Welcome to a new
state of smooth.
Think waxing is just for the overzealous? Think again. We shook things up with "A New State of Smooth," turning the European Wax Center from a quaint relic into the hottest self-care trend for the Instagram generation. By diving headfirst into the vibrant purple world of EWC’s Comfort Wax, we crafted a visually electric campaign that spoke to both empowerment and indulgence.
The results? A 124% boost in brand sentiment, a staggering 275% increase in new customers, and a 30% rise in website traffic. We hit all the right notes across print, digital, and social media, and oh—picked up a Drum Award for Marketing Americas 2023 along the way.
