Every Body Smooth

There's no one type of person who gets waxed, and a new campaign from European Wax Center (“EWC”), the nation’s largest and fastest-growing franchisor and operator of out-of-home waxing services, and JOAN Creative, the agency best known for making legendary brands modern and modern brands legendary, invites everyone to the waxing party. The campaign, launching this month, is the first for the brand from JOAN, which was named EWC’s agency of record in February 2023.

To make waxing more inclusive, JOAN and EWC are debuting “Every Body Smooth,” to show the world that everyone deserves a consistent, quality waxing experience from the experts at European Wax Center.

“As the industry leader in out-of-home waxing, we are thrilled to partner with JOAN to drive home the message that ‘every body’ is welcome at EWC,” said David Berg, Chief Executive Officer of European Wax Center. “With nearly 1,000 centers across the country and our long-standing commitment to expertise, efficiency, efficacy, and cleanliness, we are the only brand uniquely positioned to service all guests and deliver on "Every Body Smooth."

Taking a cue from the fashion world, with which the customer base resonates, and featuring a fun, playful, and bold look and tone, JOAN elevates EWC’s universal appeal with an exciting and captivating multimedia campaign. The campaign will appear in film, digital, social, and print, and showcase JOAN’s new “tri-strip” visual device, which creates an iconic, ever-changing photographic approach to the marketing creative. Inspired by mix-and-match character books, the tri-strips are made up of all kinds of different people and beautiful skin, continually swapping out and coming together to highlight all of the guests EWC can serve.