Case Study: European Wax Center achieves brand transformation and rapid growth with StrawberryFrog

European Wax Center reaches $1 billion in sales with StrawberryFrog

StrawberryFrog partnered with European Wax Center (EWC), which faced the challenge of evolving from a niche hair removal service into a major beauty industry player. EWC needed to elevate its brand perception beyond basic waxing, develop a unique identity to stand out in a crowded market, and differentiate itself by emphasizing its natural, chemical-free approach.

To address this, StrawberryFrog created the "Revealing Beautiful Skin" movement, repositioning waxing as an act of personal empowerment. This involved crafting a new brand purpose, redesigning the complete brand experience, and developing a narrative focused on natural beauty. The strategy drove remarkable results for EWC, including a 400% sales increase to $1 billion, an expansion from 6 to 725 locations, and over 1.5 million guests served worldwide.

European Wax Center