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European Wax Center
It's Time to #AxThePinkTax
RAN IN: United States
CLIENT
European Wax Center
Sherry Baker, President of Marketing and Product Development
AGENCY
Mary Perhach, President
Nick Pappas, CEO
David Tucker, Head of Strategy
Cory Berger, Managing Director
Dave Arnold, Executive Creative Director, NY
Nina Cole, Brand Strategy Director
Gabrielle Barbuto, Brand Director
Laundry Service
Malini Lakhaney, Senior Account Supervisor
Shayna Pilnick, VP, Client Services
SUMMARY
TP build emotional brand equity in a retail environment defined by price and convenience, European Wax Center ignited a rallying cry to employees and clients to stand up against Pink Tax, an unfair premium (as high as 48% at retail) charged for “female” product versions. Employees commented, “this makes me prouder to work for EWC.” and clients spoke with their wallets; same store sales grew 27% across 660 centers, and total sales grew 33% YoY. Clients were more likely to recommend EWC (9 points vs. YAG) and unaided awareness doubled.
CASE VIDEO
Hero Medium: INTERACTIVE/ONLINE
Medium Featured On Video: INTERACTIVE/ONLINE
Audience: Young Women (20-35)
Objectives: Build brand equity
Type: Business to Consumer
Language: English
