will help create that super sleek, wet look (3)! Comb each section into position after application, and then secure with a clip (4). Use a diffuser to gently set the hair into place (5). Finish by applying Smooth & Shine Anti Frizz Serum for high, glass-like shine (6).
Next was ELEVEN Australia Collective member Martyna Grant with her Step-by-Step look. Continue reading to see what we came up with.
Martyna’s Method
Shampoo and condition your hair using Smooth Me Now Anti-Frizz Shampoo and Conditioner (1). Apply a hazelnut size of the Frizz Control Shaping Cream onto your hand and add 1-2 pumps of Smooth & Shine Anti-Frizz Serum. Mix together between the palms of your hands and spread evenly through mid-ends and ends (2). Blowdry smooth and straight making sure the airflow of the dryer points downwards using the ELEVEN Australia Round Brush and a hairdryer (3). Straighten each section of the hair using ELEVEN Australia Flat Iron (4). Finish with the Make Me Shine Spray Gloss (5).
Another amazing Step-by-Step look was created by Pam Cooney. Read on to see how she created her blow out.
Pam’s Method
Firstly we want to prep the hair by shampooing with I Want Body Volume Shampoo & Conditioner, jam packed with soy and wheat proteins penetrates the hair shaft, providing a thicker and fuller appearance (1). Load the hair up with Plenty of I Want Body Volume Foam you can really layer this up without leaving any residue on the hair perfect for hold (2). Begin to blow dry using The Eleven Australia Small Round Brush flicking the fringe off the face with volume then wrapping and twisting the rest of the hair while setting into place with Clips (3).
Pro Tip: If the hair still feels to soft when dry add more volume foam to dry hair and dry in layering up until it feels mouldable.
Release the clips and apply Give Me Clean Hair Dry Shampoo throughout before brushing through with the Eleven Small Styling Brush this will create a fluffy airy texture (4).
Pro Tip: Plenty of Dry Shampoo at the roots to hold the volume.
For added width I use the Eleven Curling Iron to exaggerate the hair next to the cheek bone to flow away from the face (5). Finally we can brush out with the Small Styling Brush then using my finger tips to mold the hair into shape while fixing into place using the Dry Wax Spray to hold it in place (6).
Pro Tip: When brushing out brush towards the sealing for a more airy fluffy texture
The next ELEVEN Australia Collective member to take on the Step-by-Step challenge was Emma Dixton with her Tousled Wave.
Emma’s Method
Its Cocktail Time – Order UP! “The Bedraggled”
You will need ELEVEN Australia: I Want Body Volume Shampoo & Conditioner, Miracle Spray Hair Treatment, I Want Body Volume Foam, Sea Salt texture Spray and Smooth & Shine Anti Frizz Serum.
Firstly, double cleanse hair with I Want Body Volume Shampoo, Condition Mid lengths & ends with I Want Body Volume Conditioner (1). then, apply Miracle Spray Hair Treatment to towel dried hair root to tip, Comb through to detangle & even distribution of the product. Comb hair into the planned parting/shape (2). Add 2 Pumps of I want Body Volume Foam into palm rub together & apply to roots. 2 -3 more pumps into palm rub together & apply to mid lengths & ends. Comb through for even distribution of the product. Next apply Sea Salt Texture Spray section by section. Use hairdryer & round brush to dry in product, create volume, thicken & smooth flyaway hair (3).
Pro Tip: If hair still feels soft repeat step 2 to suit hair type for extra hold & undone textured finish
Then, get 1 Pump of Smooth & Shine Anti Frizz Serum into the palm & rub together as if using hand cream, smooth down any static fly aways/add moisture & shine to any dry areas of the hair (4).
Pro Tip: saturating hands with the serum ensures a lighter even application avoiding too much shine or uneven greasy looking patches on the hair.
Section hair from the final parting into 4, crown to behind the ear, crown to nape. Start at the nape take a section diagonal back no wider than the plate of the Flat Iron. Keep hair section neat & at an angle. Pivot sections to horizontal closer to the crown. Using the ELEVEN Australia Flat Iron hold horizontal rock the Flat Iron in a U shape toward the scalp & U shape away from the scalp as the Flat Iron glides down the section. Repeat until all the hair is Kinky & Wavy (It’s all in the twist) (5)!
Pro Tip: keep hair root to ear natural & smooth for a real contrast of Neat to Bedraggled texture.
Finally, using a wide tooth comb root to tip gently break up the surface waves. Now for the fun part…. Tilt head back & SHAKE IT BABY! From the root, get your fingers in and loosen that wave, encourage that tousled texture. To finish smooth any fly ways near the root & add Smooth & Shine Anti Frizz Serum & or Sea Salt Texture Spray as required to finish (6).
