Newspaper article The Evening Standard (London, England)

THE FULL WAX WORKS; the Latest Trend in Male Grooming Is Leaving London Men Smoother Than Ever, as Leah Hardy Reports

Newspaper article The Evening Standard (London, England)

THE FULL WAX WORKS; the Latest Trend in Male Grooming Is Leaving London Men Smoother Than Ever, as Leah Hardy Reports

Article excerpt

Byline: Leah Hardy

[bar] LIZABETH Hurley's continuing transformation of Shane Warne from burly, bristly bloke to sleek and shiny metrosexual has had London's female population agog. Of course, there's a certain respect due to alpha-female Hurley for having such power over a man previously best known to us for his untameable womanising, but there's also a kind of morbid fascination as we watch this gaudy butterfly emerge, still slightly damp-winged, from his hairy chrysalis.

From his baby-chick-yellow hair to his no doubt pedicured toes, Warne is the latest example of extreme male grooming, a growing trend in the capital. And our raised eyebrows are matched by his. Not only are his devilish new arches due, some claim, to Botox, they also seem to have been thoroughly waxed. But is that as far as Mr Hurley's adventures have gone? Possibly not. Since the London chain of waxing boutiques Strip launched its Showgirl all-body waxing treatment for women, male customers have apparently been clamouring to get in on the act.

Inspired by the hairfree bodies of swimmers and cyclists, Strip has launched The Athlete, a [pounds sterling]265 top-to-toe waxing package for men. Lasting up to six weeks, The Athlete includes eyebrows, nose, ears, back, chest, stomach, legs, arms, underarm and of course (look away now if you're squeamish) a Brazilian or Hollywood wax.

As a Showgirl veteran, I can vouch for the forensic efficiency of Strip's waxing, and though it hurts less than you'd ever imagine, when I mentioned The Athlete to my husband, he whimpered and physically recoiled in horror. But clearly his old-school attitudes aren't shared by all chaps.

So what kind of man wants a wax? Strip co-founder Danielle Featherstone says: "About 80 per cent of our male customers are straight, and of those, half are booked in by wives or girlfriends. …

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