Life Is In The Moments You Dare To Take!
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Life Is In The Moments You Dare To Take!

European Wax Center's New 'Don't Hesitate' Campaign Empowers Women To Be Unapologetically Confident

NEW YORK - Jan. 17, 2019 // PRNewswire // - European Wax Center, the leader in the out-of-home waxing market, released the brand's new advertising campaign, "Don't Hesitate", aimed to resonate with women everywhere to embolden them to be unapologetically confident and to get what they want. The campaign is based on the insight that although hesitation only lasts a second, it's a stolen second, and those stolen seconds lost to hesitation, add up to a giant gap in confidence.

The creative was concepted in collaboration with Pereira O'Dell New York (POD) to encourage women to embrace whatever comes their way; to follow their hearts, to steal the spotlight, to roll their own way, indulge or make the first move. Because they know there is so much potential to gain.

To bring the campaign to life, EWC recruited award-winning European photographer and director, Eugenio Recuenco, to visually articulate the campaign's vision. Known for his cinematic style, dramatic images and an artistic portraiture, his vision for the campaign was encapsulated by the scenes that convey a bold, can-do and confident attitude that speaks to the brand's essence. A well-known advertising director and artist in Spain, Recuenco is internationally renowned for his broad range and cinematographic style. His stunning portraiture has been put to creative use by brands including Lavazza, Freixnet, Boucheron, Sony and Yves Saint Laurent. With a background in fine art and a new exhibition currently on view in Madrid, his work has appeared in Vogue, Vanity Fair, GQ and Zink, among others.

The EWC storyline centers around a diverse group of women shown in a variety of European vignettes where they have chosen to not hesitate in capturing the moment. The campaign unfolds in a series of moments shot in Prague that align with the underlying "Don't Hesitate" theme and feature the bold looks and smooth skin that bolster a woman's innate confidence. These moments serve as a call to action for women everywhere to make the decision to go for their dreams without hesitation and seek out experiences that contributes in a heightened feeling of confidence. "This new campaign sidesteps some of the clichés of the category," says Sherry Baker, President, Marketing and Product Development, European Wax Center. "We have always recognized how our services and products can enhance a woman's feeling of confidence that compels her to take action in her world. This feels right for the zeitgeist today."

The "Don't Hesitate" messaging is reflected through imagery highlighting themes of "making the first move", "playing to win", "rolling your own way", and "stepping into the limelight among others". Launching across video, digital and print platforms, the debut vignette, titled "Statue" features a woman embracing a statue who, in true EWC fashion, never hesitates to "follow her heart"; so when she encounters a handsome man made of stone, she doesn't hesitate to share her New Year's secret with him because she knows he'll never tell. Another vignette titled "Bass" features a woman who doesn't hesitate to "steal the limelight" and play the bass in front of the famous Prague Municipal House, where Mozart once played, because she believes the world is a stage.

"We think Eugenio has captured the essence of the EWC woman and the notion that life is in the moments you dare to take," says Baker. "We encourage our guests to walk into our centers and strut out feeling unapologetically confident. That confidence gives them the courage to take action and boldly go for whatever they want, at work, at home or at play, without hesitation."

Dave Arnold, Executive Creative Director of POD, adds, "In working with Eugenio we were able to develop a campaign that takes EWC to the next level in the beauty lifestyle space. Part of that was bringing the truth of the brand's guest's experience to life with imagination and beauty."

Women everywhere will raise an arched brow at the underlying wit of the moments that range in location and theme from haute art to low camp. "We believe that our audience is united by their courage, humor and appreciation of the real moments in life. They don't need a beauty brand to spell everything out for them - that's not the attitude they have. They want to see the results and the attitude. We are a brand with a female-first point of view, which is about having the confidence to spot the risk worth taking - and the bravery to follow it through," adds Baker.

The media supporting elements of the campaign feature stunning imagery in both still and video formats, highlighting the product collection known as Strut 365™ in a limited selection of the vignettes. The campaign will be supported through TV, radio and OOH channels as well as substantial digital elements including influencer programming, digital content partnerships and social media.

Today, EWC has over 700 centers open and in development. It's rapid growth and progressive vision positions the brand as one of the key players in the marketplace.

About European Wax Center

European Wax Center (EWC), a leading beauty lifestyle brand franchise founded in 2004 by the Coba brothers, offers guests a full suite of waxing services, as well as a proprietary line of beauty products in the skincare, body, and brow categories. EWC provides guests with a modern environment for a comfortable and luxurious experiences, which is focused on EWC's vision of Revealing Beautiful Skin™, through exceptional services by professionally trained and certified waxing experts. So confident in the EWC experience, the first wax is always complimentary (brows, underarms, bikini line for women, and nose, ears, and brows for men). The company operates a unique franchise business model, and its network now includes over 700 centers across the U.S. For more information about EWC, visit

About Pereira O'Dell

Pereira O'Dell ( is an award-winning advertising agency with offices in NY and SF, that combines techniques from traditional advertising, digital, PR and design to create innovative campaigns, programs, and products that are in sync with how consumers behave today. The agency has been listed on the Advertising Age Agency A-List several times since 2014, and in 2015 was named by Fast Company as one of the 10 most innovative companies in advertising. Among the Pereira O'Dell client roster are MINI, Adobe, General Mills, Timberland, Fifth Third Bank, Intel,, Memorial Sloan Kettering Cancer Center,, European Wax Center and the Museum of Natural History.

Media Contact:

Laura Henson
HVM Communications
(646) 650-5002

SOURCE European Wax Center



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