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Vol. LXV, No. 42
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Wednesday, October 19, 2011
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Vol. LXV, No. 42
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Wednesday, October 19, 2011
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 SMOOTH AS SILK: “Waxing is our specialty. We are providing a service for those who need it, and we offer a quality product in a very luxurious, professional atmosphere.” Shown left to right are staff members of European Wax Center in Mercer Mall: Cami Vieni, Brooke Roemer, Kristina Gibson, manager Suzanne Dunn, and Jamie Grande. |
Smooth and silky skin free of excessive and unwanted hair is the goal of many women today. They are also joined in that quest by more and more men, who are seeking a smoother, less hirsute look. Many athletes, in particular competitive swimmers (where nano seconds are crucial), frequently opt to divest themselves of extra hair in order to speed through the water faster, without encumbrance.
European Wax Center, which opened in Mercer Mall, 3371 Route One South in Lawrenceville last June, offers a full range of facial and body waxing. One of more than 276 independent European Wax Center franchises in the U.S., it is owned by Pat and Kerri McGeehan. It has proved so successful that they plan to open two more franchises in Cherry Hill and Sea Girt.
The Lawrenceville facility is very attractive. Inspired by French and other European influences, the design incorporates decorative molding and trim, light woods, old world brick, bold accents, and honeycomb shapes. Six private waxing rooms include heated beds.
“European Wax Center is a wonderful business,” says manager Suzanne Dunn. “We are set apart by the wax we use, which was developed in Paris. We are the specialists in waxing. The wax is a comfort wax. It’s 100 percent beeswax, with the finest polymers, and contains no alcohol. It is self-hardening and stripless.”
Four Steps
The waxing procedure, typically 15 to 30 minutes, consists of four steps, she explains. “(1) cleaning; (2) application of oil, so the wax adheres to the hair, not the skin; (3) application of the comfort wax; (4) application of a special formula calming lotion after the wax removal. This prevents bumps, breakouts, and in-grown hair. Both waxing and the lotion rejuvenate the skin.”
“Re-growth is different for each person,” continues Ms. Dunn, “but with continued waxing, the hair grows in softer, finer, and more sparse. The more frequent the waxing, the more comfortable it becomes. People come for facial waxing approximately every two weeks and for body, two to four weeks. It varies depending on the individual.”
Clients, who are called “guests” at European Wax Center, are teens and adults, both men and women, and come from all over the area and beyond. Popular services include eye brow, face, and a variety of bikini procedures for women, such as bikini line shaping, full bikini, and Brazilian (full hair removal, front and back).
In addition to the high quality professional service at European Wax Center, reasonable prices and a variety of special packages and promotions are available. It is also less expensive than electrolysis (permanent hair removal).
Complimentary Services
“We are half the price of waxing at some salons,” says Ms. Dunn. “Eye brows are $16, bikini line $28, Brazilian $42, and women’s full leg $60. Lip and chin are both $9.”
Special first time guest offers include complimentary services and others with substantial savings, she adds. “If a woman has never been to European Wax Center before, we offer one of three complimentary services — eye brows, underarm, or bikini line.
“Also, if she prefers, a first time guest can opt for an upgrade for a full bikini and Brazilian at half price: bikini at $17.50 and Brazilian at $21.”
For a first time male guest, one of three complimentary services are offered: eye brow, nose, or ears.
Gift certificates and special packages are also available. An unlimited wax pass for bikini, eye brow, underarm, and full face services can be purchased for one year (13 months for a first timer) at a substantial savings. Also, available is a prepaid wax pass, with an offer to buy six, get one free, at a savings of 14 percent. If nine are purchased, two additional are free, at a 25 percent savings.
“We also have a great referral program,” reports Ms. Dunn. “For every person you refer who gets a service, you get $5 on your account.
“Special products are available for purchase, including exfoliator, in-grown hair serum, body lotion, and body wash. All our products are exclusive to the company and specifically designed for the waxing, including the slow growth lotion and body wash. We also have two products for eye brows: eye brow restorer and eye brow shaper.”
“Dream Team”
Ms. Dunn is very encouraged with the response to the center, and she is proud of the service offered and the caliber of the staff. “Our waxers are all aestheticians, trained in waxing, and in addition, they go through our European Wax Center training. Making everyone feel welcome is also very important. Our guest service associates stand to greet guests when they come in, and guests receive personal attention and consideration from the time they enter to the time they leave.
“I’m really a people person,” she adds, “and I enjoy the guests and the staff. The people I work with are professional and have the best work ethic I have ever seen. The staff is a ‘Dream Team’! It’s easy to be a manager when you have a ‘Dream Team’.
“I really look forward to more guests coming in and to helping the business grow. I want to provide the ultimate waxing experience for our guests and for all our regulars. One of the things our guests say about us is ‘This is long overdue!’”
European Wax Center is open Monday through Friday 8:30 a.m. to 8 p.m., Saturday 8:30 to 6, Sunday 10:30 to 6:30. (609) 275-8000. Website: www.waxcenter.com.