Ax the Pink Tax

European Wax Center doesn't price their services based on gender.

The same can't be said for most places in the US. In fact, women pay an extra $1,351 every year on everyday goods and services, just because they’re pink or marketed to women. Innocuous stuff like razors, haircuts, dry cleaning, bikes, and even pens fall prey to this Pink Tax.

So as a brand that believes in leveling the playing field, we set out to end this discriminatory practice.

This fully integrated campaign covered all of European Wax Center's 800 franchises, a micro-site with content and ads pushing to it, a huge digital video presence, an influcener campaign, an in-store activation as well as a print buy in major beauty magazines.