European Wax Center  

Plano,  TX 
United States
https://waxcenter.com/

• Booth: 22087

European Wax Center® is a leading personal care franchise brand founded in 2004. They offer expert wax services from certified Wax Specialists, ensuring that every guest who walks through the door leaves feeling confident—in European Wax Center and themselves. European Wax Center provides guests with a first class, professional waxing experience by the most highly trained estheticians in the industry, within the privacy of clean, individual waxing suites. They’re so certain everyone will love the European Wax Center experience; they offer a free complimentary wax to each new guest. European Wax Center continues to revolutionize the waxing category with their innovative, signature Comfort Wax™. This proprietary blend is formulated with the highest quality ingredients to leave skin feeling smooth and make waxing a more pleasant, virtually painless experience. To help enhance and extend waxing services, European Wax Center offers a full collection of proprietary pre- and post-wax products designed specifically for waxing skincare solutions called EWC to treat, groom, glow and slow. European Wax Center is a leading wax specialty personal care brand in the United States, and its network now includes over 800 centers nationwide.

 Press Releases

• EUROPEAN WAX CENTER NAMED A “TOP GROWTH FRANCHISE” BY ENTREPRENEUR MAGAZINE (Aug 19, 2021)

  Plano, Texas (September 2, 2020) – European Wax Center, a leading personal care franchise brand that offers expert wax services from certified specialists, to ensure that every guest who walks through the door leaves feeling confident was recently ranked in Entrepreneur magazine’s first Top Growth Franchises list. This list recognizes the 150 companies with the greatest positive franchise unit growth in North America over a three year period, based on data submitted for Entrepreneur’s Franchise 500®ranking. Thanks to its exceptional growth, European Wax Center was ranked #49. 

  “We are thrilled to be recognized as not only a top growth franchise, but also as the only wax-focused company in this highly competitive ranking. It is an honor that signifies continued growth being not only the first to market, but still the market leader,” said European Wax Center CEO, David Berg. While COVID-19 impacted our 2020 plans and activations due to the closure of all of our centers for several months, we persevered and focused on the continued transformation of our technology foundation in preparation to accelerate growth in the years to come. “We are proud to have overcome significant business challenges this year, facing them head on and growing from them,” said Berg. 

  "By maintaining steady, sustained growth over several years, these franchises have demonstrated that they have the systems in place to support their franchisees and help them become successful,” says Jason Feifer, Entrepreneur’s editor-in-chief. “Now as these and other companies around the country face unprecedented challenges, they may see their growth slow, but that record of success could prove more important than ever." 

  To determine the 2020 Top Growth Franchises ranking, Entrepreneur looked at each company’s U.S. and Canadian franchise numbers over a three-year period (from July 2016 to July 2019; given the rapid changes, COVID-19 impacts weren’t taken into account). In order to qualify, companies had to have positive growth of at least five units each year. They were ranked based on a formula that considers their total positive U.S. and Canadian franchise growth over the three years as well as factors that negatively affect growth, such as terminations, nonrenewals, and other closures. 

  To view European Wax Center in the full ranking, visit entrepreneur.com/franchises/topgrowth. Results can also be seen in the September issue of Entrepreneur, on sale September 1st. 

  About European Wax Center 

  European Wax Center (EWC) is a leading personal care franchise brand founded in 2004. They offer expert wax services from certified Wax Specialists, ensuring that every guest who walks through the door leaves feeling confident—in EWC and themselves. EWC provides guests with a

  first class, professional waxing experience by the most highly trained estheticians in the industry, within the privacy of clean, individual waxing suites. They’re so certain everyone will love the EWC experience, European Wax Center offers a free complimentary wax to each new guest. EWC continues to revolutionize the waxing category with their innovative, signature Comfort Wax™. This proprietary blend is formulated with the highest quality ingredients to leave skin feeling smooth and make waxing a more pleasant, virtually painless experience. To help enhance and extend waxing services after leaving the center, EWC offers a full collection of proprietary products in the skincare, body, and brow categories. European Wax Center is the #1 wax specialty personal care brand in the United States, and its network now includes over 750 centers nationwide. For more information including how to receive your first wax free, please visit: www.waxcenter.com. 

