European Wax Center needed a partner to help drive relevance with young women while cutting through the clutter in the beauty industry. We built a strategic ambassador program called Strut Society, featuring 40 diverse talent partners over the course of a three-year campaign evolution.
The program included strategic media buying, offline activations and a massive kickoff event that onboarded and galvanized the talent. We also designed and printed a 200 page coffee table collection called the “Book of Revealing Secrets.”
Strut Society was an award-winning campaign and a huge boost to EWC’s business, accounting for 10% of all retail visits during the campaign period and increasing awareness with young audiences by over 8x.
Online to Offline
Above the Line