NEW YORK - January 07, 2015 - (BUSINESS WIRE) - David Coba, CEO and co-founder of the beauty and waxing industry leader, European Wax Center (EWC) announced today a multi-million dollar integrated advertising campaign titled: "Red Carpet Worthy Eyebrows." The first-quarter campaign emphasizes how woman can look red carpet ready everyday through European Wax Center's experts.
The integrated multimedia campaign will utilize print, cinema, social, digital and outdoor outlets nationally. Building on EWC's strong position as the Expert in Eyebrows, the new campaign will be progressively launched; linking EWC to both the Oscars and the release of the highly anticipated film, Fifty Shades of Grey. The campaign's initial flight will kick off regionally at the end of January, build up to a crescendo during the 2015 Oscars and then continue on to a second phase, which will run through March 2015.
"The campaign strategy took a page out of the great movie awards. It features a commercial of a girl with the most beautiful eyebrows strutting down the street and as she walks, a red carpet unfurls beneath her feet. The dynamic use of slow-motion footage combined with master camerawork, creates a striking and visually appealing spot that clearly reinforces the campaign's core message: red carpet worthy brows for every woman, every day," said Scott Goodson, founder of StrawberryFrog, the creative agency behind European Wax Center's new campaign.
The spot will run in cinemas with NCM Media Networks for two weeks upon Fifty Shades of Grey's release in February 2015. Agency partner, SPARK worked to laser focus this campaign exclusively to Fifty Shades of Grey, resulting in EWC being one of the first advertisers to target a single relevant title. This portion of the campaign strategy speaks to how NCM Media Networks and the industry are investing in precision marketing to best meet client needs and to speak to the audience when and where she is most receptive. By partnering with NCM Media Networks, the new spot will run in 189 theaters across the US, which equates to over 19,000 screens.
The campaign will transition online through a partnership with Fandango. Consumers who purchase Fifty Shades of Grey tickets, or review the movie on Fandango, or across the NBC Universal family of websites, will be served ads from EWC's campaign. The Fandango/digital extension supports the strategic campaign to connect with EWC's target market at multiple touch-points.
In addition to Fifty Shades of Grey, EWC will also target media platforms surrounding the 2015 Oscars. For example, EWC's new creative will run within the March issue of Glamour magazine (on stands in late/mid-February) to surround pre-Oscar content. EWC's partnership with Glamour will extend to the web, including social media, through sponsorships on Glamour.com and a live tweeting event on Oscar night.
Agency partner, SPARK will utilize programmatic technology to reach EWC's audience wherever they may be on the web, while still surrounding red carpet content. Finally, recognizing how key Twitter is during tent-pole events for its target, EWC will utilize a SMG proprietary tool to amplify tweets across the web; once again making waves as the first SPARK client to do so.
"European Wax Center is in a unique position to own the conversation around eyebrows at the Oscars," said David Coba. "As the Experts in Eyebrows, it's only natural that we recognize the best eyebrows on the Red Carpet and tap into conversations that are already in play around celebrity eyebrows in beauty and fashion. We'll then take it further by making those Red Carpet eyebrows accessible to all, any time of the year, through European Wax Center."
With the waxing category continuing to experience growth in the beauty market, EWC is holding steady in its dominant position. The beauty service brand serviced over 6.9 million guests in 2013, including 1,657,938 eyebrow waxes. These numbers clearly illustrate the continued positive trajectory of the EWC brand.
At the helm of the new campaign strategy is seasoned marketer, Sherry Baker, EWC's President of Marketing. The campaign was created by StrawberryFrog, EWC's advertising agency of record. Media planning, buying and placement is being handled by SPARK, EWC's media agency of record.
Additional creative assets and information are available upon request.
European Wax Center was founded by siblings David Coba and Josh Coba in 2004, and is now recognized as a leader in comfortable and healthy body waxing, that results in beautiful skin. The Cobas developed the ultimate wax experience that features the all natural COMFORT WAX™ developed in Europe and the 4 Steps to Gorgeous™ process - Cleanse, Prepare, Wax, Rejuvenate. As well, EWC features include a pampering and professional environment, full-privacy Wax Suites, and exceptional service exclusively for EWC guests. Now, luxurious waxing can be incorporated into everyone's regular skincare regimen. European Wax Center enables everyone to feel pampered, beautiful and sexy. For more information about European Wax Center or to inquire about owning a franchise log onto waxcenter.com or like us on Facebook at http://www.facebook.com/EuropeanWax and Twitter @European Wax.
SOURCE European Wax Center
Michelle Corbin Hillman