On May 15, Evo invited a myriad of guests to the Eve Hotel in Redfern, Sydney, in order to celebrate the launch of the Destination Evo campaign. Alongside Australian Fashion Week, a curated guest list of media and influencers were welcomed into the 70s style vibe of the hotel, which echoed the campaign aesthetic, for a nostalgic, immersive styling experience at the Eve Suite.
Merging the brand’s professional and consumer focuses, Evo creative director Nicole Kae, regional educator Nathan Cherrington and director of good times Jules Tognini, styled the guests’ hair, with personalised routines crafted through pre-event questionnaires and in-person consultations at the event.
Guests left with tailored product recommendations and bespoke styles. Goodie bag gifts included the Destination Evo Pete Ionic Paddle Brush, a Fab Pro Custom Conditioner, which was mixed on-site to match each guest’s tone, and other essential haircare products. Stylish blow-dries, retro 70s shaggy fringes and lived-in waves were all on the style menu.
“It was a truly special moment to speak one-on-one with guests about Evo’s evolution, and to watch them light up as they experience the magic of the stylists first-hand,” shared Evo head of brand and marketing Keira Parry, who was on hand with head of education and product development, Jay Kownacki, to share the story of the campaign with guests. The Destination Evo campaign centres storytelling and belonging by profiling major characters who speak to the campaign’s wondrous nature.
For more information visit www.thehaircaregroup.com
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