Beauty and lifestyle brand All For Eve is officially unveiled
Published: 28/04/10
Source: ©The Moodie Report
By Rebecca Mann, Associate Editor
UK. On Monday evening philanthropic beauty and lifestyle brand All for Eve was officially launched, at a Champagne reception which took place in London at One Marylebone.
The All for Eve brand was developed and launched by George Hammer, Chairman of The Urban Retreat Group, with the sole purpose of raising funds and awareness for gynaecological cancer research by donating all net profits to The Eve Appeal.
Hammer developed the concept following the untimely death of his sister-in-law Nadia to ovarian cancer in December 2008.
All for Eve products are now available to purchase online at www.allforeve.co.uk, and will go on-counter in Harrods from 1 May, followed immediately by Fenwick and Fortnum & Mason, before rolling out to other UK national retailers including Selfridges, Harvey Nichols and Boots.
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At the launch on Monday Hammer declared: “This is a really happy day…the vision that we had a few months ago is now a reality. That vision is to create a long term brand…to help fund much-needed research into gynaecological cancers. We are starting off with beauty products, but we want to develop this brand in other areas too.”
Hammer continued: “I am already amazed by the response of retailers. But the success of All for Eve depends on our products selling in volume. We do not want Eve to be a niche brand; it needs to be a mainstream brand. And we can only make it a mainstream brand if we get substantial awareness. So please, spread the word.”
Managing Director Mark Aldridge paid tribute to everyone who had helped create All for Eve, from the collaborators who helped devise the products, to Marks & Spencer’s Stuart Rose who donated the Champagne for the launch event.
“I too am encouraged by the interest and desire from UK retailers to want to sell these amazing products, and through our fully transactional website we also intend to build this award-winning brand into something that has global capabilities,” he underlined.
“This can only be a good thing as we strive to raise awareness and much needed funding for gynaecological cancer research...Everyone who buys our products is choosing to make a real difference to women everywhere.”
Aldridge confirmed to The Moodie Report that All For Eve was seeking to establish a presence in travel retail. “We need the travel retail channel to get on board if we are going to grow this brand the way that we want to.”
The All for Eve portfolio comprises a capsule collection of beauty products created by some of the industry's leading names. These include a luxury bath and body collection created by Urban Retreat; an ‘Eve Red’ lipstick created by Daniel Sandler; an ‘Eve Red’ nail polish created by Sophy Robson; and a Swarovski Crystal Nail File.
According to the brand, the range has been designed to be refreshing and uplifting, while creating a feeling of courage and poise, so celebrating women’s strength.
Looking ahead, All for Eve will be partnering with further established beauty and fashion brands, such as Elemis, Rock & Republic and Roja Dove, to create a range of iconic products under the All for Eve umbrella.
Travel retail enquiries to Mark Aldridge at
Mark@allforeve.co.uk
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