• EUROPEAN WAX CENTER ANNOUNCES OPENING OF 800TH CENTER (Aug 19, 2021)

  Plano, Texas (October 28, 2020) – European Wax Center, a leading personal care franchise brand that offers expert wax services from certified specialists is proud to announce the opening of their 800th Center. Founded in 2004, European Wax Center is now the #1 wax specialty personal care brand in the United States, and the 800th center opening solidifies the ongoing growth of the franchise. 

  The 800th Center, located in the Dallas Fort Worth area on 3699 McKinney Avenue, will be the West Village Uptown Center and opens its doors today (October 28th, 2020.) This will be supported and shared across all DFW European Wax Center locations for 8 days and one can find offerings including welcome bags for new guests, giveaways, giftings and of course a first wax free for new guests. European Wax Center will also be offering a one-time scholarship to XX for one lucky winner. Safety will remain the number one priority and the brands rigorous hygiene and social distancing standards will be utilized at all locations throughout the 8 days. 

  “As our 800th center opens while in the midst of an accelerated growth plan and a global pandemic, we could not be prouder of our continued success. Despite the many challenges our business faced this year with temporary closures, we’ve come out stronger than ever. We take pride in our growth of centers and of our strict hygiene regulations across the board,” said David Berg, CEO of European Wax Center. “We congratulate Franchisee, Mariam Abdo, on this exciting opening and all of our Franchisee’s on breaking the 800th Center benchmark.” 

  Despite global pandemic circumstances, European Wax Center is continuing to grow and open new doors. The 800th center opening is a great sign of success for the brand in general, but especially during this time. 

  European Wax Center’s rigorous sanitation and cleaning measures have always served to create a safe experience for guests, but all centers have expanded their health and safety commitments to further protect guests during the pandemic. The below updated practices prove to be successful for customers, employees and the overall business: 

  ● New gloves are used by wax specialists for EVERY service 

  ● All tools are soaked in ANTIBACTERIAL DISINFECTANT or disposed of after each guest 

  ● Wax Suite beds are SANITIZED with anti-bacterial wipes after each guest and FRESH ● BED PAPER is pulled for each guest

  ● Waxing sticks are NEVER DOUBLE-DIPPED and the large stir stick is disposed of after each guest 

  Additionally, European Wax Center created “Team Scrub,” a task force charged with ensuring the top safety and sanitation in all centers, every day. Team Scrub added additional health and safety commitments to further protect our guests in every center: 

  ● Wax Specialists equipped with disposable surgical masks; face shields or eye protection for facial services 

  ● Additional, frequent DEEP-CLEANING of high-frequency touchpoints ● ELIMINATION of product testers and non-essential items in center 

  ● Additional hygiene safety and sanitation trainings for associates and wax specialists ● Social distancing practices 

  ● Discontinued hand shaking and other non-essential contact 

  ● Contactless check-in to eliminate gathering in reception areas 

  “I was a European Wax Center guest long before I was a franchisee. I always admired the hygienic, efficient and skilled services I received. This inspired me to open my own centers,” said Franchisee, Mariam Abdo. I’m proud to be opening European Wax Center’s 800th location and am very excited about the West Village-Uptown location. It’s a vibrant area of Dallas and home to many small businesses.” 

  The 800th center opening will be held for 8 days across DFW center locations. Celebrations include welcome bags for new guests, giveaways, giftings and of course a first wax free for new guests. Safety will remain the number one priority at all celebrations and openings. European Wax Center’s rigorous hygiene and social distancing standards will be utilized at all locations throughout the 8 day celebration. 

  About European Wax Center 

  European Wax Center (EWC) is a leading personal care franchise brand founded in 2004. They offer expert wax services from certified Wax Specialists, ensuring that every guest who walks through the door leaves feeling confident—in EWC and themselves. EWC provides guests with a first class, professional waxing experience by the most highly trained estheticians in the industry, within the privacy of clean, individual waxing suites. They’re so certain everyone will love the EWC experience, European Wax Center offers a free complimentary wax to each new guest. EWC continues to revolutionize the waxing category with their innovative, signature Comfort Wax™. This proprietary blend is formulated with the highest quality ingredients to leave skin feeling smooth and make waxing a more pleasant, virtually painless experience. To help enhance and extend waxing services after leaving the center, EWC offers a full collection of proprietary products in the skincare, body, and brow categories. European Wax Center is the #1 wax specialty personal care brand in the United States, and its network now includes 800 centers nationwide. For more information including how to receive your first wax free, please visit: www.waxcenter.com.

