By Nancy Brumback, Contributing Writer
Westborough – Terri Radley’s goal is to bring an upscale, professional environment that offers clients the ultimate waxing experience to central Massachusetts with her new European Wax Center, which opened in July.
“We need this in the suburbs,” she said.
When Radley decided to leave her previous job as a law firm administrator, she looked into franchise opportunities, and realized how much she had enjoyed her experiences at a European Wax Center near her former office.
“European Wax Center is recognized by its guests as a premier provider, industry leader and national brand franchise with a focus built around providing the ultimate wax experience,” she said.
“The employees were happy and the customers were happy. They lived up to their slogan of ‘walk in and strut out.’ I wanted a business I could be very involved in, a business that would make people feel beautiful and confident about themselves,” a distinct contrast to the interaction she had with divorce law work in her previous job, Radley noted.
“We offer a high-end environment at an extremely competitive price point,” she said. “Our strong corporate image and brand are well-known throughout the country, and the company has thousands of satisfied guests every week. At European Wax Center, we’re not in it for the short-term gain or a one-time visit. Instead, we focus our energy on long-term business and guest loyalty.”
The secret, she continued, is the unique comfort wax that has been developed in Paris exclusively for European Wax centers across the country.
“We use a four-step process, first cleansing the area to be waxed, applying an oil so the wax sticks only to the hair and not the skin, applying and removing the wax, and then using a calming oil. It doesn’t hurt and it doesn’t irritate the skin,” she said.
The center also sells related skin products to help improve the waxing experience. “They are very good products, and none of them are over $38,” Radley noted.
European Wax Center offers a variety of services for both men and women, ranging from brow shaping to full body waxing. Eyebrows and Brazilian bikini waxes are the most popular treatments.
Radley noted the center’s atmosphere is more comfortable for men than a conventional beauty salon. Men make up about one-fourth of the customers, and she feels they might not want to walk through a hair or nail salon to reach the waxing room.
Radley is so sure customers will like the results that she offers a free wax for first-time guests. Women can choose from an eyebrow, underarm or bikini line wax for free (or upgrade to a Brazilian bikini wax for only $23.50). Men can opt for an eyebrow, ear or nose treatment.
She noted the center’s pricing is better than most. A Brazilian wax is $47 at full price, compared to $65 to $75 most places, she said, and as part of a package, the Brazilian wax can drop to $34.50 per visit.
The effects of a waxing typically last three or four weeks, she said.
All of Radley’s nine aestheticians are licensed and then take an additional seven-day “boot camp” to become familiar with the European Wax products and services.
“They do nothing but wax, so they are more experienced than employees at many of our competitors,” she noted.
European Wax Center is located at 290 Turnpike Road (Rt.9) in the Speedway Plaza adjacent to SkyZone and Stop & Shop in Westborough. It is open Monday through Friday, 9 a.m. to 8 p.m.; Saturday, 9 a.m. to 6 p.m.; and Sunday, 11 a.m. to 5 p.m.
“As a working woman, I was really conscious of the need for weekend and evening hours, and for the ability to book your appointment online,” Radley noted.
For more information or appointments, call 774-512-0096 or visit www.waxcenter.com/ma-westborough.
Editor’s Note: The preceding is not an endorsement and is presented for informational purposes only.
