• by Larissa Faw , September 11, 2014

European Wax Center is in the process of elevating the waxing industry from its strip mall center association to becoming an iconic national beauty and fashion experience. Or at least that’s the plan. Now, in order to help with this brand upgrade strategy, the beauty franchise is launching its newest advertising campaign to coincide with the glam of New York's Fashion Week.

The new national, multiplatform campaign -- running across print, digital and outdoor media -- is being developed by creative AOR StrawberryFrog New York as well as Spark Media, the brand's media strategy and buying partner, and the PR firm Corbin-Hillman. 

"The idea behind this campaign and the motto underpinning the brand 'Revealing Beautiful Skin' says that we all deserve gorgeous skin and that revealing oneself is to be truly beautiful,” says Scott Goodson, Founder of StrawberryFrog.”It is a strong long term platform that serves the brand for its next decade of growth,"

The concept is designed to evoke high-fashion editorial by telling Americans to "Go Ahead And Gawk." The images are set in contemporary urban settings and shot by Swedish photographer Henrik Halvarsson who in addition to European Wax Center, shoots for H&M. "The campaign is intended to elevate the brand from a purely waxing positioning and establish it as a contender in the beauty space,” 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."

One goal for the fall campaign was to create an uplift during the slower season for European Wax Center by aligning with cultural and relevant events that influence the brand's Millennial-age target demographic. Thus, the campaign worked with online portals Refinery29 and HerCampus on grassroots and social media outreach.

"We created and launched a campaign focused on two key events: Fall Fashion and Back-to-Campus," says Kavya Peerbhoy, account director, StrawberryFrog. ""The brand's creativity has helped European Wax Center generate a lot of momentum and growth and our newest campaign is provocative and spectacular with bold billboards coupled with traffic stopping bus wraps, print spreads in Cosmopolitan, Gotham, LA Confidential, digital and really great in-store marketing communications for all the franchisees."