• EUROPEAN WAX CENTER WELCOMES JENNIFER VANDERVELDT AS CHIEF FINANCIAL OFFICER (Aug 19, 2021)

  Plano, Texas (December 8, 2020) – European Wax Center, a leading personal care franchise brand that offers expert wax services from certified specialists is proud to welcome a new Chief Financial Officer, Jennifer Vanderveldt. In the midst of European Wax Center’s accelerated growth plan, Jennifer will lead the Accounting and FP&A teams to continue to widen growth and organizational initiatives. 

  We are thrilled to have Jennifer join the European Wax Center team and partner with all functions to provide analytical and insightful leadership to support our accelerated growth, operational efficiency, the 360-guest experience, as well as our people and performance strategies,” said David Berg, CEO of European Wax Center. 

  Jennifer’s background includes 20 years of leadership experience across strategy, finance, operations,marketing, analytics, and insights with multibillion-dollar retail and CPG brands, including Rubio's, Petco, and Michaels stores. Her early career experience as an investment banker serving consumer and retail sector clients across M&A, equity, and debt transactions provided a strong foundation in capital markets. 

  “I am thrilled to join the European Wax Center team. I’m looking forward to aiding in the brand's accelerated growth plan and supporting the leading wax specialty personal care brand in the United States,” said Jennifer Vanderveldt, CFO of European Wax Center. 

  Jennifer joins EWC most recently from The Michaels Companies, Inc., serving as the Vice President and Head of Strategy of Consumer Insights and Analytics. She was responsible for creating and driving a growth transformation strategy for the $5 billion specialty retailer. Prior to, Jennifer served as Vice President across various functions at Petco, including International, Ecommerce Subscriptions, and Business Development. She impressively doubled the run-rate revenue contributions within six months for their digital membership business on Petco.com. Additionally, Jennifer acted as a founding member of Petco's in-store veterinary business. 

  European Wax Center is thrilled to welcome Jennifer on-board and to have her as part of the leadership team! Reporting to Jennifer will be Mark Novell, Chief Accounting Officer, and Amir Yeganehjoo, Vice President of FP&A.

  About European Wax Center 

  European Wax Center (EWC) is a leading personal care franchise brand founded in 2004. They offer expert wax services from certified Wax Specialists, ensuring that every guest who walks through the door leaves feeling confident—in EWC and themselves. EWC provides guests with a first class, professional waxing experience by the most highly trained estheticians in the industry, within the privacy of clean, individual waxing suites. They’re so certain everyone will love the EWC experience, European Wax Center offers a free complimentary wax to each new guest. EWC continues to revolutionize the waxing category with their innovative, signature Comfort Wax™. This proprietary blend is formulated with the highest quality ingredients to leave skin feeling smooth and make waxing a more pleasant, virtually painless experience. To help enhance and extend waxing services after leaving the center, EWC offers a full collection of proprietary products in the skincare, body, and brow categories. European Wax Center is the #1 wax specialty personal care brand in the United States, and its network now includes 800 centers nationwide. For more information including how to receive your first wax free, please visit: www.waxcenter.com. 

• EUROPEAN WAX CENTER RANKED A TOP FRANCHISE IN ENTREPRENEUR’S HIGHLY COMPETITIVE 41ST ANNUAL FRANCHISE 500® (Aug 19, 2021)

  Dallas, Texas (January 27, 2020) – European Wax Center (EWC), a leading beauty lifestyle brand providing guests with a modern environment for comfortable and luxurious waxing experiences announced it recently ranked as the lead wax brand in Entrepreneur magazine’s Franchise 500®, the world’s first, best and most comprehensive franchise ranking. Placement in the Franchise 500® is a highly sought-after honor in the franchise industry, making it one of the company’s most competitive rankings ever. Recognized as an invaluable resource for potential franchisees, the Franchise 500® ranks European Wax Center as no. 56 on the list of 500 for its outstanding performance in areas including unit growth, financial strength, stability, and brand power. 

