European Wax Center gets up close and personal with its customers’ bodies and faces on a regular basis. It’s no wonder then, that the company’s expertise has led to a line expansion with new products that treat and care for all kinds of intimate places. Its newly unveiled at-home product range—which includes existing, revamped and new products—addresses customer needs in between wax visits, think deodorant and self-tanner that slow hair regrowth or a brow serum that helps achieve a crisp post-wax look days or weeks after treatment.
 
The Plano, TX-based franchise, which has 800 locations across the US, unveiled the lineup this week and hosted an online launch event featuring country singer Lauren Alaina. 
 
According to Karly Thain, director of product strategy and marketing at European Wax Center, the expanded and refreshed products advance wax services and answer guests’ most intimate wax service needs. The goal, she said is to make “make waxes quicker and dare we say, more enjoyable.”
 
To that end, the company has products that slow hair growth. The aptly named EWC Slow collection features a range of body care products (lotions, polishes and washes) that are formulated to reduce hair thickness and regrowth between waxes with an exclusive naturally derived hair growth minimizer extracted from a narcissus (daffodil) bulb. The products are offered in four new fragrances: Aloe, Shea and Coconut, as well as fragrance free, which is new for the company.  
 
New Territory

EWC Slow collection also includes deodorant, a new product for the company. 
 
According to Deidra Green, corporate field trainer with European Wax Center, the deodorant’s aloe scent is neutral and unisex, and the formulation, which also helps minimize hair growth, addresses needs of those who are constantly shaving, yet are afraid to wax this sensitive area, she said. 
 
Based on consumer perception study of 32 participants, 24-hour post application after one use and 97% agreed that immediately after application, skin felt more soft, hydrated and fresh.
 
European Wax Center says the No. 1 concern of its clientele is ingrown hairs—and that’s the focus of the EWC Treat line. The collection features several products built to prevent ingrown hair, including serum and wipes, a face and body exfoliating gel, and a new post-wax calming Mask.
 
As a decade-old guest favorite, ingrown hair serum formulation was untouched in the refresh process, according to Thain. The alcohol-free formulation contains tea tree oil, aloe, glycolic acid, lavender oil and vitamin E.
 
Based on a consumer perception study with 27 participants who used the formula 2x/day for 4 weeks, 93% agreed that it treats ingrown hairs, bumps and breakouts, 89% agreed that it reduces the appearance of redness after waxing, and 93% agreed that it soothes irritation caused by hair removal and feeling of discomfort. Further, 86% agreed that it helped even skin discoloration caused by ingrown hair.
 
Billed as gentle enough for the face, EWC’s face and body exfoliating gel is a non-abrasive formula that clears away dead skin cells to help hair follicles stay bump-free. Designed for use before and after waxing, at least three times a week, the formulation contains papaya fruit extract, pineapple fruit extract, lemon peel extract, aloe and vitamins A, C and E.
 
EWC Groom is aligned with what is the No. 2 service area for EWC: brows. The Groom range, which is designed to help create the post wax look customers have when they leave a center, offers products that are built to both fill sparse brows and define and tame. 
 
The Groom collection includes a new brow building serum. The pH-balanced and ophthalmologist-tested serum, which can also be used on lashes, is rich in hair-strengthening rice protein and provitamin B5. It is said to help support optimal growth to build thicker, fuller, bolder-looking brows or lashes in just four weeks. The formulation also features curcuma longa (turmeric) root extract. 
 

Based on consumer perception study of 32 participants after 4 weeks of use, 84% agreed that brows looked fuller and healthier. Further, 84% agreed that the appearance of brows improved and 78% agreed that eyelashes look fuller, according to the company.
 
Thain pointed to the serum’s affordability, too, calling its $26 price point as one of most competitive in the marketplace.
 
Lastly, EWC Glow offers products that slow hair regrowth and add color, such as its Gradual Tan Body Lotion, which is offered in Fair to Medium and Medium to Tan shades. The formulation contains the Narcissus Bulb Extract to target hair regrowth as well as aloe, vitamin E, coconut oil and sea kelp.
 
A New Look 

In addition to revamped and new formulations, EWC refreshed the look of the brand with “new modern, elevated packaging,” said Thain.
 
“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,” EWC Chief Experience Officer Chris Kobus said in a press statement when the line was unveiled.
 
All of the EWC at-home products are now available at European Wax Center locations or waxcenter.com/EasyAsEWC at retail prices that range from $12.00-39.50.