Latitude launch for evo brand

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Aussie hair care range, Evo is to launch into the UK market with an experiential area at Latitude. Bite CP is to create a styling area with a trailer park feel, enabling festivalgoers to get the “Latitude Look” when their hair is washed and styled with feather hair extensions.

Visitors can purchase a wristband on-site which will give them exclusive access to the park, the Garden of Evo and a Hair of the Dog bar. Each day a different coloured wristband will be in operation, and two large trailers and a series of small caravans will give the experiential area a 1960s shabby chic feel to reflect the brand’s edgy persona.

Style warriors are also set to roam the festival, looking for people who may need a mini style makeover, and the brand is also sponsoring Latitude’s fashion show, which will sit over the site’s lake. Evo products will be used to style the hair of all models taking part in the London College of Fashion’s catwalk show.

Evo is pitching its products at 21-35 year olds with a trendy image and disposable income – the “fashion-conscious” rather than “fashion-followers”, says Amy Saunders, event manager, Bite CP.

The trailer park styling area will feature nine styling stations and each festivalgoer can expect up to 15 minutes of pampering.