Millennial line Eva NYC is expanding its reach with an unexpected new customer base — moms.Following a successful test with Costco in the U.S., the Brooklyn-based mass hair-care brand known for its colorful, whimsical aesthetic and affordable, hot tools will enter all of the retailer’s 508 doors.The early 2017 test was fueled by Eva NYC’s aggressive influencer strategy targeting “mommy bloggers,” said Lindsey Edelman, director of sales and brand strategy at Eva NYC. The brand sent product out to “thousands” of influencers it targeted for the Costco test, in hopes they would like the product and post about it. Eighty two — with a total reach of 4.4 million followers — ended up posting about the product. “Within the first three weeks of the test, corporate called up and said, ‘What are you doing for marketing on your end? Because we have regional managers from all over the country asking why they don’t stock Eva NYC.’”[caption id="attachment_10846142" align="alignnone" width="300"] Eva NYC 1-liter shampoo and conditioner set[/caption]“If you’d asked me a year ago, I wasn’t certain the products and packaging would connect [with older customers],” Edelman said. “It’s bright pink, it’s fun and it’s not heavy mass.” But the success of the influencer partnerships has changed her mind. “[There’s a need] for innovative indie beauty products amongst 40- and 50-year-old women.”The Costco shopper, said Edelman, also has extra income to spend. “They are looking for premium, innovative products at a value,” she added.Launching in Costco stores today are the one-liter Clean It Up Shampoo and Soften Up Conditioner, which will retail for $9.99 each — a promo for $2 off is running from March 23 to April 17. An extended assortment will be available online at costco.com, including the Hold Me Tight Hairspray and one of the line’s hero products — Therapy Session Hair Mask.All of Eva NYC’s products are formulated with Keravis, a proprietary protein complex designed to strengthen hair, as well as natural ingredients such as argan oil. The formula, Edelman said, ties in with the brand’s messaging, centered on strong, independent women.Eva NYC is sold in Ulta Beauty, Urban Outfitters, Anthropologie and Forever 21, as well as Costco in Canada, but it is expanding its reach in April with a launch CVS, reaching 900 doors by October.The brand will also launch three new products this year, including a 10-in-1 primer and towelettes infused with hair serum.Edelman and Eva NYC declined to discuss financials, but according to industry sources, the brand is small but growing rapidly. One source indicated the brand’s retail sales are somewhere between $15 million to $20 million annually, but are on track to triple by the end of 2017.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews