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European Wax Center's Sherry Baker on #AxThePinkTax


European Wax Center's Sherry Baker on #AxThePinkTax

By Patricia Tortolani | October 18, 2018 | People

How one company's idea to take on gender-based price discrimination became a national movement.


Sherry Baker wants every dollar-spending human on this planet to know that a blue baby bottle costs less than a pink baby bottle. She wants every breathing being with the capacity to self-reflect to understand that gender-based price discrimination begins that early in life. And then she wants all the ladies in the house to think about how to spend the money they’ll have saved when the so-called “pink tax” is abolished. We chatted with Baker, the president of marketing and product development of European Wax Center, about the #AxThePinkTax campaign and her goals for its future.

Tell us about the idea for the campaign.
SHERRY BAKER: We started by talking about the fact that this pink tax was almost silent; many women didn’t know about this money stealer inside your purse. Day one when we started to plan the campaign, we thought this is something that is absolutely egregious. And we want to be the group that gets you first to awareness and then to change.

Any surprising reactions?
SB: I wouldn’t say surprising, but the most gratifying was the grassroots movement that surrounded the campaign. Real women caring about and standing with other real women. Instead of just being angry, women said, ‘We are done with that. We are going to lend our voices, our economic spending, and everything that we have in our control to stop this.’ So from the women who work at our company to the people that we connected with on social, that was remarkable.

How has it affected business?
SB: When we look at the hard facts—the dollars spent at our centers—that part is great. When you look at the soft indicators, like the words women use to describe our brand, those have also moved in the right direction. I believe that for today’s woman, a brand that provides good service is not enough. If you want loyalty, a brand has to contribute to the world in a positive way. The connection between doing well and doing good is tighter than ever.

There is also a charitable aspect to #AxThePinkTax.
SB: Whether it’s Girls in Tech, Beauty Changes Lives or FIT, we are providing funding for the education that a woman needs to conquer the world and keep her voice high. We are grateful for how successful this company has been, and we want to share that success with the women that got us here.

Photography by: Photography by Weston Wells