Study Shows Waxing Habits Change Direction with Age

HASTINGS, Minn., 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.

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