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Marketing Gender Equality Pay Gap

European Wax Center tells women to #AxThePinkTax


By Kyle O'Brien | Creative Works Editor

April 1, 2019 | 3 min read

Women should not have to pay extra for gender specific goods — such as razors, dry cleaning, and hygiene products — where many studies have shown that they pay more for those items than men do.



It’s called the ‘Pink Tax’ and some brands have called attention to it in terms of the pay gap problem over the past few years. The European Wax Center is taking a stand by launching the next phase of its #AxThePinkTax campaign to raise awareness of this gender price discrimination.

Created by Laundry Service, year two of this multichannel campaign encourages women everywhere to take active steps to claim their worth. From driving awareness to providing women with the information and tools they need to take action, European Wax Center hopes to ignite a movement to make the Pink Tax impossible to miss.

By using social and digital content, out-of-home, live events, an influencer program, an in-center takeover across 700-plus locations and a new dedicated website — complete with a birthday calculator so that women everywhere can see how much the Pink Tax has cost them to date — among other components, the campaign calls out the absurdity of the Pink Tax and debunks anyone doubting the existence of this issue by showing gendered price discrepancies that follow women their entire lives, “from cradle to cane.”

The company also created a video to explain how it works and how women can take action.

The campaign launches at the start of tax month, playing off of April Fool’s Day to remind people that the Pink Tax is real.

European Wax Center: #AxThePinkTax by Laundry Service

By European Wax Center

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Marketing Gender Equality Pay Gap

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