As much as I appreciate a good fail video and laugh regularly from schadenfreude, Lowe Roche’s latest for Fuzz Wax Bar in Toronto just made me cringe. To advertise their dedication to smoother skin, Fuzz covered a male model in wax strips and sent him onto the streets. People could tear the strips (and hair) off him to receive a 25% off gift certificate. The strips were illustrated with grim-faced smileys, varying based on the amount of pain they would cause. Many people appeared to delight in making this man shout in agony.
“Street Waxing” seems to me the opposite of an attractive ad campaign. The selling point of waxing is the final product: smooth skin. In between appointments, one primary goal is to forget about the pain. That makes this experience more of an anti-waxing PSA. Fuzz Wax Bar reminds us, very viscerally, that waxing is not a pleasant experience. And adding insult to injury, (unlike this model), you’re going to have to pay to get yours yanked off.
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