Beginning May 2, LunchboxWax, a full-service, speed-waxing salon, will officially rebrand to Radiant Waxing. While the name will change, the communities it serves should expect the same incredible service they received under the LunchboxWax brand.
“This change came about because we realized customers loved the feel of the brand and fun environment we provide in-salon but were sometimes alienated by our previous name and branding,” said Geri Jones, owner of the Lubbock salon. “Radiant Waxing was selected as the new name because it reflects our core values and positive in-salon culture. Our goal has always been to make customers feel radiant from the inside and out.”
The new Radiant Waxing branding will rollout during the rest of the year.
“Throughout the rest of the year, the outside and inside of our salon will change to match our new brand – new signage, some new elements of our interior and new product packaging,” Jones said. “What remains is the same great service and experience our guests in Lubbock know and love. Our service offerings, trained waxing technique and our proprietary soft wax remain. We’re still the same company and intend to keep the same fun, inclusive feel in our studios and brand messaging.”
Josh Collins, the owner of two salons in the Dallas/Ft. Worth area, further explains the reasoning behind the rebrand.
“We truly have changed the body waxing industry,” Collins said. “What started as a single luxury waxing salon that didn’t exist in Texas before 2018 has quickly grown into the leading body waxing salon across the U.S. Texas has embraced us and shown us so much love over the years, and the time has come for us to evolve into something bigger and better.
“With the rebrand, we are simply retiring our beloved mascot Ms. Box – that chic little lady holding her pink purse – and the dominant bright pink throughout our salons. We cater to every body, just like we have since day one. We want our salons to represent that. From women to men – yes, our Texas Cowboys as well – we want everyone to feel welcome. Our team will make you glow, so Radiant Waxing makes sense.”
Replacing the Ms. Box mascot is a waxing moon – a moon whose illuminated area is increasing, just like the external illumination of smoothly waxed skin and the internal radiance that increases long after.
“LunchboxWax brings our community together through waxing,” said Erika Cremona, owner of the Round Rock salon. “But, to reach every corner of our community, we need to be accessible to everyone. This is why rebranding to Radiant Waxing is so exciting. It’s taking our team to the next level.
“The rebranding is our opportunity to say, ‘You matter, and all are welcome here.’ Of course, our salon and staff will remain the same phenomenal people you’ve come to adore. We’re just inviting more people along for the ride to being comfortable in their own skin.”