AIMING to start an honest and upfront conversation, luxury Australian haircare brand Evo has launched a campaign to challenge the “the hype, the stereotype, the photoshop dream”. Born with a mission of integrity along with “a wake up and smell the coffee” attitude, the brand prides itself on its sense of social responsibility, with its 100 per cent recyclable packaging, formulations that are sulphate, paragon, dea, tea and propylene glycol free, and even a policy of giving damaged stock to homeless shelters. Evo proves itself to be one of the few socially conscious beauty brands.
Image from Evo’s Don’t Buy It campaign
Encouraging the average consumer to question, think, and talk about society’s impossible and unrealistic standards of beauty, as well as the capitalist consumerist mentality, the brand has started the hashtag #ByeBuyBuy to ignite the conversation. A criticism of big brands, the media, and social media marketing, the campaign seeks to spread Evo’s core mentality to Save Ordinary Humans from Themselves, challenging the status quo and undermining the impossible pursuit of perfection.
Image from Evo’s Don’t Buy It campaign
Most of all, the Evo’s campaign is about celebrating beauty, positive change and self-love, working alongside their Global Brand Ambassador, Gareth Bromell and a group of UK and US based influencers to explore what beauty means to them. Breaking away from the beauty industry norms, Evo pushes body positivity to the forefront, promoting a form of beauty which is real, honest and a hundred percent authentic.
by Emma Hart
To view the Don’t Buy It campaign in full, click here