  European Wax Center’s vision is Revealing Beautiful Skin®, through exceptional services by professionally trained and certified waxing experts. Along with award winning and exceptional services they also have a proprietary line of products designed to complement the waxing services provided for the body and face categories. The Entrepreneur ranking exemplifies the exceptional and unique franchise experience European Wax Center offers through brand affinity, proven concept, world class support, developed leadership and a simplistic business model. This strong network includes over 700 centers spanning over 40 states in the U.S. 

  In 2019, EWC announced its selection of Plano, Texas for its new corporate headquarters as well as the brand’s launch of an accelerated growth plan, which included expanding executive leadership and bringing more than 100 jobs to the greater Dallas area. “The acknowledgment of being selected as the lead wax franchise in this highly competitive category is an honor that solidifies our belief in what we’re working towards and the measures we’ve taken as we continue to expand our brand,” said David Berg, chief executive officer of EWC. 

  Over its 41 years in existence, the Franchise 500® has become both a dominant competitive measure for franchisors and a primary research tool for potential franchisees. The key factors that go into the evaluation include costs and fees, size and growth, support, brand strength, and financial strength and stability. Each

  franchise is given a cumulative score based on an analysis of more than 150 data points, and the 500 franchises with the highest cumulative scores become the Franchise 500®in ranking order. European Wax Center’s position on the ranking is a testament to its strength as a franchise opportunity. 

  To view European Wax Center in the full ranking, visit 

  www.entrepreneur.com/franchise500. Results can also be seen in the January/February 2020 issue of Entrepreneur, available on newsstands. 

  About European Wax Center 

  European Wax Center (EWC), a leading beauty lifestyle brand franchise founded in 2004 by the Coba brothers, offers guests a full suite of waxing services, as well as a proprietary line of beauty products in the skincare, body, and brow categories. EWC provides guests with a modern environment for comfortable and luxurious experiences, which is focused on EWC's vision of Revealing Beautiful Skin™, through exceptional services by professionally trained and certified waxing experts. So confident in the EWC experience, the first wax is always complimentary (brows, underarms, bikini line for women, and nose, ears, and brows for men). The company operates a unique franchise business model, and its network now includes over 700 centers across the U.S. For more, visit www.waxcenter.com. 

  Contact: Meredith Needle 

  Creative Media Marketing 

  mneedle@cmmpr.com 

  212.979.8884

• EUROPEAN WAX CENTER LAUNCHES NEW AND EXPANDED PRE- AND POST-WAX PRODUCT LINE (Aug 19, 2021)

  Plano, Texas (EMBARGOED UNTILApril 5, 2021-9:00 AM EST) – European Wax Center, a leading personal care franchise brand that offers expert wax services, launches a comprehensive and clinically tested line of at-home pre- and post-wax products, adding new innovations and building upon the efficacy of their hair minimizing technology. As a leader in the waxing category, European Wax Center set out to ensure their consumers had access to top-of the line products that were in line with the high quality of their waxing services and experts. The brand turned to input from their consumers' needs, learnings from qualitative and quantitative research, and input from wax experts and estheticians, to offer solutions to consumers’ top hair removal related skincare concerns and enhance the overall waxing experience with their exclusive pre- and post-wax care collection, EWC. 

  A new line of products bursting with benefits to treat bumps and breakouts, slow hair regrowth and groom bolder brows. With everything you need for pre- and post-wax care, building your “between” routine is Easy as EWC. The line of thirty products was formulated to amplify a personal routine that will help guests get to the bottom of their individual skin care concerns and needs. No topic is off limits - ingrown hairs, skin irritation and regrowth of hair are a few concerns EWC tackles. European Wax Center wants to ensure all guests are able to feel safe and heard while discussing their skincare needs or goals in-center or at home. No matter how you decide to remove unwanted hair, this line of at-home products will enhance your personal care routine and help promote self-confidence. 

  “We’re extremely proud of the new look and innovation we’re introducing to guests with our four exclusive pre- and post-wax care collections. Our team went through years of extensive research and testing to ensure we developed a line of products driven by clinically tested results that can easily be incorporated into guests’ daily routines,” said Chris Kobus, Chief Experience Officer of European Wax Center. 

  The EWC line is divided into four solution-based collections to help consumers find the product that is right for their specific skincare needs. 

