Valerie Carlson
Chief Creative Officer
ABOUT
Body waxing has an image problem – It’s a topic overshadowed by shifting beauty standards.
European Wax Center (EWC), the leading national chain of hair removal salons, was slow to acknowledge these shifts in culture, and found themselves losing relevance. To drive awareness and consideration, we needed a new narrative around waxing and a fresh look and feel to reflect a new audience group – one that was younger and more diverse.
MADEIT CREDITS
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European Wax CenterClient
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Critical Mass -
Valerie CarlsonGlobal Chief Creative Director -
Andrew LaveryExecutive Creative Director -
Alissa HansenChief Production Officer
Back to New State of Smooth project
Andrew Lavery
Executive Creative Director, Critical Mass
Canada