US-based hair removal salon chain European Wax Center (EWC) has announced it is launching a new campaign #AxThePinkTax.
The campaign, due to launch on 2 April, seeks to end the ‘unjust’ tax on female personal care products such as razors and deodorant.
Attention around the infamous pink tax has grown in recent years, as women become increasingly conscious of the extra levies on their beauty products compared to men’s.
Sherry Baker, President of Marketing and Products Development for EWC, said: “Each year, women unfairly pay more for basic essentials for personal care and beauty and its time to spotlight this discrepancy and demand change.
“As a brand that unapologetically champions confident women and empowers them with choices, European Wax Centre is proud to leverage our scale and position to bring attention to the Pink Tax.”
The company will partner with a selection of brands to reach out to women through social media and media partnerships, including Refinery29 and Cosmopolitan.
David Coba, CEO of EWC, added: “We know through studies that women pay what amounts to US$2,248.65 more for their personal care essentials and EWC is taking a stand against such inequality of empowering our guests and women everywhere to join us.
“We hope #AxThe PinkTax becomes a movement and effects change, perhaps even eradicating the pink tax.”
