European Wax Center
purple world
A campaign to refocus the brand on its position as the category leader
EWC leads the waxing category. They pride themselves on expertise and high standards, offering a superior experience that guests see as a mini getaway in their self-care routine.

Guests also swear by the quality and effectiveness of EWC's products, especially their proprietary Comfort Wax. Unlike the hard yellow wax at other salons, Comfort Wax is shimmery, purple, soft, hydrating and less painful. People say you just have to try it for yourself to really get it.
We took the idea of a purple, shimmery, waxy getaway and created a dreamy purple world as the concept behind the New State of Smooth campaign.
