Waxing The City has launched a new campaign and manifesto centred on body positivity and self-esteem
Aiming to strip away the taboo surrounding intimate waxing, a US salon chain has launched a new tongue-in-cheek campaign and manifesto.
Waxing The City, a salon specialising in waxing, has launched a new campaign focusing on body positivity and honesty.
The Waxing Honest campaign features a series of visuals with humorous messages designed to change consumer perceptions on what can be an intimidating or embarrassing treatment.
Chief Marketing Officer Meredith Jurek said: “We understand that waxing can be an anxious and sometimes awkward experience for many people, especially first-time clients.
"Sincerity – and humour – put people at ease. But when you want someone to trust you, you don't simply say, 'trust me.' You need to earn their trust by being open and honest.
“That's what Waxing Honest is all about. We're the experts and our rebranding efforts will help take the fear out of waxing for our clients – by getting real with them and perhaps even making them laugh."
The salon chain has also published a manifesto designed to empower women to feel comfortable with deciding to opt for a wax ‘where the sun don’t shine’.
"Listen up ladies, and gentlemen. We need to talk about hair. Not your tousled lob. Or your chic blunt bob. Nope, we're talking hair that grows in places the sun don't shine - and even worse, places it does. We're getting real about body hair.
"C'mon, everybody has it. In here, down there, and yes, even there. Unwanted hair is just a part of life. So is getting rid of it. It's high time we toss the taboos. Unmask the myths. And lay bare the truth. It's time to wax honest.
"Let's strip away the doubts and anxieties. And set the record straight. Let's get real about waxing. Speaking of getting real, a Brazilian is about as real as it gets. I mean, is there anything more revealing that stripping down and baring it all in front of a stranger?
"We get it. We've been there. No, really. At Waxing The City, we've been there literally thousands of times. From #browgoals to backscaping to bare-it-all Brazilians. We've seen our fair share of hair. Every shape, size and color, fur, fleece and fuzz there is to see. So we promise: your bush won't bewilder us.
"Our custom formulated wax turns the most untamed of territories into brilliantly bare bikinis. And shapes the unruliest of arches into brows that wow. With dedicated waxing studios across the nation, it's no exaggeration when we say we've seen it all.
"So, let's get real about waxing. Let's strip away our insecurities, and start flaunting our fierce, fur-free selves. Because body shame is out, and self-esteem is in. So it's time to rip off the Band-Aid. And tell it like it is. It's time to wax honest."