  ● EWC TREAT: Offers products built to prevent ingrown hairs with Powerful, targeted formulas that work to banish bumps for lasting smoothness. The category includes European Wax Center’s fan favorites, Ingrown Hair Serum, Ingrown Hair Wipes, Face & Body Exfoliating Gel, and new Post-Wax Calming Mask. Designed to keep skin calm and smooth between waxes the Post-Wax Calming Mask is perfectly sized for use on the bikini line, underarms or chin area. 

  ● EWC SLOW: Offers multi-benefit body care that helps visibly reduce hair thickness and regrowth between waxes with an exclusive naturally derived hair growth minimizing technology. The category includes four new fragrance options including Aloe, Shea, Coconut, and for the first time a Fragrance Free option, each including a three step daily body care system. Additionally, the Aloe line also includes the new aluminum free hair growth minimizing Deodorant. 

  ● EWC GROOM: Offers products that are built to both fill sparse brows as well as define and tame brows. The collection includes the Brow Liner & Shaper, Brow Gel, Brow Powder Duo, Slant Tweezer and new Brow Building Serum. This high-performance serum, which can also be used on lashes, is rich in hair-strengthening rice protein and provitamin B5, helps support optimal growth to build thicker, fuller, bolder-looking brows or lashes in just 4 weeks. 

  ● EWC GLOW: Offers products built to slow hair regrowth with an all-in-one formula that provides immediate color and builds a lasting tan. The Gradual Tan Body Lotion in both Fair to Medium and Medium to Tan, provides a healthy, natural-looking glow.

  

  The Treat, Slow, Glow and Groom collections within the EWC line are dermatologist tested and have gone through several clinical tests to ensure the products are providing results and uncomplicated upkeep between waxes. Based on this testing, EWC products not only are created by the experts, but also have the efficacy and clinical research to back them up. 

  The product line still includes European Wax Center’s secret-weapons and consumer favorites. One of those favorites is now part of the Treat collection - Ingrown Hair Serum, which boasts a 93% agreement rate when it comes to treating ingrown hairs, bumps, and breakouts. Based on a consumer perception study on 27 participants when used 2x/day for 4 weeks, the Ingrown Hair Serum soothes irritation caused by hair removal and feeling of discomfort, as well as softens skin and hair to help trapped hair out. The new Post-Wax Calming Masks are another product among the Treat line with clinically tested results shown to brighten, firm, moisturize and smooth skin when used 3 times in 5 days. EWC’s Brow Building Serum not only saw 84% of consumers agreeing that brows looked fuller, healthier, and the appearance that brows had improved, but is also one of the most competitive prices in the marketplace. Rounding out the products, European Wax Center’s consumer perception study on 32 participants, 24hrs post application after 1 use of the new Aloe Deodorant, unanimously agreed that it was light-weight and non-sticky, made skin soft and hydrated, reduced underarm odor, and would be recommended to a friend. 

  EWC at-home products are now available at your local European Wax Center or waxcenter.com/EasyAsEWC, retail products range from $12.00 - $39.50. 

  About European Wax Center 

  European Wax Center is a leading personal care franchise brand founded in 2004. They offer expert wax services from certified Wax Specialists, ensuring that every guest who walks through the door leaves feeling confident—in European Wax Center and themselves. European Wax Center provides guests with a first class, professional waxing experience by the most highly trained estheticians in the industry, within the privacy of clean, individual waxing suites. They’re so certain everyone will love the European Wax Center experience, European Wax Center offers a free complimentary wax to each new guest. European Wax Center continues to revolutionize the waxing category with their innovative, signature Comfort Wax™. This proprietary blend is formulated with the highest quality ingredients to leave skin feeling smooth and make waxing a more pleasant, virtually painless experience. To help enhance and extend waxing services after leaving the center, European Wax Center offers a full collection of proprietary products in the skincare, body, and brow categories. European Wax Center is a leading wax specialty personal care brand in the United States, and its network now includes 800 centers nationwide. For more information including how to receive your first wax free, please visit: https://waxcenter.com. 

  Contact Information: 

  Meredith Needle 

  Creative Media Marketing 

  ewc@cmmpr.com 

  212.979.8884

• EUROPEAN WAX CENTER RANKED A FASTEST-GROWING FRANCHISE BY ENTREPRENEUR MAGAZINE (Aug 19, 2021)

  Plano, Texas (EMBARGOED UNTIL MARCH 9, 2021-9:00 AM EST) – European Wax Center (EWC), a leading personal care franchise brand that offers expert wax services from certified specialists recently ranked no. 53 in the 2021 US and Canada Fastest Growing Franchises List and no. 62 on the Worldwide Fastest Growing Franchises List, in Entrepreneur’s list of the Fastest-Growing Franchises published in the March issue of Entrepreneur magazine. 

