European Wax Center Embraces “Unapologetic Confidence”

  • January 25, 2017
  • Latest Work
  • PR Newswire

European Wax Center Unveils 2017 Campaign To Elevate Its Brand And Embrace “Unapologetic Confidence”

New Campaign Further Positions Brand as a Leader in the Beauty Lifestyle Category

NEW YORK, Jan. 25, 2017 /PRNewswire/ -- European Wax Center (, the leader in the out-of-home waxing market launches the brand's newest and most daring advertising campaign to date, "Revealing You." The first campaign from EWC's new agency,Pereira & O'Dell New York, delivers on the brand's new positioning "Unapologetic Confidence."

To bring the campaign to life, the brand retained world-renowned fashion photographer, Miles Aldridge, to execute on the brand's mission of becoming an iconic beauty lifestyle brand. His artistic and iconic vision embodies the message of revealing beautiful skin by highlighting the fierce and "unapologetic confidence" attitude that an EWC guest embodies after a waxing service or enjoying the Strut 365™ products.

The campaign storyline centers around a group of women reuniting on a celebratory trip filled with adventure. This story unfolds in "chapters" that align with seasonal themes depicting the chic travelers in lavish surroundings boasting bold looks and smooth skin.

"We are extremely proud of this new campaign that exudes aspirational luxury, confidence and beautiful skin," says David Coba, CEO and co-founder of European Wax Center. "The 'Revealing You' campaign is all about revealing beautiful skin while being true to yourself. We have always recognized how our waxing services can enhance a women's self-confidence and we hope we can continue to support our guests both in-center and out."

The man behind the camera, Miles Aldridge, is well known amongst the prestige global beauty and fashion industry. Tapped by top luxury brands and editors alike, he is the creative eye behind many shoots for W Magazine and Vogue. Along with his editorial success, Aldridge has worked with brands including: M.A.C. Cosmetics, Giorgio Armani, and Jean Paul Gaultier.

Retained by EWC in June 2016 as their lead creative partner, POD is responsible for driving the brand's creative and communication strategy through major digital and print platforms.

Dave Arnold, Executive Creative Director at Pereira & O'Dell, stated, "In working with Miles we were able to develop a campaign that positions EWC in the beauty lifestyle space. Part of our vision was bringing the voice of the EWC consumer to life with color, humor and truth."

The media supporting elements are in excess of $16MM and features edgy, high-fashion imagery in both still and video formats, depicting the three product collections of Strut 365™. The campaign will be supported through TV, radio and OOH channels as well as substantial digital elements including influencer programming, digital content partnerships and social media. Outside of broadcast and digital platforms, campaign elements will be featured within March 2017 issues of fashion publications such as Cosmopolitan, Glamour, and InStyle as well as April issues of Brides and Allure.

"We are thrilled with Pereira & O'Dell's's creative vision and are so excited to work with them as we continue to watch our brand evolve," says Sherry Baker, President, Marketing and Development. "We encourage our guests to walk into our centers and strut out feeling unapologetically confident and her true self.

"Today, EWC has 628 centers open and in development. EWC's network has extended its footprint to 20 of the top 25 Designated Market Areas in the country. Their rapid growth and progressive vision positions them as a key player in the marketplace.

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