European Wax Center: It's time to #AxThePinkTax

European Wax Center, a major chain of hair removal salons, created a movement called #AxThePinkTax in the US which aimed to build an emotional relationship with its consumers by rallying them around a cause important to them.

Effie Awards Category Context

We grew sales at European Wax Center by 33% vs. year ago against the backdrop of a declining category typically driven by cost and convenience. We did this by connecting a core attribute of our beauty brand, confidence, t

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands