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Case Study / Uni K Wax


Uni K Wax Center is an innovative and unique waxing service which provides clean, all-natural and "ouch-less" waxing experiences throughout New York, New Jersey and Florida. Since 2013, Uni K Wax has tasked 5W with implementing annual PR campaigns that:

  • Support the increase of quality top-tier print and digital media coverage
  • Increase brand awareness and positioning as the premier waxing experience across current and new markets of interest
  • Elevate the brand's expertise in waxing formulas and removal techniques
  • Publicize new center openings and milestone anniversary celebrations via in-store activations and invitations to media
  • Support new product launches and line extensions
  • Generate fans of the brand in top beauty influencers and editors (including testimonials from these personalities)
  • Elevate the profile of CEO and founder, Noemi Grupenmager, maximizing press for her expertise as a pioneer in this category


To strengthen awareness and brand advocacy on both the media and consumer levels, 5W focused this PR campaign around earned media, elevating the following programs:

  • Full Scale Media Relations Campaign (Product and Brand Placement, Executive Profiles, Company News)
  • Positioning Noemi as an authority in hair removal and the larger beauty category to further build credibility for Uni K Wax Centers
  • Media Events for new center locations and milestone anniversaries
  • Regular editor and influencer appointments at Uni K Wax Centers to experience services firsthand and become personal fans
  • Product Seeding to beauty editors and influencers
  • Editorial Award Submissions
  • Ranking and Directory Submissions

5W has increased placements, impressions and accolades annually, to support brand awareness and ultimately growth of sales, expansion of centers, and authority within the category. Highlights include:

  • 3.3 billion media impressions over the course of 3 years
  • Over 50 print placements and growing, including Allure, Essence, Prevention, Us Weekly, People StyleWatch, Shape, Life & Style, and more.
  • 24 directory listings and rankings with Allure, Racked, Refinery 29, Time Out New York, Byrdie, and more.
  • 26 profile features on Noemi Grupenmager along with expert spotlights with Allure, Glamour, Women's Health, People StyleWatch, SELF, Us Weekly, CBS! Watch Magazine, Girls' Life, Metro New York, Miami Herald and more.


Print placements.


Directory listings.


Media impressions over three years.

Agency of the year
PR News
PRN Platinum


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