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European Wax Center - "The New State of Smooth" by PHNX Awards 2023

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TituloThe New State of Smooth
Agência
Campanha The New State of Smooth
Anunciante European Wax Center
Marca European Wax Center
Data da primeira Transmissão/Publicação 2022 / 6
Produto European Wax Center
Sector Empresarial Outros
História Body waxing has an image problem – It’s a topic overshadowed by shifting beauty standards. European Wax Center (EWC), the leading national chain of hair removal salons, was slow to acknowledge these shifts in culture, and found themselves losing relevance. To drive awareness and consideration, we needed a new narrative around waxing and a fresh look and feel to reflect a new audience group – one that was younger and more diverse. We discovered that in the midst of a perma-crisis, self-care routines emerged as a major way to claim a sense of control. Waxing had become something people did for themselves because it just made them feel good. The emotional benefit was also a physical benefit and something EWC could own, so we created a campaign and identity that spoke to both. We looked to what made them unique – their signature purple Comfort Wax® – and created a purposefully purple world that both embodied that exact feeling you get from a fresh wax while paying homage to their exclusive product and tools. Rich in its velvety violet color, their wax became our canvas. Type treatments imitated the flow of melty wax. Sensorial and empowering language was used to evoke emotion. Framing devices were introduced to reimagine the tools (ok, popsicle sticks) used by their own experts, and photography told an inclusive and dreamy story of transformation. In print, OOH, OLV, paid and organic social, and digital display, we not only changed the face of EWC, we changed their business. By centering our work around a modern view of waxing, and leaning into what makes EWC unique, we lifted brand sentiment by 124%, saw a 30% increase in site traffic, and a massive 275% increase in new customers. Not bad for already having the majority market share.
Tipo de Mídia Identidade corporativa
Comprimento
Chief Creative Officer Val Carlson
Executive Creative Director Andrew Lavery
Group Creative Director Kate Foley
Creative Director Heather Rosen
Creative Director Jon Ehrlich
Creative Director Andrew Dolby
Associate Creative Director Chantal Miyagishima
Associate Creative Director Eleanor Koh
Copy Director Alison Steingold
Art Director Will McKeown
Sr Copywriter Daisy Swain
Copywriter Molly Lerner
Designer Chen Shang
Designer Adrian DeVries
Associate Designer Sam Richey