European Wax Center, the leading national chain of hair removal salons, was slow to acknowledge the shift in beauty standards and body waxing culture, resulting in the loss of relevance. We needed a fresh look and feel to resonate with a younger audience and redefine waxing culture. 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. This campaign communicated that transformative feeling of a fresh wax brought to life in technicolor.