If StrawberryFrog has its way, eyebrows are about to become the center of attention.
Client European Wax Center, one of the largest brands in the out-of-home waxing and beauty category in America, and the agency’s New York office are launching the "Experts In Eyebrows" campaign.
“Our work is designed to celebrate the modern woman who is confident, sassy and playful,” says Scott Goodson, CEO, StrawberryFrog New York. "It recognizes that women can be strong and feminine, beautiful and witty and tell great stories -- all with their eyebrows."
Ahead of the brow campaign, European Wax Center is launching a national campaign today to expand the 10-year-old waxing brand into the general beauty space through the tagline "Revealing Beautiful Skin."
As such, the campaign's message will emphasize that the brand doesn’t just wax, but revitalizes and reveals what lies beneath: gorgeous, glowing skin. The brand purpose challenges traditional beauty brands with the motto: "We’ve yearned to be beautiful ever since we first saw our own reflection, yet beauty is as elusive as it is desirable. While many brands have been telling you the way to be beautiful is to conceal who you are, one brand is saying...reveal natural, beautiful skin."
Print ads debut Friday in The New York Times and USA Today and are supported with outdoor and digital media. The photography was done in Sweden by noted lensman Henrik Halvarsson, who shoots for H&M.
TV is also a key focus for the campaign, including a spot during the Academy Awards. Media buying was handled by Spark Media, part of Publicis Groupe’s Starcom MediaVest Group.