In Detail

The Brief

Project Scope

Marketing strategy
Graphic design
Exhibition management
Digital PR
Digital marketing
Web design
Web development

Wax Still
Wax Bag Closed

Branding, strategic marketing and full management for waxu, a professional intimate waxing collection’s launch into the UK market, at both trade and consumer level.

waxu is the UK’s first express intimate wax. Created by women for women, their advanced wax formula combined with their specially developed intimate wax technique promises women super-smooth results like they’ve never felt before.

waxu approached us in the conceptual stage to create a brand, a proposition and a strategy that would successfully launch their high-performance formula and advanced training and get it listed in the country’s best salons. Not only did we need to create demand in the professional market but our job was also to create awareness, interest and excitement in the brand amongst women so that they were requesting the waxu service in their local salon.

Gemma in Apron
What we did

The Solution

We created a brand story lynchpinned on the concept of a bold, happy, modern woman and then developed the name, identity, tone of voice and look and feel around it. The research we conducted revealed most wax brands as being completely devoid of personality and as this is a very personal and intimate treatment we believed it was vital to develop a brand that was clean and modern but also warm, feminine, confident and aspirational.

Waxu Devices
Waxu Mobile design
Wax Bag

As well as rolling the brand across a wide range of print and digital deliverables we also managed it’s introduction to the trade via PR, advertising and trade shows and to the consumer via digital marketing and in-salon materials. The campaign culminated with waxu’s debut at the Professional Beauty Show at Manchester Central in September. Not only was waxu one of the most talked about and busiest stands at the exhibition but they also signed up a record number of accounts at the show.

Waxu Book
In Numbers

The Result

waxu has grown at an exponential rate and is now in available in over 85 independent beauty salons and spas nationwide as well as being stocked internationally. Both the brand and the product range has received 100% positive feedback from the industry, the trade and women up and down the country.

over 0 Salons Launched
Waxu Beads
Kind words

“From creating the brand for my new business to designing the exhibition stands and website, Abstrakt have gone above and beyond at every step of the way. Thank you for doing such an incredible job for waxu, you really are amazing at what you do!”

Gemma Cafferkey - waxu Express Intimate Wax