European Wax Center doesn't price their services based on gender.
The same can't be said for most places in the US. In fact, women pay an extra $1,351 every year on everyday goods and services because companies mark up stuff marketed to women. Innocuous stuff like razors, haircuts, dry cleaning, bikes, and even pens fall prey to this Pink Tax.
So as a brand that believes in leveling the playing field, we set out to end this discriminatory practice.
This fully integrated campaign covered all of European Wax Center's 800 franchises, a micro-site with content and ads pushing to it, a huge digital video presence, influcener campaign, an in-store activation as well as a print buy. Basically, you name a platform- we put it on there.
A run-through of the micro-site.
On Instagram we asked people to show their pink browed support.
We created a custom Snapchat filter so people could raise a brow against the pink tax without going in center.
We also worked with Cosmopolitan to create content pieces for our ads to live next to.
In just 2 weeks, the campaign had 27 million impressions, 15 million video views and an 1400% increase in social mentions of "Pink Tax."
This campaign also won an Effie and a Clio.