the Cool Collector: Evo: Saving ordinairy people from themselves

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February 8, 2011

Evo: Saving ordinairy people from themselves

6:21 PM | Geplaatst door THE COOL COLLECTOR |

Cool Collector # Brand Files

During a work conversation last week at Toni & Guy Rotterdam, the director showed me with huge enthusiasm the product line of the haircare brand Evo. After some more research on the internet I got more and more excited about this brand comming from Australia. Evo takes a different approach towards haircare then we are used from haircare brands. It's rebellious and takes in a anti-position towards luxury cosmetic brands who market there products with all kind of weird ingredients we don't really understand or need.

Evo does that in a very humorous and twisted way with lots of irony. The whole brand identity is very cult, with adds and designs that look very styled, shiny and conceptual like Diesel Campaigns. The product design is simple, fresh, clean and very no nonsense, but the titles and slogans of the products are hilarious! To start with their all-over slogan. 'Evo: Saving ordinairy people from themselves'. The curl rolers are advertised by the slogan 'twisted for life' and promoted by the 1981 curl champion, who now is old grey and still wears the outfit and girls curls from the 80's. Evo also thinks about the environment and also promotes that in a very ironic way, with the 'poorganic disclaimer'. Like by the 'Love is in the hair' product line, the 'poorganic disclaimer' claims: " Only fruit that has naturally fallen from untarnished trees is used to flavour our products." I really love that approach towards honest products. It doesn't always have to be so serious when brands mention the environment. A salon that decides to sell and use the product-line gets a free set of knifes, for some old skool barbering I suppose. Not very realistic but very fun as a concept!

Now, I can go on and on quoting claims I liked but I sugest you find out for yourself on the Evo website. I especially recommend the movies and the lookbooks! The Evo websites store locater only gives selling locations in Australia. But I have already seen it in Rotterdam, as soon as it's going to be for sale I will let you know!

Special thanks to Toni & Guy Rotterdam