Clients confused by intimate waxing terms
Only 15% of women ask their beauty therapist for information and advice on intimate grooming.
Many aren’t sure what pubic hairstyles with nicknames such as “landing strip”, “Bermuda triangle” and “Brazilian” actually look like, found research commissioned by shaving brand Gilette Venus.
The study of 2,000 women aged 18 to 35 found 96% had “styled” their bikini line themselves at least once, and over half were happy to talk about the subject, suggesting that some of the stigma and embarrassment around intimate grooming could be lifting.
But of the women who talked about pubic grooming, only 15% went to their beauty therapist for advice, while the majority (25%) spoke to friends instead.
21% turned to women’s blogs for information and 13% said their sister was their chosen source of advice.
The findings indicate that salons need to do more to establish themselves as experts and encourage more clients in for waxing treatments, like producing their own resources to clear up any confusion around the different intimate waxing options available.
A separate treatment menu for intimate waxing with a clear description of each process and illustration of the finished look could also prove helpful to clients.