Voila! Enjoy your look!
For his ELEVEN Australia Step-by-Step challenge Kris created a Beachy Curls look. Read on for more.
Kris’ Method
First cleanse with ELEVEN Australia I Want Body Shampoo and Conditioner, for a lightweight foundation (1). Apply I Want Body Volume Foam from root to tips, scrunching the product to ensure even distribution then blast dry hair (2). When hair is 100% dry, curl hair using ELEVEN Australia Curling Iron. Alternate each section to maintain curl definition. (curling all the same way can result in a vintage glam feel, not today, Satan! (3) Pump ELEVEN Australia I Want Body Volume Powder, focusing on roots and mid lengths to plump up the hair. Massage root are to pump up the volume (4)! Using the ELEVEN Australia Large Styling Brush, brush out the hair section by section. Brushing OUT from the head to create volume and texture (5). Finish with ELEVEN Australia Dry Finish Texture Spray on midlenghts and ends for hair that is full and thicc and ready for a day at the beach (6).
ELEVEN Australia Collective member Sammi was next to take on the Step-by-Step challenge. Continue reading to see what she did.
Sammi’s Method
First remove any dirt, or excess oil buildup by cleansing with the Gentle Clean Balancing Shampoo, followed by Hydrate My Hair Conditioner. paired together gives your hair the ultimate dose of lightweight hydration (1). Next, spray our favourite hair prepping Miracle Spray Hair Treatment throughout the hair to ensure you have the maximum protection against heat, followed by 2 to 4 pumps of I Want Body Volume Foam for added texture, and control without the crunch. then blow dry (2). Once the hair is completely dry, take small sections (approximately 2 cm) place your finger near the root and wrap the hair around your finger in a twisting motion (3). Gently roll the coiled hair off your finger and clamp with the Flat Iron for five seconds aren’t you glad we use heat protection now (4). Then, section by section place the soft bristle brush under the curl and brush out away from the head, spraying Dry Finish Texture Spray whilst brushing to create that fluffy texture (5). Once all that fluffiness and texture has been created pump a little I Want Body Volume Powder for that extra pooooof of volume and fluff (6).
The next member of the Collective to take part in the step-by-Step challenge was Chloe Ashby. Check out her Wet look Braids below.
Chloe’s Method
Start by shampooing & conditioning the hair using ELEVEN Australia Smooth Me Now Anti-Frizz Shampoo & Conditioner, these products leave the hair soft and reduces frizz (1). Let’s work it… Next, spray all of the hair with Detangle My Hair, this is a lightweight detangled spray that both hydrates and tames the hair, leaving the hair smooth and tangle free (2). Let’s get sleek… Now to add the Slick Hold Styling Pomade, work this into the hair to create a wet look, this creates a sheen, enhancing the hairs natural moisture, this also gives hold (3). Now down to business… Take a central parting from the centre of the nape of the neck, clip one section out of the way (4). Plaits away… Start by reverse plaiting (so the plait sits on top), plaiting in additional hair to add length and thickness, secure at the bottom with a clear elastic (5). Finish off by taming any fly aways with the Slick Hold Pomade, adding more of a sheen, and slightly distressing the plaits by pulling out (6).
Pro Tip: Remember product is key… Choose wisely and you will create dream hair!
Jess Radbone was next to take on the step-by-step challenge. Check out her gorgeous look below.
Jess’ Method
Get started by cleansing and conditioning the hair with the ‘Keep Me Blonde’ duo, a perfect choice to keep that blonde looking fresh! Alternatively, if you’re not working with blonde hair, the ‘I Want Body’ combo would work great (1).
Pro Tip: Only apply conditioner to the mid length & ends to ensure we don’t lose that all important volume at the root!
Let’s prep! Before blow-drying, I evenly spray the ‘I Want Body Texture Spray’ from root to tip. Don’t forget to shake the product before using to ensure you get a nice mixture of the product applied (2). Iron time! Using the Flat Iron from Eleven Australia, I set the temperature at 160° – a low temperature as to not compromise the integrity of the hair whilst working through the hair slowly (3). Time to kink! Taking horizontal sections (no thicker than an inch) I start at the nape of the neck working towards the top. Keeping the irons horizontal throughout is crucial to achieve a kinked effect. Going in with the irons starting from root to tip, I rotate the irons to the floor as I glide it down the hair, then rotate it towards the ceiling. I continue this motion towards the ends throughout the hair. It needs to be a slow, gliding motion (4)!
Pro Tip: Don’t squeeze your irons too tight! This will make it much more difficult. Instead, gently press together allowing a gentle glide.
