Eva NYC to Launch at Costco

Millennial line Eva NYC is expanding its reach with an unexpected new customer base — moms. Following a successful test with Costco in the U.S., the Brooklyn-based mass hair-care brand known for its colorful, whimsical aesthetic and affordable, hot tools will enter all of the retailer’s 580 doors. The early 2017 test was fueled by Eva NYC’s aggressive influencer strategy targeting “mommy bloggers,” said Lindsey Edelman, director of sales and brand strategy at Eva NYC. The brand sent product out to “thousands” of influencers it targeted for the Costco test, in hopes they would like the product and post about it. Eighty two — with a total reach of 4.4 million followers — ended up posting about the product. “Within the first three weeks of the test, corporate called up and said, ‘What are you doing for marketing on your end? Because we have regional managers from all over the country asking why they don’t stock Eva NYC.’” “If you’d asked me a year ago, I wasn’t certain the products and packaging would connect [with older customers],” Edelman said. “It’s bright pink, it’s fun and it’s not heavy mass.” But the success of the influencer partnerships has changed her mind. “[There’s a need]

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