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Special Project

Special Project
From the 11th Annual Shorty Awards

European Wax Center #AxThePinkTax

Silver Honor in Social Good Campaign


The Pink Tax is an unfair premium (as high as 48% at retail) charged for everyday products and services, just for being a woman. In fact, because of The Pink Tax, the average woman pays $1,351 per year more than men for comparable products.

Every day, European Wax Center works to empower their clients with unapologetic confidence, and to turn everyday moments into strong meaningful actions. Having to pay more as a woman for the SAME everyday products and services as men stands in direct opposition of this.

Strategy and Execution

To stand up with women everywhere and help #AxThePinkTax, European Wax Center came to us to develop a social movement that demanded a level playing field ignited a rallying cry for 10,000 female EWC employees and thousands of its clients.

We knew education was the most important task in raising awareness and getting people to care. So, together with the brand, we created a 360, social-first campaign based on a sharable idea that would stand out -- Pink Brows. We leveraged a large, diverse group of influencers and EWC's network of 10,000+ employees to get people talking. The campaign also included media partnerships, including a live-broadcast panel with Refinery29 that included Pink Tax influencers and actress Danielle Brooks, Cosmopolitan produced educational videos and a Snapchat lens to showcase Pink Brows.

The campaign's strategy derives from a world that tells women to simultaneously be confident and quietly accept seemingly minor injustices. This campaign is a continuing step in EWC's efforts to unapologetically impact culture, speak out, and empower women to claim their worth and #AxThePinkTax. EWC and the LS Pink Tax team believe that a woman's life should be liberating, creative, powerful, flexible, passionate, incredible, and confident. Not more expensive.


After its launch, the campaign impacted awareness in just two weeks with an 3x increase in Google searches of "Pink Tax" and an 1,400% increase in conversation across social. Overall, the impact was powerful:

70MM+ impressions (+72% increase over goal)

4,000+ hashtag uses

300,000+ landing page visits

:23 average Snapchat playtime (over the usual 14-16s average playtime)


Video for European Wax Center #AxThePinkTax

Entrant Company / Organization Name

Laundry Service, Swell Shark, Pereira O'Dell, European Wax Center