UK. Urban Retreat creator George Hammer has launched a unique charity brand concept called all for eve, (www.allforeve.co.uk) in honour and memory of his sister-in-law, Nadia, who died from ovarian cancer on 8 December 2008.

All for Eve is a unique charity brand concept designed to raise both funds for and awareness of gynaecological cancers


The announcement and celebration of the launch of this initiative took place at a dinner on 30 November at One Mayfair in London, attended by fashion and beauty aficionados, media and retailers.

“I am pleased to announce that a new company named “˜all for eve’ has now been formed and its sole purpose is to create much-needed research funds and greater awareness of gynaecological cancers,” explained Hammer.

“100% of the wholesale profits will go to The Eve Appeal charity to help fund the research team at University College London.”

A selection of All for Eve supporters


Hammer aims to partner with established fashion and beauty brands, each of which will produce one or two special products under the all for eve umbrella.

Former World Duty Free executive Mark Aldridge has been named Managing Director of all for eve, and can be contacted on mark@allforeve.co.uk.

“We are delighted that George has chosen to support the work of our charity,” noted Director of The Eve Appeal Jane Lyons.

“The support and commitment of such a great and generous entrepreneur and such high profile brands will make a critical difference to the amount of funding we will be able to provide to research. Our heartfelt thanks go to everyone involved.”

Initial all for eve range
The initial capsule product range includes all for eve luxury bath and body products created by Urban Retreat. They are said to be gentle to skin and entirely paraben free.

The product range to date features a Bath and Shower Gel, Body Lotion, Body Scrub, Body Butter and Hand Cream. Other items include a Swarovski crystal nail file, nail polish in Eve Red (created by nail guru Leighton Denny), and lipstick in Eve Red (created by make-up artist Daniel Sandler).

All for eve is currently working with a number of leading fashion and beauty brands, including Rock & Republic, Elemis, Roja Dove, Murad and Bliss to create a range of iconic beauty and fashion products.

The all for eve brand has been entered into the fifth Annual Cosmetic Executive Women UK Beauty Awards 2010, and consumers are invited to support and raise the brand’s profile. Voting will begin on 23 February 2010: log on to www.cewuk.co.uk/event.cfm for more information.

MORE ABOUT THE EVE APPEAL CHARITY
The Eve Appeal was set up to save the lives of women by funding groundbreaking research into gynaecological cancers. Every year, a million women worldwide are diagnosed with a gynaecological cancer, compared to 1.2 million women who are diagnosed with breast cancer. Yet fundraising and awareness of gynaecological cancers remains low. The Eve Appeal is determined to change this.

For more information on The Eve Appeal see www.eveappeal.org.uk