  "Nothing can stop the smartest franchises from growing—not even a pandemic!” says Jason Feifer, Entrepreneur’s editor-in-chief. “We've been impressed with how innovative franchises have pivoted and adapted this past year, and are happy to celebrate the ones who keep pushing forward and growing." 

  Franchises on this list are ranked based on the net total of units (both franchised and company-owned) added globally from July 2019 to July 2020, with ties broken based on percentage growth. (In previous years, only US and Canadian unit growth was considered—2021 marks the first year that the ranking is based on systemwide growth, in recognition of the increasingly global nature of franchising.) European Wax Center’s position in the Fastest-Growing Franchises ranking is evidence of the strength and appeal of its concept, even during challenging times. 

  “We’re honored to receive recognition as one of Entrepreneurs fastest-growing franchises, especially during such unprecedented times. We’re proud that in 2020 we were able to open 42 new centers thanks to our dedication to ensuring top safety and sanitation is always provided to guests for a safe experience they can trust. We look forward to continuing to grow, provide safe experiences and open new doors this year,”said David Berg, Chief Executive Officer of EWC. 

  In addition to the measures taken everyday to grow as a franchise brand, European Wax Center also brought on a new CFO during this time to support the already existing accelerated growth plan, operational efficiency, 360-guest experience, as well as people and performance strategies. As the no. 1 wax specialty personal care brand in the United States operating out of over 800 centers nationwide, European Wax Center shows no signs of slowing down. 

  To view European Wax Center in the full ranking, visit www.entrepreneur.com/franchises/fastestgrowing. Results can also be seen in the March issue of Entrepreneur magazine, available on newsstands March newsstands and Entrepreneur Media’s iOS and Android mobile app on March 9th. 

  About European Wax Center 

  European Wax Center (EWC) is a leading personal care franchise brand founded in 2004. They offer expert wax services from certified Wax Specialists, ensuring that every guest who walks through the door leaves feeling confident—in EWC and themselves. EWC provides guests with a first class, professional waxing experience by the most highly trained estheticians in the industry, within the privacy of clean, individual waxing suites. They’re so certain everyone will love the EWC experience, European Wax Center offers a free complimentary wax to each new guest. EWC continues to revolutionize the waxing category with their innovative, signature Comfort Wax™. This proprietary blend is formulated with the highest quality ingredients to leave skin feeling smooth and make waxing a more pleasant, virtually painless experience. To help enhance and extend waxing services after leaving the center, EWC offers a full collection of proprietary products in the skincare, body, and brow categories. European Wax Center is the #1 wax specialty personal care brand in the United States, and its network now includes 800 centers nationwide. For more information including how to receive your first wax free, please visit: www.waxcenter.com.

• EUROPEAN WAX CENTER IS THE OFFICIAL WAX DESTINATION OF THE DALLAS COWBOYS CHEERLEADERS (Aug 19, 2021)

  Dallas, Texas (July 23, 2020) – European Wax Center (EWC), the world-wide leading personal care waxing brand known for providing guests with a clean, efficient and consistent waxing experience at the  hand of trusted experts, announces their partnership as the official wax destination of the world renowned Dallas Cowboys Cheerleaders (DCC).  

  European Wax Center is renowned for their highly trained wax specialists, proprietary product lines  focused on treating skin problems and their exclusive purple Comfort Wax™ designed specifically to  make waxing more comfortable. As the leaders in the waxing industry, European Wax Center values  quality education and training for their associates to ensure every guest’s experience leaves them  

  feeling smooth and confident. 

  The Dallas Cowboys Cheerleaders, the NFL’s most prestigious cheerleading squad, represent confidence,  hard work, philanthropy and excellence. Their drive and dedication to ensure they deliver their best and  most authentic work to their fans are familiar values shared by EWC and the quality of their waxing  services. They’re a true inspiration and European Wax Center is proud to be trusted as their official  waxing provider: the wax experts the cheer experts trust. 

