European Wax Center doesn't price their services based on gender. 

The same can't be said for most places in the US. In fact, women pay an extra $1,351 every year on everyday goods and services, just because they’re pink or marketed to women. Innocuous stuff like razors, haircuts, dry cleaning, bikes, and even pens fall prey to this Pink Tax.

So as a brand that believes in leveling the playing field, we set out to end this discriminatory practice. 

This fully integrated campaign covered all of European Wax Center's 800 franchises, a micro-site with content and ads pushing to it, a huge digital video presence, an influencer campaign, an in-store activation as well as a print buy in major beauty magazines.

A run-through of the micro-site.

On Instagram we asked people to show their pink browed support.

We created a custom Snapchat filter so people could raise a brow against the pink tax without going in center.

To create a movement, this campaign took a lot of partnership between Pereira O’Dell, Laundry Service and European Wax Center. Together we partnered with Cosmopolitan, Manrepeller, Marie Claire, Pop Sugar, Hulu, Elevate, Bustle, Millennial Money, and Ladies get paid (and I’m sure I’m missing a few) to create content and promote the movement. 

In just 2 weeks, the campaign had 27 million impressions, 15 million video views and an 1400% increase in social mentions of "Pink Tax."

This campaign won a Clio and Effie.