The last few years have been HUGE for our friends at EVY PROFESSIONAL.One of the first hot tool companies to harness the dual prowess of mineral infused, negative ion technology, it’s obvious that EVY PROFESSIONAL was built for global domination; a destiny echoed tenfold via the brand’s meteoric rise to international success and rapid industry growth following its local launch to market back in 2014. (Where does the time go?).
Five years on and the reviews are yet to waver; a glowing testament to EVY’s pioneering product technology and the tenacity of brand founder and CEO Tracey Bazzano- Lauretta. “The success of EVY has been incredible; greater than anything we could have ever anticipated” shares Tracey. “Once hairdressers and clients experience the brand for the very first time, there truly is no going back for them!”
Having already conquered the Aussie market with EVY’s coveted tool suite and recent product iteration e-smooth, Tracey has taken her mission global, sharing EVY with salon owners, hairdressers and consumers from all across the hair world. “The last few months have been a whirlwind. I’ve been away more than I’ve been in the office… living out of a suitcase and spreading the EVY love here, there and everywhere.”
Those recent sojourns? Visits to new stockists in the US, New Zealand, Mexico, Portugal, Spain, Ireland, Sri Lanka, Costa Rica, Japan and Kazakhstan to name but a few stops on the world tour. It’s been great to witness EVY’s growth on a global scale, and most recently the success of e-smooth in so many salons both nationally and internationally. The industry has really embraced healthy living and e-smooth is a no brainer in that aspect.”
As an ex-salon owner; time, money and safety are of the utmost importance to me, and were key considerations in the formulation of e-smooth. Historically keratin treatments are labour intensive and comprised of dangerous formaldehyde and chemical fumes that are harmful to clients and hairdressers alike, whereas e-smooth is clean, safe and easy to use. Its 80% organic formulation leaves the salon smoke and fume free, with hair visibly smoother, silkier and easier to manage.
EVY CEO, Tracey Bazzano-Lauretta
“As an ex-salon owner; time, money and safety are of the utmost importance to me, and were key considerations in the formulation of e-smooth. Historically keratin treatments are labour intensive and comprised of dangerous formaldehyde and chemical fumes that are harmful to clients and hairdressers alike, whereas e-smooth is clean, safe and easy to use. Its 80% organic formulation leaves the salon smoke and fume free, with hair visibly smoother, silkier and easier to manage.”
One of e-smooth’s biggest drawcards? “It’s suitable for all clients, regardless of their hair type or desired outcome; it’s even suitable for bottle blondes and clients with extensions. Whether your hair is wavy, curly, coloured or virgin – everyone needs smoothing… and e-smooth is the easiest, safest way to achieve this. Application is easy; simply wash clients’ hair, shampoo product in, process, rinse out (completely) and dry off. No need for smoky, round brush drying; hair is ironed to lock-in the treatment and achieve silky, beautiful hair.” A stroke of pure genius.
Hairdressers can learn how to administer e-smooth via EVY’s online tutorials, and view a plethora of impressive transformation videos through the brand’s social media. “Salons who distribute EVY and e-smooth have the option of sharing our marketing material and tutorials, rather than solely creating their own content. It’s a great way to demonstrate to clients the efficacy of e-smooth and it’s proven invaluable in getting the brand out there. So many of our new accounts have been secured via Facebook and Instagram; new clients are actively seeking us out and contacting us after seeing what the tools and products can do.”
Despite the brand’s growing demand, Tracey continues to prioritise the salon owner above all else, partnering only with salons who share in the EVY ethos of premium quality, unrivalled technology and even better hair. “Brand and price protection are so important to us. We will never distribute to salons or businesses looking to discount their stock (for an unfair selling advantage) and will always stand by our product, going above and beyond with our customer service.”
“We’ve been fortunate enough to align with some fantastic salons, salon groups and distribution companies – from TONI&GUY through to Price Attack – and the international momentum is only continuing to grow. When you choose EVY, it is our hope that it’s because YOU love the brand and want to share it with your clients. That’s why EVY remains a salon only brand, so that our salons can make the sale and generate revenue for their businesses. We’re all about keeping the brand boutique, in a selection of like-minded, boutique salons. That’s the EVY way.”
Amen to that.
Visit www.evyprofessional.com to find out more.