Eva NYC is the only masstige haircare brand with an aluminum portfolio that is 100% recyclable, certified cruelty-free, vegan, non-GMO, and free of harmful ingredients.
The beauty industry can be incredibly wasteful, especially when it comes to its usage of plastic. Did you know that 91% of plastic isn’t recycled? And when it comes to haircare, did you know that over 500 million shampoo bottles end up in U.S. landfills every year?
The scale of plastic waste fuels our purpose!
At Eva NYC we’re on a mission to become leaders in sustainability. One of our commitments is to reduce plastic waste and that’s why we launched our aluminum packaging, as a huge effort to reduce single-plastic usage.
So why aluminum?
Most people aren’t aware that aluminum is 100% recyclable, forever! It is one of the most sustainable materials on our planet, with the ability to be recycled an infinite number of times without losing its quality. That means it never has to end up in a landfill or the ocean, plus the aluminum you recycle today can be back on shelf in as little as 60 days.
Our goal was to successfully launch our 100% recyclable forever packaging, educate our consumers around the benefits of aluminum, and show the world that having ‘a good hair day, every day’ doesn’t have to harm the planet. Emphasizing that sourcing sustainable hair care doesn’t have to be hard or expensive was the key message of our campaign.
Strategy + Implementation
We built a strategy that utilized creators at its core to provide rich storytelling in a more authentic and meaningful way. Over 85% of campaign content came from our creator community.
Our approach to content partnerships was designed to play to each creator’s strength and creativity. For example, some creators would create a hair tutorial delivering sustainability messaging. Others would produce a Reel that showed the ease of recycling aluminum via curbside. Our community published upcycling Instagram Stories and photographed their vanities to showcase our fun, bright aluminum cans.
Another key component in our partnership strategy was to have diversity at front of mind. We engaged creators that represented all backgrounds and all hair types to ensure inclusivity. We curated and named a panel of experts ‘Eva Advocates’, a group of experts, who would provide advice and opinions on their specialist field and answer any questions from our follower community. Our panel created video content, took part in IG Live streams and drafted blog articles to help our consumers navigate the complex world of clean beauty, environmental justice, sustainability, and hair care in a way that was approachable and authentic.
We created branded social and digital content that would educate around the benefits of aluminum, while still retaining an element of fun and playfulness. Our Day in the Life YouTube video was created to educate consumers around closed-loop recycling in an engaging way.
Social comms directed consumers to our Sustainability hub to learn more about our efforts in sustainability including, ingredients sourcing, certifications, environmental justice partnership and progress tracker!
Campaign Roll Out
Starting in our own Brooklyn backyard, we collaborated with female street artist, Andrea von Bujdoss @queenandreaone to design a mural which would tease our campaign and bring to life to our ‘Recycling is Beautiful’ tagline. Our community of student creators helped amplify this message to their Gen-Z peers via social media posts, and we created swag featuring our tagline to show that recycling is cool!
Alongside our digital launch, our tiered creators then got to work!
Eva NYC Advocates: Credible experts in their own fields, who can enhance our brand values. Tasked with creating informative content in their specialist areas, plus engage in Live Q&A sessions on Stories.
Eva Ambassadors: Designed to drive awareness and purchase consideration to an already familiar audience of our brand, delivering high engagement based on brand affinity by creating hair video tutorials.
Mid-tier and Micro Creators: Selected on a paid and gifted basis and designed to drive awareness and engagement among new audiences. Incorporating sustainability and upcycling messaging using #reducereuserestyle.
Community + UGC Creators: Our loyal community of creators were gifted hair care products and swag based on their hair type. ‘Shelfie’ assets, vanity shots and packaging close-ups, helped show off our colorful aluminum cans and generate high engagement on posts.
Creator content was reposted across all our social channels and shared to our website where users could shop their favorite Instagram images.