European Wax Center
Ax The Pink Tax
Agency: Laundry Service
Because of the Pink Tax, women pay an average of $1,351 extra per year more than men on the same basic goods and services. Throughout a woman's life, that really adds up. In April 2018, European Wax Center decided to raise awareness about this issue that effects the thousands of that visit and work in their centers everyday.
As a brand that gives women the confidence to be unapologetic and unstoppable, EWC and the Ax The Pink Tax campaign inspired millions to speak up and engage with each other about a cause that mattered to them.
This campaign was recognized with a silver distinction in the 2018 Shorty Awards social good category, an Effie win in their beauty category, bronze prize in the Clio Awards fashion & beauty category.
Throughout the month of April, we posted images and infographics in our feed to spread the word about the pink tax.
Partner Content created with Cosmopolitan, a FaceBook Live panel with influencer activists hosted by Refinery29 and more helped spread the word.
Impactful Instgram Stories
Instagram stories helped reinforce the impact of the pink tax through colorful infographics, video, and takeovers from our influencers.
Influencers we're creatively briefed and helped spread the word through their channels, and across the EWC channels.