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Content to Rival CHANEL and Dior: Strategy for EVA BEAUTY

Everyone knows EVA — affordable, recognizable stores. But what is EVA BEAUTY? A completely new breath, a separate world, niche and premium quality. How to differentiate these changes, how to present them to the audience? Sit back — we’ll tell you in this article.

We have been working closely with the network's private labels — Patricia Ledo and GlamBee.

This time, our team faced a special challenge:

  • Create visual and communication differentiation for EVA BEAUTY from the EVA brand;
  • Fill the page with fashion and wow-content;
  • Build recognition so that everyone knows that all products here are premium, niche, and original.

Point A and Point B

After analyzing the page, we clearly understood that in the initial stage, there was no match between online and offline: a unified visual concept was not evident, there was no clear communication direction, and the brand's uniqueness was not highlighted.

Therefore, we set goals for ourselves to achieve:

  • EVA BEAUTY becomes a trendsetter within the beauty community.
  • A community is created, and the brand is in sync with it.
  • Clear differentiation is built from the perception that everything from the EVA brand is cheap/budget-friendly.
  • A recognizable visual style and tone of voice (ToV) are developed.

eva goals

Main Concept

When developing the strategy, we considered every detail to capture attention with dynamic reels and photos, to unveil bold and noticeable tone of voice.

Therefore, our concept is built on three pillars:

  • Now EVA BEAUTY doesn’t follow trends in the beauty world; it creates them.
  • Every post is wow-content that people want to share.
  • Photos are glossy, with the main focus on video content.

 

How did we achieve this?

We’ll walk you through the process step by step.

Content Categories

There are many posts, and they are daily, but each one is trendy and relevant.

For EVA BEAUTY, we developed both unique and familiar, noticeable and useful content categories:

рубрикатор

Tone of Voice

We wanted our communication to break barriers, so that every woman could feel like a high-fashion model with EVA BEAUTY cosmetics.

Our texts speak about beauty in every form, about dreams we yearn to fulfill, about runway looks that can conquer the world.

We address the audience informally to create a close connection with each person, and to make the tone of voice noticeable, we use several techniques:

  • Anglicisms: good hair — don’t care, the best choice, perfect skin;
  • Many epithets and addresses: bold, ambitious, fiery, spirited, flowing, serpentine, nectar-like, strawberry-scented.

Visual Concept

For EVA BEAUTY, the visual must be stylish and creative, yet clear and concise — with a focus on the products.

The content must draw attention, so we decided to stick to minimalism with interesting elements (macro shots, swatches, product usage).

The focus is entirely on video.

The content is «clean» and follows a minimalist fashion style with intriguing angles that catch the eye.

Product photos are textured.

And we’ve already had our first shoots — a few days, a large team, unique models, runway studios, and gigabytes of bold content.

 

Results

Our collaboration has only just begun, but the tone of voice and visuals are already drastically different — striking, appealing, and professional:

Results

Ahead are many challenges, achievements, and content.

We’re breaking the mold.

We’re creating trends.

Together, we’re conquering the world of beauty with EVA BEAUTY.