EWC to launch Strut 365 product line in May

Beauty and lifestyle services provider European Wax Center (EWC) is planning to launch its new product line, Strut 365, which is a collection of three products.

Strut 365 line includes three variants: Strut Smoothly, Strut Lavishly, and Strut Boldly.

To support the launch of Strut 365, EWC intends to launch a new advertising campaign, Pool Boy, with 30 second TV advert from next month.

The $3m campaign also features fashion lifestyle photography at Majorca shoot, which will be featured throughout the launch.

European Wax Center marketing and product development president Sherry Baker said: "We took all of what makes EWC so special, and bottled it in Strut 365."

Following its launch, Strut 365 will be available at more than 530 open locations of EWC across the US, and will be a part of more than 240 locations scheduled to open over the next 18 months.

Established in 2004 by siblings David and Josh Coba, EWC seeks to offer an improved waxing experience to women throughout the US.