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Eva NYC
Eva NYC is one of the most recognizable hair care brands.
However, the opposite is true.
Eva NYC
Her answer is simple: “Eva NYC is an effective andsustainablebrand.
The relaunch is about doubling down on that.”
For Kolemainen and her team, the first step in reimagining Eva NYC was reviewing the packaging.
Eva NYC
The first thing consumers will notice is that the brand’s signature tie-dye aesthetic is no longer.
Beyond visual identity, Kolemainen prioritized enhancing the sustainability of the packaging.
Since its inception, Eva NYC has used recycled aluminum, but the relaunch provided an opportunity to pivot.
“Sustainability is a journey,” she says.
Kolemainen says opting for recycled plastic will also improve the consumer’s experience at home.
That’s precisely why the new shampoo and conditioners are housed in a soft, squeezable bottle.
However, there are a few updates to look forward to.
“We’ve been very intentional in a very fast-paced beauty environment,” Kolemainen says.
The next generation of Eva NYC products includes the brand-new Repair Ritual Strength Collection.
“It’s our take onbond technology,” Kolemainen says.
“All of the ingredients are science-backed and responsibly sourced.
There’s red algae from Japan, which helps strengthen the hair.
It is also formulated with our bond technology, which can really bring back damaged hair.”
“This new collection is our first that addressesfine and thin hair,” Kolemainen says.
“It’s perfect for daily washing because the formulas aren’t heavy.”
Eva NYC
“We do really rigorous testing, which isn’t something you see in the mass market.
