European Wax Center

Every Body Smooth

Agency: JOAN Creative


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.

This professional campaign titled 'Every Body Smooth' was published in United States in May, 2023. It was created for the brand: European Wax Center, by ad agency: JOAN Creative. This Film medium campaign is related to the Beauty industry and contains 1 media asset. It was submitted about 1 year ago.


CEO: Lisa Clunie
CCO: Jaime Robinson
CFO: Renee Jennings
Managing Director: Sarah Collinson
Head of Strategy: Chris Turney
Executive Creative Director: Lauren Costa
Creative Director: Michael Stone
Associate Creative Director: Nicole LeLacheur
Associate Creative Director: Hailey Lawrence
Senior Graphic Designer: Peter Dommermüth
Head of Production: Cheri Anderson
Executive Producer: Nicole Severi
Associate Producer: Emily Herringdine
Senior Business Affairs Manager: Kara Driscoll Plock
Group Account Director: Shrivika Jain
Account Director: Jen Nolan
Account Executive: Alyssa Calamari
Project Manager: Cat Flanagan
Executive Comms Director: Charley Cobbin
Production Company: JOAN Studios
Managing Director: Cheri Anderson
Executive Producer: Shami LaCourt
Photo Agent: Saint Luke Artists
Lifestyle Photographer: Emmie America
DOP: German Belkin
Line Producer: Will Miller (LA) / Jill Ferraro (NY)
Project Managers: Paul Stuart (LA) Mia Jarrett (NY)
Production Assistant: Alexander Payson
1st ADs: David Moore
Production Designer: Daniel Horowitz (LA) and Elysia Belilove (NY)
Stylist: Ashley Furnival (LA) / Dominick Barcelona (NY)
Product Photographer: Jenna Gang
Photo Agent: Bernstein & Andriulli
Post Production Company: JOAN Studios
Managing Director: Cheri Anderson
Executive Producer: Shami LaCourt
Post Producer: Nic Boozang
Lead Editor: Graeme Hagan
Assistant Editor: Jon Salvia
Assistant Editor: Grace Wiehl
Color: Kaitlyn Battistelli (Ethos)
Motion Graphics: Diego Salinas / Yana PAN
Music Supervisor: Michael Freeman (Dept of Music)
Mix: David Papas (Sonic Union)


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