  EWC is proud to make strong personal community connections by partnering with a squad that not only  shares a quest for excellence but is also well-known for their representation of hometown pride. In  2019, European Wax Center announced Plano, Texas as their new corporate headquarters., and their  hope that by coming together with the DCC, they can promote and inspire the ultimate “Feel Goals” to  new and existing audiences. 

  “We are thrilled to work with the most prestigious cheerleading squad in the NFL, the Dallas Cowboys Cheerleaders. While our corporate headquarters have only recently relocated to Dallas, we’ve had a  long history in North Texas servicing guests at more than 27 center locations. This partnership is a  thrilling opportunity for us, and we’re excited to showcase that through the DCC,” said European Wax  Center CEO, David Berg. “We hope through this partnership, we can inspire fans and guests alike to  explore all the ways EWC can bolster their confidence and help reach their unique goals.”  

  "We are excited to welcome European Wax Center as an official partner of the Dallas Cowboys  Cheerleaders. The expertise and convenience European Wax Center provides will be instrumental in  maintaining our world-renowned brand and image, and we are thrilled to have a world class partner 

  that will help keep our cheerleaders looking and feeling their best," said Kelli Finglass, Director of the  Dallas Cowboys Cheerleaders.  

  This partnership signifies the trust the Dallas Cowboys Cheerleaders has instilled in EWC, further  solidifying the brand as the industry leader. 

  Together, European Wax Centers and DCC will inspire fans and guests alike to feel bold, beautiful and  brilliant from the inside out.  

  About European Wax Center 

  European Wax Center (EWC) is the worldwide leader of out-of-home waxing services. Centered around  their vision of Revealing Beautiful Skin™, EWC guests enjoy exceptional services from professionally  trained and certified waxing experts utilizing their exclusive Comfort Wax™. Founded in 2004, EWC offers guests a full suite of waxing services, as well as a proprietary line of beauty products in the  skincare, body, and brow categories. As Experts in Wax and Champions of Confidence, a guest’s first wax  is always complimentary (brows, underarms, bikini line for women, and nose, ears, and brows for men).  The company operates a unique franchise business model, and its network now includes over 750  centers across the U.S. For more, visit www.waxcenter.com. 

  About the Dallas Cowboys Cheerleaders 

  Initially introduced in 1961 as a co-ed high school group, the Dallas Cowboys Cheerleaders ignited the  sidelines of the National Football League in the early 1970’s, and as the Dallas Cowboys have been called  “America’s Team,” their famed cheerleaders are “America’s Sweethearts.” The Dallas Cowboys  Cheerleaders have been often imitated throughout the league, but never equaled in terms of beauty,  style, athleticism and worldwide popularity. The blue and white star-spangled uniforms have  unquestionably become an iconic symbol of America, and have recently been honored by that very  uniform being forever celebrated in the Smithsonian Museum of American History in Washington, D.C.  The Dallas Cowboys Cheerleaders perform for more than 80,000 fans at all home games in the new  AT&T Stadium, travel to exotic locations on the annual Swimsuit Calendar Shoot and make countless  appearances in film and television. While establishing the gold standard for live sports performances,  the group also transformed into international ambassadors for the United States by making 82 trips to  visit to American service men and women all over the world since 1979. The Dallas Cowboys  Cheerleaders made history as the first cheerleading squad to have a self-titled made for television  movie, received the first-ever USO “Spirit of Hope Award” and are the only entity to have been honored  with the Spirit of Hope, induction into the VFW Hall of Fame, and awarded the American Legion’s  Distinguished Service Medal in recognition of the many years of dedicated service to the men, women  and families of American Armed Forces. The DCC continue to make cable television history on CMT with  14 seasons of “DCC, Making The Team” as its highest rated non-music show. Since its inception, the  group has been comprised of truly extraordinary women chosen to exemplify the high standards of the  Dallas Cowboys Football Club while proudly representing their hometowns, their country and young  women everywhere.

• EUROPEAN WAX CENTER REVEALS NEW SURE. NEVER. CAMPAIGN AND INCREASES CLEANING AND SAFETY PROTOCOLS (Aug 19, 2021)

  Plano, Texas (October 22, 2020) – European Wax Center, a leading personal care franchise  brand that offers expert wax services from certified specialists recently revealed their new “Sure.  Never.” Campaign. This campaign is aimed to resonate with everyone who visits a European  Wax Center, highlighting the confidence, realness and positivity felt through the brand’s waxing  services - ensuring that every guest who walks through the door leaves feeling confident - in  EWC and in themselves.  

