StrawberryFrog Wants You to Gawk at These European Wax Center Ads

Working with its creative ad agency StrawberryFrog New York, The Fast Expanding European Wax Center is launching its newest national advertising campaign this week.  The newest campaign tells Americans to Go Ahead And Gawk, backed by the campaign idea "Revealing Beautiful Skin."

"The campaign is intended to elevate the brand from a purely waxing positioning and establish it as a contender in the beauty space. By focusing on Revealing Beautiful Skin, we're capturing the internal feeling of empowerment a woman feels when she has smooth, gorgeous skin," says Nayantara Mukherji, Head of Social Media Strategy, StrawberryFrog. "You can't help but gawk at that woman as she struts down the street, fueled by her inner confidence. In addition, we're focusing on eyebrows this fall, and our expertise in all things brow-related. European Wax Center is one of the only brands that can truly claim to be the Expert in Eyebrows. Unlike other brands that tend to focus either on brow shaping services (waxing, threading, etc.) or brow products, European Wax Center does both, giving brows the complete attention they deserve. We're working with great partners like Refinery29 and HerCampus to bring our passion for brows to college campuses and the runway."

"Our goal with the Fall campaign was to create an uplift during a typically slow season for European Wax Center by aligning with cultural and relevant events that influence our target's life," says Kavya Peerbhoy, Account Director, StrawberryFrog "We created and launched a campaign focused on two key events: Fall Fashion and Back-to-Campus. Our campaign speaks to both in a way that is provocative, spectacular with bold billboards coupled with traffic stopping bus wraps, print spreads in national magazines like Cosmopolitan, Gotham, LA Confidential, digitally and with really great instore marketing communications for all the franchisees"

"The idea behind this campaign and the motto underpinning the brand 'Revealing Beautiful Skin' says that we deserve gorgeous skin and that revealing oneself is to be truly beautiful. It is a strong long term platform that serves the brand for its next decade of growth," says Scott Goodson, Founder of StrawberryFrog. For this new campaign we wanted the brand to lean into the fashion space and contemporary urban settings. We shot the new images with Swedish photographer Henrik Halvarsson who in addition to European Wax Center, shoots for H&M."

"European Wax Center was founded a decade ago on the belief that all of us deserve beautiful skin not by concealing who we are but by having the courage and confidence to reveal our natural beautiful skin," says Kavya Peerbhoy. "And for the next decade EWC is committed to giving more women the power to glow in the power of their own skin."

The new campaign launching this week was developed by StrawberryFrog New York together with the management of European Wax Center, working in close cooperation with Spark Media, the brand's media strategy and buying partner, and the PR firm Corbin-Hillman.