Nation's largest franchisor and operator of
out-of-home waxing services launches new campaign that encourages
inclusivity and promotes providing services for all
NEW YORK, May 9, 2023 /PRNewswire/ -- There's no one type
of person who gets waxed, and a new campaign from European Wax
Center ("EWC"), the nation's largest and fastest-growing franchisor
and operator of out-of-home waxing services, and JOAN Creative, the
agency best known for making legendary brands modern and modern
brands legendary, invites everyone to the waxing party. The
campaign, launching this month, is the first for the brand from
JOAN, which was named EWC's agency of record in February 2023.
To make waxing more inclusive, JOAN and EWC are debuting "Every
Body Smooth," to show the world that everyone deserves a
consistent, quality waxing experience from the experts at European
Wax Center.
"As the industry leader in out-of-home waxing, we are thrilled
to partner with JOAN to drive home the message that 'every body' is
welcome at EWC," said David Berg,
Chief Executive Officer of European Wax Center. "With nearly 1,000
centers across the country and our long-standing commitment to
expertise, efficiency, efficacy, and cleanliness, we are the only
brand uniquely positioned to service all guests and deliver on
'Every Body Smooth.'"
Taking a cue from the fashion world, with which the customer
base resonates, and featuring a fun, playful, and bold look and
tone, JOAN elevates EWC's universal appeal with an exciting and
captivating multimedia campaign. The campaign will appear in film,
digital, social, and print, and showcase JOAN's new "tri-strip"
visual device, which creates an iconic, ever-changing photographic
approach to the marketing creative. Inspired by mix-and-match
character books, the tri-strips are made up of all kinds of
different people and beautiful skin, continually swapping out and
coming together to highlight all of the guests EWC can serve.
"Feeling smooth is different for everybody, and every body, and
that's what we love about this work," said Lauren Costa, Executive Creative Director, JOAN.
"It feels like a party everyone's invited to. Which is how waxing
should feel. Not intimidating, but welcoming and fun."
The launch film delivers the message with an upbeat and
energetic music track by YACHT. The 30-second spot opens with a
bodybuilder flexing and then immediately begins mixing and matching
images of beautiful skin belonging to people of different
ethnicities, sizes, body types, skin colors, and genders. Shot by
Emmie America, athletes, beachgoers,
homebodies, fashionistas, and others are shown in their unique
environments.
And, to include even more people in the campaign, EWC will be
offering an opportunity for real guests to win a chance to be a
part of future campaign elements.
"Building on EWC's incredible brand, JOAN is transforming EWC
into a Modern Legend," said Lisa
Clunie, CEO, JOAN. "Using our Growth Wheel, we designed a
comprehensive, full-funnel approach to their communications. We are
so excited to debut this new strategy with this innovative,
exciting campaign."
ABOUT JOAN
JOAN is a globally recognized and culturally obsessed agency
known for its work with clients like Facebook, Google, and Virgin,
as well as Keds, Brawny, and more. Rebellious in spirit yet
exacting in action, JOAN uses highly defined strategic insights to
create culturally savvy brand communications that speak directly to
today's consumers – with work that reflects the agency's core
philosophy of making legendary brands modern and modern brands
legendary. JOAN's journalistic approach to strategic insights,
combined with its creative excellence, rigorous research
techniques, vast digital learnings and unique business model,
allows the delivery of exceptional results for every client. The
agency also has a deep-rooted commitment to improving the world
around them which is reflected in the Joan Foundation for
Diversity, an organization that seeks to find and inspire brilliant
people from all walks of life to join the industry. JOAN has been
named Adweek's Small Agency of the Year, Campaign's Independent
Agency of the Year, and an Ad Age Small Agency of the Year, among
other honors.
About European Wax Center
European Wax Center, Inc. (NASDAQ: EWCZ) is the largest and
fastest-growing franchisor and operator of out-of-home waxing
services in the United States.
European Wax Center locations perform more than 22 million services
per year, providing guests with an unparalleled, professional
personal care experience administered by highly trained wax
specialists within the privacy of clean, individual waxing suites.
The Company continues to revolutionize the waxing industry with its
innovative Comfort Wax® formulated with the highest quality
ingredients to make waxing a more efficient and relatively painless
experience, along with its collection of proprietary products to
help enhance and extend waxing results. By leading with its values
– We Care About Each Other, We Do the Right Thing, We Delight Our
Guests, and We Have Fun While Being Awesome – the Company is proud
to be Certified™ by Great Place to Work®. European Wax Center, Inc.
was founded in 2004 and is headquartered in Plano, Texas. In 2022 its network of 944
centers in 45 states generated sales of nearly $900 million. For more information, including how
to receive your first wax free, please
visit: https://waxcenter.com.
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SOURCE European Wax Center