Sea Salt Texture Spray is my next go to! This will add texture to the hair making it more malleable when I come to dress it out. Spray lightly and evenly at arm’s length distance (5). Let’s finish the look! To separate the kinks and create a more lived-in textured look, I rub a small amount of the ‘Dry Shampoo Volume Paste’ in my hands warming the product up. This makes it easier to apply! I rub it through the roots and separate the kinks to create more body and definition (6).
Pro Tip: Apply the paste little by little. This way, you don’t get product over load weighing it down.
Last but not least, ELEVEN Australia Collective member Amelia Burgess took on the step-by-step challenge and created some beautiful ‘natural curls’. Read on to check out the look!
Amelia’s Method
Firstly, make sure those curls are fully moisturised by cleansing with the nourishing Eleven Australia Hydrate My Hair Shampoo and Conditioner (1). Next, prep hair with Miracle Hair Treatment Spray & Detangle My Hair Leave-In Spray using a wide tooth comb or wet brush. This will not only protect the hair from heat but also make the curls more manageable (2)! Spray all over with Sea Salt Texture Spray for a voluminous grittier feel through the ends (3). Work a few pumps of I Want Body Volume Foam into the roots (4). Using the Eleven Carbon Fibre Wide Tooth Comb, brush up and away from the scalp for added volume (5). Diffuse, use curl clip pins to hold the bangs in place. For extra volume, spray a little Dry Finish Texture Spray onto the ends once dry and scrunch out to create more width (6)!
Pro Tip: Holding the dryer around 20cm away on a medium heat avoids creating frizz and keeps the curls more defined. Don’t touch the hair until 80% dry! Once the hair is almost dry then you can push the diffuser into the ends to create some fluffier texture!
Want to be part of the ELEVEN Australia UK COLLECTIVE then click here
Credits:
Photographer – Ash Martin @ashmartinphoto
Stylist – Jess Williams @jessbcreative
Styling – Holly Coop @hollycooop
Read on to find out some of our amazing tips and tricks on how to sell ELEVEN Australia X Viscaya Wagner Holiday 2022 through in your salon…
TARGET CLIENTS
Every year parents buy gifts for teachers at their kids nursery and school, why not suggest they buy an Eleven Australia Bon Bon or Trio Pack instead of the standard wine and chocolates!
TALK TO CLIENTS ABOUT CHRISTMAS PRESENTS
Stylists should ask clients if they have Christmas gifts to buy, naturally the answer will be ‘yes’ which gives them the opportunity to suggest the Eleven Australia Trio Packs, Bon Bons or maybe a Limited Edition Rose Gold Miracle Hair Treatment.
HANG STOCKINGS AT FRONTDESK
Use the front desk to create an impulse purchase area, hang Christmas stockings and fill with Eleven Australia products. Stack packs and Bon Bons for instant impact. Use a chalkboard to make the display stand out and highlight the price.
SECRET SANTA & KRIS KRINGLE
Be sure to ask your clients if they are involved in a Secret Santa or Kris Kringle this year. Most people are involved in at least one and will have a budget for the gift they have to buy. Whether the budget is £10 or £50 you have them covered with an Eleven Australia!
STAFF INCENTIVE
Incentivise your team to sell Christmas packs! For every pack the team member sells they get a ticket and write their name on it, the tickets are collected in a box and once all the packs are sold you draw 3 tickets out of the box and award the prizes to lucky winners.
The more packs they sell leads to more tickets which gives them more chances of winning a prize! You could also do 2 tickets for a trio pack and one for any other ELEVEN product. Ask your rep about incentive prize ideas.
CLIENT INCENTIVE
Incentivise your clients to purchase packs! Create 2 seperate prizes, this could be one major prize and one minor prize e.g. full hair makeover as major prize and wash and blow dry with apprentice as minor prize. This could also be restricted so it doesn’t impact on your busy trading times e.g. redeemable Monday to Thursday before 5pm. When a client buys a pack they get a ticket and write their name on it and the tickets are collected in a box. The tickets are drawn and prize winners announced before the salon closes for Christmas.
VALUE ADD
Consider a value add promotion such as purchase 3 Eleven Australia trio packs and receive 1 Bon Bon FREE or maybe a FREE salon treatment! Maybe include a salon gift voucher in each pack to gain new clients in the new year.
CREATE A HOLISTIC EXPERIENCE
Create a full, sensory experience in the salon to boost Christmas pack sales. Push the ‘CHRISTMAS’ theme across all areas of the salon e.g. offer seasonal drinks, get that Christmas playlist going (personally we love a reggae Christmas song – listen to our Spotify playlist here), burn candles that have a festive fragrance.
