European Wax Center, operating more than 1,000 salons in 45 states, is hopping on the Taylor Swift train with a “Lavender Days” contest to win tickets to the “Eras” tour. The company says the effort is the latest push under its ongoing “Unapologetic Confidence” campaign, bringing waxing out of the shadows and into a mainstream salon experience. Carly Tietzer, European Wax Center’s vice president of marketing, tells Retail Insider how the marketing fits into the company’s expansion plans.
Interview has been edited for length and clarity.
Retail Insider: The company is growing fast, with more than 1,000 centers in 45 states, mostly set in strip malls. That’s up 6% from last year, and same-store revenues are up, too. Yet I think it’s safe to say you’re not a well-known retail brand. Why?
Carly Tietzer: If you know about us, you know about us. We were founded 20 years ago by two brothers. Their dad was a hairstylist, and they realized that people were continuing to wax even when they were pulling back on other discretionary spending. At that time, waxing was in the back of the salon -- the dirty thing no one talked about. They saw it as an opportunity to bring waxing to the forefront.
We’ve kept doing that. Our current campaign is called “Unapologetic Confidence.” People feel like the waxing experience unleashes them to be the best version of themselves.
Retail Insider: How does your marketing express that brand personality?
Tietzer: We use direct mail, social media, lower funnels, Google, and everything else. And we highlight that confidence you feel after a wax. Some ads call out that “fresh waxed feeling,” and others highlight a “walk in, strut out” message.
Another campaign is called “Experts in Smooth,” which lets us highlight our wax specialists. They are pivotal in this waxing relationship. It’s an intimate service, and people deserve to feel comfortable. Our experts get proprietary training to deliver that experience.
Retail Insider: How intimate? Is most of your business in bikini waxing?
Tietzer: Yes, the Brazilian is still our No. 1 service, but we see continual growth in the brow
business. We’ve also just launched brow tinting. Eyes may be the window to the soul, but brows are the dressing, and people are paying more attention to them. About 95% of our customers are
women, but men are increasingly open to waxing, and that business is growing fast.
Retail Insider: What’s up with the Taylor Swift
contest?
Tietzer: It’s a small national campaign called “Lavender Days,” taking advantage of how popular her “Lavender Haze” song is and our Comfort Wax, a purple proprietary wax product we use. Guests can enter to win two tickets to the “Eras” concert.
It’s a fun way to grow who we're talking to and our email capture list of our current guests. That email address is so valuable and allows us to communicate in different ways. It lets us reinforce that confidence message, and waxing is a great way to get concert-ready and feel your best before any show. We’re working with influencers to get the word out.
We’re also doing a fundraising effort for domestic violence in
October, which includes training our associates to be on the lookout for signs of DV. It's important to us to support anyone in that situation and offer those survivors resources to move forward with
their lives and regain their confidence.
Retail Insider: What’s the store experience like?
Tietzer: What we do is speed waxing, and that’s very important.
Most of our services can be done in under 15 minutes because we know our guests are busy, on-the-go people. They come into a small lobby and are met by an associate who checks them in, and then their waxer brings them back. Every guest has their own room, similar to a facial or massage room, with bright lights.
Guests are escorted out when they’re done, with a chance to buy any products they need or our Wax Pass, which offers savings.
Retail Insider: Are most of your guests repeat customers?
Tietzer: We do have a great retention, and we also offer our first wax free. That’s been a great way to bring in guests.
Retail Insider: Where are salons typically located?
Tietzer: The majority are in strip centers or downtown areas rather than in malls. Parking is important because it’s a 15-minute service – people want to get in and out quickly.
Retail Insider: How many of your salons are franchised? And how much of the marketing focuses on their input?
Tietzer: The vast majority, and so franchisees are a key constituent of how we market. Their opinion matters dearly to us. We want them to feel positive about the brand, and the marketing team works closely with a franchisee advisory council. We want to ensure that franchisees feel confident about the brand they're part of.
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