European Wax Center European Wax Center

Strut Society


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.

30,000+ New Guests (10% of All Store Visits)
$11 CPA (45% Below Benchmark)
8 POINT LIFT In Brand Awareness
350+ Creative Assets