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.”