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Eve.com

This article was originally published in The Rose Sheet

Executive Summary

Company is "first online beauty products retailer to employ a TV ad campaign," eve.com claims. The TV effort, which broke Sept. 6 in major cities, follows print ads that premiered earlier this summer (1"The Rose Sheet" Aug. 9, p. 6). Like the print ads, TV spots feature "colorful, unusual creatures from nature." In the print campaign, the creatures are shown alongside makeup items that match their colors and textures, while in the TV spots, each creature "delivers color to transform a woman's lips, eyes or nails." Both campaigns were designed by Arnold Ingalls Moranville (San Francisco). Eve.com expects to spend about $20 mil. in online and offline advertising in its first year; the site has been up and running since June (2"The Rose Sheet" May 10, p. 6). Separately, eve.com will begin offering the Lorac makeup artist brand
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