Launched April 1, 2018 and ran through the entire month.
It costs more to be a woman. While we have made great strides towards equality, there is still a lot to be done. Women pay an extra $1,351 every year because of the Pink Tax. It's not an actual tax, but a discriminatory practice where companies charge women more than men for the exact same product or service.
European Wax Center decided to take a stand. We worked alongside the New York Department of Consumer Affairs to understand the facts and statistics. Then, we created an integrated campaign consisting of a microsite, videos, print, digital, social media, in center, and a live streamed panel discussion.
VIDEO | Campaign Spot
PRINT | Cosmopolitan Magazine
WEB | Microsite
DIGITAL | Banner Ads + Email
SOCIAL | Instagram
SOCIAL | Snapchat
IN CENTER | Pink Tax Takeover
Window Clings, Shelf Talkers, Posters, Educational Material
PANEL DISCUSSION | Live Stream with Refinery 29 and Danielle Brooks (from Orange is the New Black)
I didn't do it alone, I helped Ax The Pink Tax with:
Dave Arnold | Executive Creative Director
Jesse Stanton | Copywriter
Adam Weiner | Brand Supervisor
Nina Hensarling | Brand Strategy Director
My role: Jesse and I worked together to think of how to expand the campaign and bring it to life. Together we came up with the sections for the microsite, and I designed it out. I was responsible for designing the art direction for the campaign and keeping consistency across all platforms and vendors with the guidance of Dave, the ECD.