NEW YORK--(BUSINESS WIRE)--Dave Coba, CEO and co-founder of European Wax Center (EWC), announced today the release of the brand’s latest advertising campaign to coincide with the launch of their latest innovation, Strut 365™; three collections of products designed to extend the EWC experience into guests’ homes, every day.
Strut 365™ gives EWC guests the opportunity to continue their in-center experience, every day, through their new collections; Strut Smoothly, Strut Lavishly, and Strut Boldly. Whether guests are searching for something to maintain gorgeous skin in-between waxes, something to seduce their senses while bringing out their skin’s natural radiance or something to achieve daily Browfection™, there is something for everyone, every day, in every collection.
The campaign starts May 1st with emphasis on the broadcast spot, “Pool Boy”; a slightly naughty, very cheeky, and definitely playful 30-second spot depicting what happens when five gorgeous young ladies on a European adventure flirt with their villa’s hunky, and wildly attentive pool boy; using the power of their brows, and a hose, to enchant him.
“Pool Boy” focuses on Strut 365’s Brow Collection which contains brow-perfecting tools, new brow powder duo colors, brow highlighter, groomer, and brow liners available in a spectrum of shades. All are designed to help women achieve Browfection™.
Dave Coba says, “We have always emphasized the power of brows. They frame your face and can change your look more than any feature on your face through shape and color. They can enhance your makeup or give you a totally natural look. But we also feel that brows and beauty in general should be playful. When you feel like you look gorgeous it makes you feel like having fun. And what is more fun than an adventure? That is what our new commercial is about. The adventure of beauty. This new spot says it all. As we say, our guests ‘Walk In and Strut Out.’ It is all part of wanting to look and feel gorgeous and participate in life’s many beautiful adventures.”
The “Pool Boy” spot is the work of Swedish director Henrik Halvarsson, known for his ads for H&M, Volvo, Puma, Finnair and Diesel. Halvarsson worked with Academy Award-nominated cinematographer John Mathieson, known for his work with director Ridley Scott on such films as “Hannibal,” “Gladiator,” and “Robin Hood.” This dynamic duo really brought the adventure concept to life. It was shot last September at a spectacular villa in Majorca, Spain, using European and Brazilian models.
As the “Pool Boy” spot unfolds the camera opens on a sun-drenched villa “somewhere in Europe.” Inside its warm, butter-yellow walls, five women on holiday, but looking for adventure, lounge poolside, flaunting chic swimsuits and eyeing the villa’s buff pool attendant. The young man, while continuing to clean the pool, eyes them back. The playful sparks fly fast and furious. The women laugh, hiding their flirtatious faces behind books titled “The Arched Eyebrow,” “The Gorgeous Browventure,” and “The Girl Who Strut Her Strut.”
The scene now shifts inside, to the villa’s dressing room, where the ladies are having fun trying on hats and feathered fascinators. One of the group looks outside and spies the pool boy squirting water from a yellow hose. They lock eyes. She raises her well-groomed brows at him. He smiles and runs off…but where?
The door to the dressing room swings slowly open to reveal the pool boy, his expression wary, the yellow hose coiled around one shoulder. In seconds, the ladies have tied him helpless to a chair, using his own hose.
As the women start putting different girly hats on their captive pool boy, the words “May All Your Adventures Be As Bold As Your Brows” appear on the screen. Gin Wixmore’s playfully menacingly song “Kill of the Night” throbs underneath the action.
Sherry Baker, President, Marketing and Product Development, stated, “We took all of what makes EWC so special, and bottled it in Strut 365; performance-driven products with proprietary properties in gorgeous packaging that empowers women to strut their best, every day. And now, with this campaign we are reinforcing that notion alongside the celebration of the adventure of beauty.”
The approximately $3 million campaign also features high-fashion lifestyle photography taken during the Majorca shoot which will be featured throughout the launch of Strut 365. The first execution, “Blinds”, will hit newsstands with a 5-page spectacular in Cosmopolitan Magazine; additional insertions in InStyle, Glamour and People StyleWatch for May and June will be promoting various Stut 365 product collections and offers. Additional buys include an integrated influencer program with POPSUGAR and a week-long homepage takeover on Mode Media.
The “Pool Boy” spot debuts May 2nd in addressable TV with DirecTV. As part of this campaign to launch Strut 365, EWC’s social platforms will play host to a series of videos, in the same cheeky fashion as “Pool Boy” which will also play out across the POPSUGAR integration as well as Snap Chat, Instagram and Facebook.
Strut 365 will be available on May 1 at over 530 currently open locations of EWC, nationwide, and will be a part of the over 240 locations slated to open in the next 18 months.
ABOUT EUROPEAN WAX CENTER
European Wax Center was founded by siblings David and Josh Coba in 2004. The concept was simple: to bring the EWC unique waxing expertise and experience to women throughout the USA. The setting: a modern environment with crisp, clean lines, private waxing suites, providing the most professionally trained waxing experts, with exceptional service. And the first brow, underarm or bikini line wax is always complimentary. Now, a luxurious waxing with proprietary products can be incorporated into everyone’s beauty regimen. European Wax Center enables everyone to reveal beautiful skin. As a result, today, European Wax Center is recognized as the fastest growing company in the beauty lifestyle services category. For more information about EWC log onto waxcenter.com or like us on Facebook at http://www.facebook.com/EuropeanWax and Twitter @EuropeanWax.
