European Wax Center Releases Cheeky New Campaign to Launch Strut 365™

Spot Celebrates the Beauty of Adventure

NEW YORK–(BUSINESS WIRE)–#PR–Dave Coba, CEO and co-founder of European Wax Center (EWC), announced
today the release of the brand’s latest advertising campaign to coincide
with the launch of their latest innovation, Strut 365™; three
collections of products designed to extend the EWC experience into
guests’ homes, every day.

Strut 365™ gives EWC guests the opportunity to continue their in-center
experience, every day, through their new collections; Strut Smoothly,
Strut Lavishly, and Strut Boldly. Whether guests are searching for
something to maintain gorgeous skin in-between waxes, something to
seduce their senses while bringing out their skin’s natural radiance or
something to achieve daily Browfection™, there is something for
everyone, every day, in every collection.

The campaign starts May 1st with emphasis on the broadcast
spot, “Pool Boy”; a slightly naughty, very cheeky, and definitely
playful 30-second spot depicting what happens when five gorgeous young
ladies on a European adventure flirt with their villa’s hunky, and
wildly attentive pool boy; using the power of their brows, and a hose,
to enchant him.

“Pool Boy” focuses on Strut 365’s Brow Collection which contains
brow-perfecting tools, new brow powder duo colors, brow highlighter,
groomer, and brow liners available in a spectrum of shades. All are
designed to help women achieve Browfection™.

Dave Coba says, “We have always emphasized the power of brows. They
frame your face and can change your look more than any feature on your
face through shape and color. They can enhance your makeup or give you a
totally natural look. But we also feel that brows and beauty in general
should be playful. When you feel like you look gorgeous it makes you
feel like having fun. And what is more fun than an adventure? That is
what our new commercial is about. The adventure of beauty. This new spot
says it all. As we say, our guests ‘Walk In and Strut Out.’ It is all
part of wanting to look and feel gorgeous and participate in life’s many
beautiful adventures.”

The “Pool Boy” spot is the work of Swedish director Henrik Halvarsson,
known for his ads for H&M, Volvo, Puma, Finnair and Diesel. Halvarsson
worked with Academy Award-nominated cinematographer John Mathieson,
known for his work with director Ridley Scott on such films as
“Hannibal,” “Gladiator,” and “Robin Hood.” This dynamic duo really
brought the adventure concept to life. It was shot last September at a
spectacular villa in Majorca, Spain, using European and Brazilian models.

As the “Pool Boy” spot unfolds the camera opens on a sun-drenched villa
“somewhere in Europe.” Inside its warm, butter-yellow walls, five women
on holiday, but looking for adventure, lounge poolside, flaunting chic
swimsuits and eyeing the villa’s buff pool attendant. The young man,
while continuing to clean the pool, eyes them back. The playful sparks
fly fast and furious. The women laugh, hiding their flirtatious faces
behind books titled “The Arched Eyebrow,” “The Gorgeous Browventure,”
and “The Girl Who Strut Her Strut.”

The scene now shifts inside, to the villa’s dressing room, where the
ladies are having fun trying on hats and feathered fascinators. One of
the group looks outside and spies the pool boy squirting water from a
yellow hose. They lock eyes. She raises her well-groomed brows at him.
He smiles and runs off…but where?

The door to the dressing room swings slowly open to reveal the pool boy,
his expression wary, the yellow hose coiled around one shoulder. In
seconds, the ladies have tied him helpless to a chair, using his own

As the women start putting different girly hats on their captive pool
boy, the words “May All Your Adventures Be As Bold As Your Brows” appear
on the screen. Gin Wixmore’s playfully menacingly song “Kill of the
Night” throbs underneath the action.

Sherry Baker, President, Marketing and Product Development, stated, “We
took all of what makes EWC so special, and bottled it in Strut 365;
performance-driven products with proprietary properties in gorgeous
packaging that empowers women to strut their best, every day. And now,
with this campaign we are reinforcing that notion alongside the
celebration of the adventure of beauty.”

The approximately $3 million campaign also features high-fashion
lifestyle photography taken during the Majorca shoot which will be
featured throughout the launch of Strut 365. The first execution,
“Blinds”, will hit newsstands with a 5-page spectacular in Cosmopolitan
Magazine; additional insertions in InStyle, Glamour and People
StyleWatch for May and June will be promoting various Stut 365 product
collections and offers. Additional buys include an integrated influencer
program with POPSUGAR and a week-long homepage takeover on Mode Media.

The “Pool Boy” spot debuts May 2nd in addressable TV with
DirecTV. As part of this campaign to launch Strut 365, EWC’s social
platforms will play host to a series of videos, in the same cheeky
fashion as “Pool Boy” which will also play out across the POPSUGAR
integration as well as Snap Chat, Instagram and Facebook.

Strut 365 will be available on May 1 at over 530 currently open
locations of EWC, nationwide, and will be a part of the over 240
locations slated to open in the next 18 months.


European Wax Center was founded by siblings David and Josh Coba in 2004.
The concept was simple: to bring the EWC unique waxing expertise and
experience to women throughout the USA. The setting: a modern
environment with crisp, clean lines, private waxing suites, providing
the most professionally trained waxing experts, with exceptional
service. And the first brow, underarm or bikini line wax is always
complimentary. Now, a luxurious waxing with proprietary products can be
incorporated into everyone’s beauty regimen. European Wax Center enables
everyone to reveal beautiful skin. As a result, today, European Wax
Center is recognized as the fastest growing company in the beauty
lifestyle services category. For more information about EWC log onto
or like us on Facebook at
and Twitter @EuropeanWax.


Corbin-Hillman Communications
Michelle Corbin Hillman,
Petrone Doyle, 646-943-0370