Evo professional salon brand is a global, family-run business, with Brad Gauvin, international sales brand development, leading a U.S.  team from their New York office. Found “wherever good hairdressers are stocked,” Evo’s current focus is their “freevo” movement, promoting the idea of “free your mind and your hair will follow” with a new brand campaign. “We want to ask all stylists and salon clients to free themselves from the shackles of what’s normal, to think, question, and realise their potential, so they can unleash their hair,” Gauvin says. “This campaign is our way of empowering the people to think for themselves and, in turn, save themselves.”

The Evo line-up is comprised of Evo Styling, Fabuloso Colour Intensifying Conditioners and the Fabuloso Pro Colour Refresh and customised retail system. We asked Gauvin to talk about the background of the brand and to look forward to future plans for its evo-lution.

MS: What is the history of Evo?  

BG: My family has a strong hairdressing and beauty distribution heritage and passion for the industry. My Mum, Jan, is the hairdresser and together with my Dad, Geoff, they owned and operated hair salons in the 60s and 70s.  As successful business people they were offered their first professional product agency which was the beginning of Haircare Australia, which is now the largest independent distributor for Australia and New Zealand. As a family business, all three sons were drawn to the business. Evo is the brain child of my brother, Garth, and he drives the brand as marketing director.

The original Evo range emulated all the other products on the market until Garth worked with and learnt from an incredible hairdresser/trichologist and they built certified organic brands together in Australia. Garth quickly became frustrated with traditional hair product marketing messages. After his experience he knew he wanted to change the industry. 

We worked as a family to make the best performing, yet honest, product range. Luckily during this period we were surrounded with the right people (family, team, designers and hairdressers) and Evo was born.

MS: When did you launch?

BG: The brand in its current form was born in 2006. The brand personality wasn't decided upon. It was a product of young, frustrated creatives wanting to challenge the status quo to create change. It is the result of throwing ideas into a melting pot and being trusted and given the resources to create what we wanted at that time.

MS: How are you reaching hairdressers?

BG: A big part of sharing the brand is through our education which is based on our unique hairdressing philosophies designed to excite hairdressers with practical, real, useful information that can be easily shared in the salon.

We speak to the hairdresser through our powerful brand personality, creativity and integrity. Our mission resonates; to create innovative salon only products that are simple, luxurious and effective to use.  Selective salon placement and a cult following also appeals to Evo people.

MS: Do you have an education team?

BG: I’m very proud of our incredibly talented and passionate education team.  They embody Evo and are devoted to the Evo ethos and the true development of hairdressers. Our education team members are innovative industry leaders that think for themselves, challenge boundaries and inspire change. They are serious about education, but don’t take themselves too seriously – just the way we like it!

MS: Where are you distributed and are you seeking to increase you distribution?

BG: Evo is a truly global brand, distributed throughout North America and across every continent.

Evo is seeking new distribution in the emerging markets.

MS: What are some of your new initiatives and launches?

BG: We are excited to be partnering with Birchbox to actively sample Evo and Fabuloso products to potential salon clients.

 And we’re launching the 30 ml travel size and display of the Fabuloso range (Colour Intensifying Conditioners), which will provide salons with a fantastic sampling and retailing opportunity with salon clients.

MS: And what is planned for 2017?

BG: Our professors at the Evo lab have been working around the clock to deliver new and innovative products for early 2017 release. There is also the continued development of the Evo education and event program, including our New York Study Tour, immersing Evotees in Evo culture, education and revolving around working backstage at fashion week.