DON'T BUY IT evo celebrates beauty beyond the bottle with their unique new campaign @EVOHAIR
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ustralian haircare brand, evo, continues to shake up the hair industry status quo with the launch of the ‘Don’t Buy It – beauty is abundant, not in a bottle’ - global brand campaign. The launch event, held in the iconic Tatler bar in Darlinghurst, aimed to raise awareness with consumers, asking them to
“Guests were treated to an interactive experience with quirky installations and powerful messaging”
question, think and talk about society’s seemingly impossible pressures and unrealistic standards of beauty: the hype, the stereotype, the Photoshop dream. Guests at the 'Don't Buy It' event were treated to an interactive experience that featured quirky installations and powerful messaging. Brand founder, Garth Gauvin, detailed the history of the brand and the inspiration behind their campaign, before offering personal styling sessions by evo ambassadors Jules Tognini, Motley Crew, Grant Norton and Nicole Kae in the aptly named ‘Mane Control Room’. Just as evo’s first brand campaign in 2005 featured a pile of mud, guaranteeing a “complete lack of miracle cures, exotic dirt, special herbs, enzymes and life-giving tonics”, ‘Don’t Buy It’ is part of evo’s mission to ‘save ordinary humans from themselves’ at the core. For evo, it has and always will be about challenging the status quo for a better future, to help people feel better with honest products that respect them and the planet. haircarenz.com HEADWAY.NET.NZ 79