The Brief: European Wax Center is a national chain of 700 waxing salons across the U.S. Our goal was to drive the brand's social-forward creative and communication strategy and reposition EWC as a beauty lifestyle brand, shifting their relationship with consumers from a functional solution to relatable emotional connection. 

 

Together, Pierrera O'Dell and Laundry Service executed the brand's newest and most daring advertising campaign to date, “Revealing You,” delivering 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. 

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At Laundry Service, we approached telling the in-between moments of the new brand story on social with less glossy and more approachable adaptations to work for our Instagram audience.

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With this strategy, we created a beautiful cohesive social feed and paid ads for European Wax Center that outperformed their pre-existing content, pushed the brand forward, and helped inform all their following campaigns. Our social strategy also included A/B testing for various copy approaches and image selects for maximum efficiency. 

Role: Concept Development | Art Direction | Creative Strategy | Design | Styling

 

Social Agency: Laundry Service

CD: Annie Michaud
AD: Angela Renai Comer

CW: Shannon Fiedler 

Photo/Video: Andrea Bielsa

Creative Producer: Kristen Miller

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AOR: Pierrera O'Dell

ECD: Dave Arnold 

CD: Sara Worthington
AD: Alex Parodi

CW: Michelle Lamont 

Photo/Video: Miles Aldridge