Beauty Lifestyle Brand Dominates the Waxing Services Category
NEW YORK–(BUSINESS WIRE)–David Coba, CEO and co-founder of European Wax Center (EWC) announced
today an almost 20% increase in guests serviced from 2014 to 2015*.
While the waxing segment still experiences growth in the beauty market,
EWC still retains its dominant position and continues to outpace the
market’s growth rate.
“EWC’s continued growth can largely be attributed to our highly trained
associates and the positive experience they provide for our guests, our
products which must meet our exacting standards of excellence, and,
ultimately, our guests leave revealing beautiful skin which is a key
reason for our rate of retention. EWC also creates highly effective
marketing campaigns that speak to and motivate potential guests,” said
Coba. “I’m confident that with the plans we have in place, EWC’s growth
will only continue throughout 2016 and beyond.”
EWC kicked off 2015 with an aggressive advertising campaign titled: “Red
Carpet Worthy Eyebrows.” The integrated campaign, built on EWC’s strong
position as the “Experts in Eyebrows,” emphasized how woman can look red
carpet ready every day through European Wax Center’s expert brow
services. Well-known entertainment TV show Entertainment Tonight covered
EWC’s “Red Carpet Worthy Eyebrows” during the airing of their pre-Oscars
show about getting Red Carpet Ready. The campaign also appeared through
in-cinema display on over 19,000 screens as well in-theater distribution
of promotional flyers during opening week of the hit film 50 Shades
of Grey. The company’s campaign evolved throughout the first-quarter
and was considered to be a tremendous success. Brow waxes in 2015 were
up 21% compared to those in 2014, proving once again that EWC is helping
guests everywhere achieve Browfection™.
In June 2015, EWC’s announced a national program in a partnership with
Wilhelmina Models, one of the most respected names in modeling. The
brands joined forces to launch the 2015 Summer Goddess Model Search.
Marketing efforts surrounding the program focused on celebrating and
revealing beauty in all women. Over 5,000 model hopefuls from across the
U.S. entered to win and media impressions through social, digital and PR
efforts reached well over 400,000,000 clearly demonstrating the
excitement the contest created.
EWC provided services to over 7.7 million guests in 2015, including 3.9
million bikini waxes and 2.4 million brow waxes. Presently, 740
franchises have been awarded nationwide, over 500 of which are open and
accepting reservations. These numbers clearly support EWC as the premier
lifestyle and beauty destination for revealing beautiful skin; offering
guests everywhere the chance to look and feel gorgeous.
EWC’s continual success can be attributed to exceptional guest care,
premium quality services, proprietary products and a belief that
luxurious waxing is about helping everyone find their version of
For more information about EWC or to book reservations, visit: http://www.waxcenter.com/reservations.
*Percentages and guest service count reflect numbers reported as of
December 3, 2015.
About European Wax Center
European Wax Center was founded by siblings David and Josh Coba in 2004.
The concept was simple: to bring the EWC unique waxing experience to
women and men in a setting with a modern environment featuring crisp,
clean lines, private waxing suites, and providing the most
professionally trained waxing experts, with exceptional service. And the
first wax is always complimentary (brows, underarms, bikini line for
women, nose, ears and brows for men). Now, a luxurious waxing with
proprietary products can be incorporated into everyone’s beauty regimen.
European wax Center enables everyone to reveal beautiful skin, and,
today, European Wax Center is recognized as the fastest growing company
in the beauty services category. In just ten years, EWC has grown from
four Centers to well over 700 nationwide. For more information about EWC
or to inquire about a franchise log onto www.waxcenter.com.