Eve.com sees offline media as way to become 'big, fast'

Gilbert, Jennifer
August 1999
Advertising Age;8/2/1999, Vol. 70 Issue 32, p34
Trade Publication
This article reports on the plan of Eve.com, e-retailer of high-end cosmetics and beauty products, to launch its first offline advertising campaign in August 1999. Eve.com will make traditional media the centerpiece of its $ 5 million initial budget. If advertising performs well, Eve.com plans eventually to raise its overall spending to $20 million. The offline campaign, handled by Arnold Ingalls Moranville of San Francisco, California, bows with print advertisements in September issues of women's magazines including Allure, Cosmopolitan, Marie Claire, Vanity Fair and Vogue. The effort will also likely include outdoor boards and TV spots, which will break in Fall 1999. Rockpile Interactive, an Arnold Ingalls subsidiary, developed online advertisements, already running on Web properties including America Online and Women.com Networks. Three versions of print advertisements--featuring colorful photos of a butterfly, a striped fish and a beetle--seek to convey the natural origins of beauty products. Eve.com's target market is 18-to-44-year-old working women who have money to spend on high-end cosmetics, are short on time, are Internet-savvy and often have limited access to retailers that sell upscale products.


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