  The “Sure. Never.” campaign is centered around “Sure. Never.” statements. Each “Sure”  statement confidently reveals something “real”—from an insecurity, to a habit, to a waxing  confession. Each “Never” moment reveals something “real” that you don’t need to (or refuse to)  be concerned about, while at the same time highlighting the benefits and positive effects of an  EWC product or service. “Wax my bikini line? Sure. Stress about it? Never.” 

  “EWC wants to help every customer feel confident and empowered. As we look to transition into  an iconic personal care brand that’s synonymous with waxing, we wanted to translate this into a  dialogue with consumers that’s both relatable and inspiring, and always delivered in a vibrant yet  straightforward tone,” said David Berg, CEO of European Wax Center. “The driving force  behind our brand is creating unapologetic confidence for our guests, because even though  waxing isn’t something you do daily, feeling confident should be.” 

  Through a long history of quality service, EWC has elevated itself to a place where the brand is  embracing its trade, honor, vision, and its evolution toward becoming an iconic personal care  brand. At the core, European Wax Center is here to help people feel unapologetically confident.  The humble services are modern magic - just one 15-minute reservation can help transform someone’s mood, someone’s day - even their perception of themselves. European Wax Center  takes waxing seriously because they take their guests seriously. Sure. Never emphasizes EWC’s  innovation and expertise to make sure every person that walks through the door leaves feeling  like their best self.  

  Alongside the Sure. Never. campaign, European Wax Center has increased its already stringent  cleaning and sanitation protocols. European Wax Center has always been known for its  cleanliness and sanitation, and as the leaders in the waxing industry and in light of COVID-19,  has increased protocols to ensure every guest not only is confident in their waxing service but in  their safety as well. 

  European Wax Center’s rigorous sanitation and cleaning measures have always included: 

  • New gloves are used by wax specialists for EVERY service  

  • All tools are soaked in ANTIBACTERIAL DISINFECTANT or disposed of after each  guest 

  • Wax Suite beds are SANITIZED with anti-bacterial wipes after each guest and FRESH  BED PAPER is pulled for each guest  

  • Waxing sticks are NEVER DOUBLE-DIPPED and the large stir stick is disposed of after  each guest  

  Additionally, European Wax Center created “Team Scrub,” a task force charged with ensuring  the top safety and sanitation in all centers, every day. Team Scrub added more health & safety  commitments to further protect our guests in every center: 

  • Wax Specialists equipped with disposable surgical masks; face shields or eye protection  for facial services 

  • Additional, frequent DEEP-CLEANING of high-frequency touchpoints  • ELIMINATION of product testers and non-essential items in center  

  • Additional hygiene safety and sanitation trainings for associates and wax specialists • Social distancing practices 

  • Discontinued hand shaking and other non-essential contact 

  • Contactless check-in to eliminate gathering in reception areas 

  Double Scoop? Sure. Double Dip? Never. 

  European Wax Center knows that with its campaign centered around confidence and the  confidence guests can have in their safety and sanitation practices that they’re the right choice  when it comes to waxing. The leaders in waxing continue to ensure guests walk in and strut out  feeling confident in EWC, their wax and themselves. 

  About European Wax Center 

  European Wax Center (EWC) is a leading personal care franchise brand founded in 2004. They  offer expert wax services from certified Wax Specialists, ensuring that every guest who walks  through the door leaves feeling confident—in EWC and themselves. EWC provides guests with a  first class, professional waxing experience by the most highly trained estheticians in the industry,  within the privacy of clean, individual waxing suites. They’re so certain everyone will love the  EWC experience, European Wax Center offers a free complimentary wax to each new guest.  EWC continues to revolutionize the waxing category with their innovative, signature Comfort  Wax™. This proprietary blend is formulated with the highest quality ingredients to leave skin  feeling smooth and make waxing a more pleasant, virtually painless experience. To help enhance  and extend waxing services after leaving the center, EWC offers a full collection of proprietary  products in the skincare, body, and brow categories. European Wax Center is the #1 wax 

  specialty personal care brand in the United States, and its network now includes over 800 centers  nationwide. For more information including how to receive your first wax free, please  visit: www.waxcenter.com. 

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