Waxing: gorilla warfare

First-class service, a men-only environment and a touch of sensitivity means Axiom Bodyworks is making headway in the field of male grooming. Annette Hanford reports

From bushy brows to hairy toes - and everything in between - waxing is the most popular treatment at Axiom Bodyworks, Andy Rouillard's male-only salon in Basingstoke, Hampshire.

"We wax just about every nook and cranny you can think of and quite possibly a few you can't," he laughs. "Male waxing isn't just another add-on treatment for us, it's our bread and butter, and we've built our reputation on providing a first-class service that keeps people coming back from literally miles around," he adds.

Initially starting out in massage therapy, Andy trained as a beauty therapist, but encountered problems with colleges accepting him as a male beauty therapist. 

rom bushy brows to hairy toes - and everything in between - waxing is the most popular treatment at Axiom Bodyworks, Andy Rouillard's male-only salon in Basingstoke, Hampshire.

"We wax just about every nook and cranny you can think of and quite possibly a few you can't," he laughs. "Male waxing isn't just another add-on treatment for us, it's our bread and butter, and we've built our reputation on providing a first-class service that keeps people coming back from literally miles around," he adds.

Initially starting out in massage therapy, Andy trained as a beauty therapist, but encountered problems with colleges accepting him as a male beauty therapist.  READ ON... 

Now qualified, he uses his 'maleness' as a unique selling point and not only boasts a local clientele (from 16 to 72 years of age) but also tends to the treatment needs of men travelling from London and the south coast.

Working in the male grooming industry since 2001, Andy is ideally placed to advise fellow fellas on the dos and don'ts of looking good, and his salon has quickly become recognised as a specialist one-stop shop for men's skin and bodycare needs, but it has only been in the past couple of years, he says, that there has been enough interest in male grooming for him to sustain Axiom Bodyworks as a full-time business.

The men-only salon is a deliberate move by Andy to ensure his clients feel comfortable. "I don't want them to be put off by a unisex salon, feel like they are on show, or risk bumping into someone that they work with, for example".

He believes being a male therapist creates a "brotherly bond" and that his no-nonsense attitude puts those that he treats at their ease, whether a first timer or a loyal client. "I tell them how it is, and don't over-sell to them," he explains.

"Most men just want good-quality, basic advice and something that gives results - fast. So I tell them how to look after their skin and how often they need to come back, to give them realistic expectations."

However, it's evident that Andy has a sensitive side. "Many men are nervous when they come in, so a bit of tea and sympathy goes a long way. I explain each step of the treatment procedure, what I will do - and why - and how it will feel," he says. "It helps put them at ease and they won't get any nasty shocks."

Andy says waxing techniques differ slightly when treating men. As hair growth is likely to be longer, trimming is normally required to reduce any stress on the skin. He also explains that as male hair growth is more coarse and dense, he needs to be a bit more vigorous when removing the strips as well as be able to blend between areas that have - and haven't - been waxed.

The main demand at Axiom is for back and shoulder waxing, with facial (mono-brow) treatments also popular. Andy also cites an increase for chest, underarm and the male Brazilian. "I do at least two or three each day," he adds.

And unlike female waxing, demand for which can peak near holiday times, Andy says there's year-round demand with men getting used to making forward bookings now too.

Andy is also an educator for Perron Rigot waxes. He says: "We are committed to providing high-quality training for fellow therapists in the art of 'manscaping'. We were the first to introduce CPD waxing courses to meet the needs of the British male market and our men's Brazilian waxing workshop is the first in the UK to be endorsed by Habia.