"EWC placed a big bet on a smart and modern movement strategy devised by StrawberryFrog, the same firm that successfully launched and built Sabra Hummus into one of the most prosperous food brands with a whopping 65% share against entrenched Kraft and Nestle brands. The unique perspective on the strategy was the creative media that StrawberryFrog and partners assembled to create a sensation and one of the most successful franchise companies in the United States."
"Such a revolutionary service would need an equally fresh, unorthodox, marketing strategy-one that would ultimately mark a number of firsts for EWC. 'Revealing Beautiful Skin,' authored by StrawberryFrog, marked the first time a waxing company flipped their business idea from being a hair removal service to a movement aimed to reveal beautiful skin, which tapped the 4.3 trillion dollar beauty market."
European Wax Center engaged StrawberryFrog to build a modern franchise brand in a stagnant U.S. waxing category. StrawberryFrog leveraged prior movement-marketing success and creative media to generate broad awareness and sensation around the brand. EWC reframed waxing from simple hair removal to an aspirational movement called 'Revealing Beautiful Skin,' targeting the $4.3 trillion beauty market. The plan focused on awareness and credibility to shift social norms and encourage public acceptance and sharing. The campaign produced substantial brand-awareness gains and franchisee-reported sales lifts, transforming independent, under-innovated waxing services into a cohesive, rapidly growing franchise business.
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