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.
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion