Revealing Beautiful Skin

Redefine Waxing As Empowerment

European Wax Center (EWC) faced the challenge of transforming from a niche service provider into a major player in the beauty and personal care industry. The brand's initial positioning as a service-oriented hair removal business was limiting its growth potential and appeal in a highly competitive market. EWC needed to overcome several interconnected challenges:

• •Elevate its brand perception beyond just hair removal services to create a more meaningful connection with consumers.
• •Develop a unique identity that would resonate with American consumers and stand out in a crowded beauty market.
• •Differentiate itself from other beauty brands by emphasizing a natural approach, free from harmful chemicals.

Case Study

To address these challenges, StrawberryFrog developed the "Revealing Beautiful Skin" movement designed to resonate with consumers on an emotional level by tying the act of hair removal to personal confidence. Key elements included:

• •Crafting a new brand purpose that positioned EWC as more than just a hair removal service, but rather a partner in revealing one's natural beauty
• •Designing a complete brand experience, including a new logo, a fresh look and feel, and a new in-store experience
• •Developing a brand narrative that emphasized EWC as the most natural beauty treatment, highlighting the absence of harmful chemicals found in other beauty products.

Print, OOH

The implementation of the "Revealing Beautiful Skin" movement yielded remarkable results for European Wax Center:

• •Achieved a milestone of $1 billion in sales, with an an impressive 400% increase in sales over a five-year period.
• •Grew from 6 original locations to 725 locations nationwide.
• •Served over 1.5 million guests worldwide, indicating strong consumer adoption and loyalty to the brand.

These results demonstrate that EWC successfully transformed its brand identity and market position. By elevating its purpose from hair removal to an empowering beauty movement, EWC not only drove significant business growth but also created a strong emotional connection with consumers.

Website & Print