LaunchPad - April 2012 - (Page 54)

BRAND N EW To Tell the Truth Evo brings its message of simplicity and integrity to the masses with its recent stateside launch. In an age when advertisements are routinely Photoshopped, it’s refreshing to discover a company that refuses to overpromise results. Enter Evo. Founded by Gavin von Gavin in 2004, Evo branched out from Australia to the States this past December ( The company’s catchphrase, “Saving ordinary humans from themselves,” hints at its philosophy and quirkiness: “Evo’s mission is to create innovative, salon-only products that are simple, luxurious and effective; to tell the truth; and to keep the beauty industry honest,” marketing manager Garth Gauvin explains. “Evo steps outside the realm of truth-stretching invention in a crusade of twisted honesty designed to make people think.” The 36-SKU line shuns short-term trends and “glamour and catwalk” inspiration in favor of an “everyday life” approach, which garnered much success in the Land Down Under. Evo’s originality and irreverent imagery not only captured the interest of the professional industry but also the media and consumers alike—a feat the company hopes to replicate here. “Australians and Americans share similar ideals, expectations of performance and tastes in fashion,” Gauvin relates. “We felt that Evo’s honesty, uniqueness, huge brand personality, luxurious formulas and controlled distribution would satisfy a gap in the market.” Eco-friendly efforts underline Evo’s vision of “truth, justice and simplicity.” The company uses 100% recyclable packaging and recycled materials for printed promos; purchases government-accredited carbon offset credits; eschews sulfates, parabens, DEA, TEA and propylene glycol in its formulas; and doesn’t test on animals. Plans to connect with the U.S. stylist community (think distributor events and educational programs) will be augmented with an inaugural Evo ambassadors meeting, where distributor educators will take part in a new campaign launch, as well as new education and product launches. “Through education, we’ll help salons in the States meet high standards of professionalism, exciting them with practical, useful information that can be used in the salon,” Gauvin grins. “They’ll become great hairdressers who are not only extremely skilled, but also listen, help and connect with clients in a real, interesting and fun way.” No retouching required. —Tracy Morin Quirky names and product descriptions mark the clean lines of Evo’s packaging. 54 4.12 Still life: Armando Sanchez

Table of Contents for the Digital Edition of LaunchPad - April 2012

LaunchPad - April 2012
Editor’s Notebook
In Touch
Runway Report
Star Struck
First Look
Inside Story
Brand New
Color Lab
Male Order
Tool Talk
My Way
20 Questions
Head of the Class
Salon of the Month
Beauty 911
Saving Face
Only Hue
Free Launch
Green Light Beauty
Cutting Board
Quick Tips
Advertiser Index
Look of the Month

LaunchPad - April 2012