EUROPEAN WAX CENTER
After 100 million waxes and 20+ years of category leadership, European Wax Center was ready for a transformation.
To do it right – YARD dove in head first. Forming a panel of consumers, visiting centers across the country and taking the pulse of key franchise owners. What we heard was simple: women are over endless routines. They want beauty that's anti-BS.
So we landed on "Smooth, Done Right™" — a new brand platform, identity, campaign, and in-center experience built to give it to women straight – quick, painless, and you’re done.
Position ⏤
Sr. Art Director
Agency: YARD NYC
Strategy: Caroline Seklir, Erica Howie
CD: Ulrika Karlsberg, Athanasia Kelly Efthimiu
Design Director: Marshall Bower
Copy: Shannon Nelson
EP: Ashley Heron
CS: Melissa Shacham, Alyssa Vence
Director: Jennifer Massaux
Photographer: Clara Balzary
Stylist: Devon Hershey
Hair: Rob Campisi
Makeup: Mariana Pineda
Prod Design: Set Machine
After 100 million waxes and 20+ years of category leadership, European Wax Center was ready for a transformation.
To do it right – YARD dove in head first. Forming a panel of consumers, visiting centers across the country and taking the pulse of key franchise owners. What we heard was simple: women are over endless routines. They want beauty that's anti-BS.
So we landed on "Smooth, Done Right™" — a new brand platform, identity, campaign, and in-center experience built to give it to women straight – quick, painless, and you’re done.
Position ⏤
Sr. Art Director
Agency: YARD NYC
Strategy: Caroline Seklir, Erica Howie
CD: Ulrika Karlsberg, Athanasia Kelly Efthimiu
Design Director: Marshall Bower
Copy: Shannon Nelson
EP: Ashley Heron
CS: Melissa Shacham, Alyssa Vence
Director: Jennifer Massaux
Photographer: Clara Balzary
Stylist: Devon Hershey
Hair: Rob Campisi
Makeup: Mariana Pineda
Prod Design: Set Machine
