EVA. Evolution of Ukraine’s Largest Drogerie Chain
Ukrainian version
Building a One-Stop Brand for Every Side of Womanhood
EVA — is Ukraine’s biggest “around-the-corner” drogerie chain — the place women have been popping into for years to grab toothpaste or diapers. It’s firmly top-of-mind for everyday essentials. But that perception also sets a limit.
Challenge
Despite strong awareness and scale, EVA was still seen primarily as a drogerie — a retailer of necessity, not a brand women actively chose for beauty, self-care, or self-indulgence.
Our ambition was to change that. Not through a short-term campaign, but by reshaping EVA into a universal shopping solution for women — one that reflects the full spectrum of their lives, needs, and desires.
To do that, we first had to earn a new role in women’s minds. Offline stores made EVA convenient; online-shopping was the only way to make it aspirational at scale. Already with the first campaign, the shift became visible.
Results
The 2025 Black Friday campaign outperformed last year’s.
Here’s how:
Here’s how:
And now to the strategy backing it up.
Strategy
The best way to convince someone is not to convince them at all — but to connect. So we went to talk with women and came back with a simple truth: when it comes to caring for others, Ukrainian women are experts. But when it’s about themselves, they tend to come last on the list of priorities.
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I used to buy my husband expensive things and always gave my child the best. But for myself — I always skimped. And now I keep wondering: why? Why not me?
I used to buy my husband expensive things and always gave my child the best. But for myself — I always skimped. And now I keep wondering: why? Why not me?
We realized something: EVA has always helped women care for everyone else — but they deserve to buy that damn cream for themselves too.
That’s how we stepped into the territory of healthy egoism — where every beauty purchase becomes a tiny act in the self-love revolution.
Creative Platform
EVA’s mission was to remind every woman: self-care isn’t princess treatment — it’s the literal bare minimum. Because…
It’s what our mothers and grandmothers used to say — even if they never truly lived that way. Now, it’s EVA’s core message, — spoiler alert: we carried it across all our campaigns.
Now let’s see how we expanded the platform across cultural seasons.
Black Friday Season: Choose Yourself
The launch of the new platform was on Black Friday! When everyone’s saving, we said what matters most:
Don’t Save on Yourself — Save on EVA.UA
We showed different women — from students to celebrities — each on her own journey of self-care, beginning with simple affirmations that remind them: I deserve the best. There’s room in the cart for both — a discounted laundry detergent and those TikTok beauty hits you’ve been eyeing for ages.
New Year Season: the Joy of Self-Gifting
While women were busy choosing presents for everyone around them, EVA reminded them of something just as important: you deserve a gift too. Because care for yourself is also part of the festive mood.
Celebrate Yourself — And the Holidays, Of Course
The campaign normalized self-gifting — positioning it not as an extra, but as a natural part of celebration. To give joy to others, you first need to give it to yourself.
Love Season: Start From Within
In Love Season, we expanded the platform from personal choice into a relational context — showing that care for yourself is what sustains care for others. We packed this insight in a clear message:
Love Starts With You
In every sense and way. By returning to the women from the manifesto we introduced a new layer to the story: love for others doesn’t come from sacrifice, it comes from having something to give.
