European Wax Center

Sherry Baker, President of Marketing and Product Development

SwellShark *Lead Agency

Mary Perhach, President
Nick Pappas, CEO
David Tucker, Head of Strategy

Pereira O'Dell *Lead Agency

Cory Berger, Managing Director
Dave Arnold, Executive Creative Director, NY
Nina Cole, Brand Strategy Director
Gabrielle Barbuto, Brand Director

Laundry Service

Malini Lakhaney, Senior Account Supervisor
Shayna Pilnick, VP, Client Services

TP build emotional brand equity in a retail environment defined by price and convenience, European Wax Center ignited a rallying cry to employees and clients to stand up against Pink Tax, an unfair premium (as high as 48% at retail) charged for “female” product versions. Employees commented, “this makes me prouder to work for EWC.” and clients spoke with their wallets; same store sales grew 27% across 660 centers, and total sales grew 33% YoY. Clients were more likely to recommend EWC (9 points vs. YAG) and unaided awareness doubled.