Background
Research had already proven that Waxing The City was onto something with their new brand positioning “Approachable Expertise.” It was our job to bring that new positioning to life through a creative campaign that had to deliver on two tricky objectives: 1. signal approachability to customers, in a totally unapproachable category; and 2. generate renewed excitement from, well, disenfranchised franchise owners.

​

Work

There’s no shortage of anxiety when it comes to body waxing (Do I have to undress? Will it hurt? Do they even wax that?). Soothing these anxieties is the key to developing a loyal customer base in this trust-centric business. The first-ever brand campaign, Wax Honest, included video, a website reskin, social campaign, all new promotional materials and a refresh to the waxing studios themselves. It also led to the adoption of a new brand tagline, “Let’s Go There”, intended to reflect the brand’s openness and willingness to tell it like it is.

 

Results

I was personally honored to unveil the work to rave reviews (from a group of 100 notoriously skeptical franchisees, no less) at the annual Self Esteem Brands Franchisee Conference in Palm Springs, CA.