Wax in the City / Direct Mail Campaign

Wax in the City is a salon specializing in body waxing. This is all they do and, as a result, they do it better than anyone else. We set out to build materials around the notion that they don’t treat waxing like an afterthought—they treat it like a combination of a science and an art form. We created a series of fun and impactful postcards allowing the salon to be in constant communication with customers. We also coined a special job title for their staff, calling them “cerologists,” from the Latin word wax, further building on the expertise that differentiates Wax in the City from other salons.