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Fuzz Wax Bar: Yasqueen

In Canada, the 'Victoria Day' long weekend is the unofficial start of summer. To celebrate this (and the Queen’s birthday), waxing specialists Fuzz Wax Bar launched a very British promotion with complimentary ‘stiff upper lip’ waxes. The British are renowned for their poise and aloofness. As the saying goes, they keep a stiff upper lip. Posters of Queen Victoria with a strategically placed tear-away “waxing” strip appeared in the vicinity of Fuzz Wax Bar’s ideal location for this offer — Queen Street in Toronto. Fuzz Wax Bar invited consumers to announce the code word, “Yasqueen,” to redeem the service and make their lip shine. Toronto-based agency Zulu Alpha Kilo created the promotion. In addition to the tear-away posters, the campaign elements included targeted Instagram Stories and Facebook posts. For anyone looking for a smoother stiff upper lip, the ‘Queen Victoria’ wax was available until May 26th only at Fuzz Wax Bar’s Queen St. location. The growing chain has seven locations in Toronto, one in Montreal, and two that are opening up this summer.
Credits Other credits

Strategist: Heather Segal

Studio Artists: Anna Harju, Andrew Martin Agency Producer: Teresa Bayley

Account Team: Nadine Arsenault, Skye Gandy

Photographer: Sarah Azzam

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