The European Wax Center has partnered with acclaimed fashion photographer Miles Aldridge to encourage customers to have 'unapologetic confidence'.
The US based waxing company is aiming the new campaign will expand its consumer reach into more states through its first skin care collection, originally launched last September.
The $16m Revealing You campaign will promote the Strut 365 skin care collection and feature digital content partnerships, as well as traditional advertising.
Inspired by high-fashion photography, the advertising storyline unfolds in chapters and centres around a group of women reuniting on a celebratory trip.
Aldridge frequently photographs for W Magazine and Vogue and has worked with brands including: MAC, Giorgio Armani and Jean Paul Gaultier.
"We are extremely proud of this new campaign that exudes aspirational luxury, confidence and beautiful skin," says David Coba, CEO and Co-founder of European Wax Center.
"We have always recognised how our waxing services can enhance female self-confidence and we hope we can continue to support our guests both in-centre and out."
The European Wax Center has 628 salons open and in development globally.