All for Eve: making a difference with make-up

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What do your beauty products say about you? Does your array of potions and lotions signify that you take care of yourself? Why not go one step further: use any of the products from philanthropic new beauty and lifestyle brand All for Eve, and you’ll be taking care of other women too.

Main_main_George_HammerThe brand, developed and launched by George Hammer, Chairman of The Urban Retreat Group, was created to raise funds and awareness for gynaecological cancer research – all net profits will be donated to The Eve Appeal, which disseminates information about the research it funds; raises awareness and provides information about gynaecological cancers; contributes to the development of policy and campaigns; and works in partnership with others.

Hammer developed the All for Eve concept following the untimely death of his sister-in-law Nadia to ovarian cancer in December 2008. Sadly, every year, a million women worldwide are diagnosed with a gynaecological cancer. Every day in the UK alone, 50 women are diagnosed with a gynaecological cancer – and 20 women die.

All for Eve is aiming to help change that, through its innovative portfolio which 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.

all_for_eve_productsAltruism apart, the products are pretty damned impressive – and, importantly, they’re accessibly priced. But don’t just take our word for it. All for Eve recently won four categories at this year’s CEW (Cosmetic Executive Women) Awards, marking a new record at the event.

The brand was officially unveiled in London earlier this week, and is available to purchase online now at www.allforeve.co.uk. It 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.

Moreover, the brand is actively seeking travel retail distribution. “We need the travel retail channel to get on board if we are going to grow this brand the way that we want to,” Managing Director Mark Aldridge told The Moodie Report.

At the launch event 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.

“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.”

We’re doing just that. All for Eve offers great products, at reasonable prices, that will help to save lives. On every level, it deserves support, and success.

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