Starting with a series of seven barbershops and go-to style destinations, as well as a thriving education academy, which have all revolutionised the men’s hair scene in Melbourne, the talented team behind Kings Domain have now launched a consumer haircare range as well, also titled King’s Domain Melbourne.
Founded by industry stars Joey Scandizzo and Aaron Chan, the range is comprised of nine products that continue to add to the world of men’s hair and style. The collection is designed with a dark and contemporary aesthetic to appeal to the modern man, built with high quality Australian native ingredients like lemon myrtle, Davidson plum, manuka honey, lemon balm and Kakadu plum and approached with a sustainable mindset.
Beyond its consumer retail appeal, the products are also a kit essential at the Kings Domain Barbershop salons, putting them in the hands and through the hair of some of the country’s most renowned barbers and stylistic influencers. Joey, Aaron and the Kings Domain team hope to extend their ground-breaking impact on men’s hair in-salon, to consumer product offerings and efficient daily style as well.
“Our partnership with Kings Domain, a trusted barbershop with seven locations across Melbourne, provides credibility and connects us directly to our target audience. Kings Domain Melbourne products are used everyday in the barbershops,” Joey said.
The brand is predicated on concepts of quality products, an eco-conscious ethos, a simple mindset in aesthetic, formulation and product offering and accessibility for the men’s hair market. With this sense of accessibility in mind, the considered packaging has QR codes directing the user straight to how-to videos for each product. It also ensures an easily shoppable numbering system, multilingual naming on the packaging and clear indicators of product outcomes to empower male consumers in their at-home sense of style. This complements the full Kings Domain mentality of facilitating subtle self-care and confidence for men.
In this product endeavour, brand ambassador Bailey Smith is featured as the embodiment of the Kings Domain confidence mantra. Bailey champions the iconic modern mullet on the field in his role for the Western Bulldogs AFL team, becoming the perfect face of the brand.
“Confidence plays a key role in my life, on and off the field. Whether it’s in my day to day or when running up the race at the G, confidence really is king,” Bailey said. “My relationship with my hair is very relaxed, so easy-to-use, no fuss products that deliver on their promises made sense to me. The premium packaging is a bonus, I am a big fan of the monotone. There isn’t much on the market that is affordable and accessible but still looks good in your bathroom. The Kings Domain Melbourne products are my go-to.”
“Bringing on a star like Bailey brings personality and a human face to the brand,” Joey added. “Bailey is the perfect embodiment of our ethos: Confidence is King. He represents the balance of taking pride in your appearance but in a relaxed, effortless way.”
The Kings Domain brand will continue to grow the men’s hair market under these three core pillars – salon style in their seven Melbourne locations, product options with the new brand and education through the Kings Domain Academy. Congratulations to the team on this next exciting step.
For more information visit www.kingsdomain.com.au and www.kingsdomainmelbourne.com
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