European Wax Center ramps up campaigning against controversial ‘pink tax’

The European Wax Center (EWC) has entered its second year of campaigning against the controversial ‘pink tax’.

The US-based chain of hair removal salons launched its #AxThePinkTax campaign in 2018 to raise awareness of the tax on everyday female personal care products.

According to the group, women are charged an extra US$1,351 each year for basic goods and services, including body washes, razors and shampoos, and conditioners.

To kick off its second year the chain has undergone a rebrand and is preparing to reveal its new campaigns featuring media partnerships, live events and influencer programmes.

In a statement EWC’s President of Marketing and Product Development, Sherry Baker, said: “As multiple studies have confirmed, The Pink Tax is real.

“It affects not only the millions of women who come to our centres, those who work at EWC locations, but all women, everywhere.”

She continued: “We know that women know their worth and we are going to claim it for them.”