Literally add the sense of holiday wherever possible in the salon and with the focal point being the Eleven Australia Holiday pack display everything will make sense! Use social media to promote the holistic experience you have created by pushing a tag line like: Your Christmas starts at ‘SALON NAME’.
THE GOLDEN TICKET
Hide a ‘golden ticket’ in one (or more) of the Eleven Australia holiday packs, the ticket would entitle the client to a prize of some sort. We recommend doing a value add prize such as ‘Get a blow dry at SALON NAME and receive a complimentary Eleven Australia in salon treatment’.
This would encourage clients to purchase more holiday packs and could potentially generate new business if someone receives a holiday pack with a golden ticket as a gift!
USE DATA TO ADD VALUE
If you have a salon software programme where you can access each clients purchase history you can be prepared with the best holiday packs for that client e.g. Sarah is booked in for her usual cut and colour and she has purchased Eleven Australia Smooth Me Now shampoo and conditioner in her last few visits, the stylist should have the Smooth Trio at the station to show it to Sarah when she comes in. This shows your client that you know what they like and have taken the time to set it aside for them, the client feels valued that you have thought about them before they have arrived in the salon.
USER GENERATED CONTENT TO INCENTIVISE CLIENTS
Encourage clients to share photos of themselves with the Eleven Australia holiday packs and tag the salon, e.g. a picture of them with their fresh hair and ELEVEN Australia Trio pack.
Have a prize for the best photo, it could be an Eleven Australia brush or product of their choice. User generated content makes the person feel like they are part of something and supports word of mouth marketing.
What is the ELEVEN Collective?
The ELEVEN Australia Collective is an exclusive team of digitally-active stylists, specially selected to create fun, fresh and informative hair content for the brand. The social savvy stylists enjoyed exclusive opportunities and education to help establish them as the next generation of hairdressing influencers, while sharing the love for ELEVEN Australia online.
Who dropped by to inspire them?
Andrew O’Toole, Joey Scandizzo, Melvin Royce-Lane, Zoe Rees, Viv Johns, Rachael Gibson and led by Jo Robertson.
What did they do?
• Discovered hair history and how to spot trends through history
• Learnt how to present live
• How to make engaging content
• How to create the perfect image
• How to write education
• How to be more Sustainable
• How to build your brand
& so much more!
A VIEW FROM THE FRONT – NICK HIGGINS
The biggest date in the hairdressing calendar, The British Hairdressing Awards, finally returned in person, after two years in the Zoom wilderness. And what a night it was. Our hair “Oscars” has always recognised the very best in British Hairdressing and this was to be no exception.
There was though, a real sense of something even bigger, better and more important on the night, the sheer delight from all, in seeing so many old friends and colleagues. That feeling was palpable. It was genuinely wonderful, feeling some kind of normality again following the difficult times we all have faced and the reminder that meeting people, chatting face to face is a simple but beautiful pleasure that we had lost for too long. Our industry is built on special relationships and contact with our clients and teams, so let us hope that 2022 brings them back… for good.
Wonderful Brands were in attendance and very lucky to be invited by the Executive Director of HJI, Jayne Lewis-Orr and to sit on her table (AKA Stage Front LOL). It was such a pleasure to attend and the night did not disappoint. Fantastic conversations on our table with a couple of major brand directors, Jayne and her colleagues and then hair legends Anthony Mascolo and Phil Smith! Two years to catch up on!
The awards kicked off with an incredible show from hair icon, Nick Irwin and then hosted by the ever reliable Rylan Clarke who did not miss a trick. I love his way of making all the award winners at ease on stage with his casual interview approach to receive them. Great to see several new winners and a couple of multiple award getters.
Following some incredibly well deserved regional award winners even the interval was fabulous, a genuine music legend, Spandau Ballet’s Tony Hadley appeared and was simply Gold (sorry!). It was amusing seeing anyone under 25 initially not sure who this was and anyone over 40 reminded of the amazing period of 80s UK music and in awe of one of the superstars of that time belting out his greatest hits. Whatever age, everyone was up. It was a wonderful moment.
And finally the build up to the big one, the ultimate accolade, British Hairdresser of the Year 2021. Preceded with an incredible hair model show from all of the finalists, demonstrating why British hairdressing is at the forefront in the world of hair. It must have been a difficult decision for the judging panel, deservedly the award was given to the supremely talented Robert Eaton. A second time win for Robert, based in the North of England and from a family who have over 40 years’ at the forefront of hairdressing. Congratulations to Robert, such incredible work and the most beautiful collection.
If any of our salons, stylists, colourists have ever wanted to or thought about entering for any awards then we are always happy to speak and support with advice, guidance or just putting in contact with the right people.
