Beauty

It's Time to #AxThePinkTax

We grew sales at European Wax Center by 33% vs. year ago against the backdrop of a flat category typically driven by cost and convenience. We did this by connecting a core attribute of our beauty brand, confidence, to a cause we believe in: The Pink Tax, a premium charged by companies for the “female” versions of products. According to a study done by the City Of New York, this premium can be as high as 48% for some basic beauty products.

Brand: European Wax Center
Client: European Wax Center
Agency: Pereira O'Dell

Viral video "SO DIFFERENT SKINS"

Сompetition in the budget segment had become much tougher which could adversely affect the brand Maybelline that played in the “above average” price segment. Therefore, it was necessary in the shortest possible time to build a strong in sub-brand the budget-friendly segment. For this purpose, Maybelline chose the most affordable sub-brand in its portfolio, Fit Me, that was nevertheless 30% more expensive than the competitors. In its distinctive stirring musical manner Maybelline addressed the 'Generation Selfie ' with an idea of individual nature of beauty and skin tones, which instantly resonated with audience and helped strengthen the leadership of Maybelline.

Brand: Maybelline New York
Client: L'Oreal CJSC
Agency: McCann Moscow

Sounds crazy. But smells lit!

Brand: Axe
Client: Unilever Gulf
Agency: FP7 McCann Dubai