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eve.com Launches National Ad Campaign

Cosmetics site eve.com launched a national advertising campaign using delicate representations from nature to convey high-end beauty and portray eve.com as a unique new brand.

The campaign's print advertisements, which launch in a variety of women's fashion magazines in September, contain images from nature, such as a butterfly or fish, shown next to beauty products which match their color. Each ad contains a list of some of the more than 50 beauty brands carried by eve.com.

eve.com named Arnold Ingalls Moranville, as the agency for its advertising campaign. Billings were not disclosed.

"Women's attitudes towards beauty are changing, and they are telling us that they want to be beautiful in their own way," said Mariam Naficy, co-founder and co-president of eve.com. "In our campaign, we chose not to use one face to represent a physical ideal, but instead to use natural objects to suggest freedom from constraints and mysterious, unique beauty."