Study Shows Waxing Habits Change Direction with Age

Waxing the City Franchise Finds Above-the-Belt Services Sprout over the Years

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May 19, 2015, 06:15 ET

HASTINGS, Minn., May 19, 2015 /PRNewswire/ -- While most young waxers start off smoothing their lower regions and chests, later in life they are compelled to head north to groom more visible features, according to research conducted by a national waxing studio franchise.

Overall, the study found that waxing is prevalent in the general population and most common among women. While 90 percent of today's waxers are women, the number of men waxing their chests, backs, ears, nose and areas south of the equator is also steadily increasing. Apparently – a smooth and hairless lower region is a high priority for a majority of consumers – the research shows about 1 in 10 are doing a bikini or Brazilian wax.

The research by Waxing the City, a fast-growing national franchise of waxing studios backed by the leadership of parent company and franchising powerhouse Anytime Fitness, polled 1,429 adults regarding their waxing attitudes and habits. The online study targeted regular waxers, as well as those considering waxing.

In the study, a significant share of women ages 18-24 reported getting Brazilians and bikini waxes. However, the study indicated that as women age, their focus shifts more toward maintaining what is visible to everyone, not just their most intimate friends, such as their chin, lips and eyebrows. (Brows are the leading service in the industry and have mass appeal in the market.) Similarly, men tend to start waxing their chest in the younger age group and then move upwards to their nose and ears as they age, and hair growth shifts on the body.

"What we're seeing is a trend of people developing a passion for waxing after their initial service, and they continue doing it for years," said Summer Vasilas, co-founder of Waxing the City, with 25 studios open and 80 territories sold. "Their first waxing serves as a gateway to a lifetime routine."

Regarding drivers that motivate both genders to wax, respondents reported the emotional benefits of feeling attractive, clean and confident.

ABOUT WAXING THE CITY

Waxing the City is an exclusive waxing studio devoted solely to the art of waxing, catering to both women and men. As a leader in the waxing industry, Waxing the City is setting the bar and standard for excellence and innovation. Founded in 2003, the first Waxing the City studios opened in Denver and Texas, touting "superior waxes, highly-trained staff and compassionate and caring customer service." In late 2012, the founders of Waxing the City partnered with MN-based Anytime Fitness, LLC, the world's largest co-ed fitness franchise. Anytime Fitness is leveraging its tried-and-true franchise support systems to Waxing the City franchisees. Company executives expect to have 350 locations open in the next five years. For more information, please visit www.waxingthecity.com.

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SOURCE Waxing the City