As the client is asked to spread their legs in various embarrassing positions, acting in a matter of fact way, treating it as normal, will help a person feel a little less self-conscious. Remember, that's how the aesthetician views it.
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If you had an experience, good or bad, while promoting your business, that taught you something new, share it with them in the most conversational tone.
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If pain and discomfort is a main concern use a pain reducing gel or cream available from pharmacists. These solutions should be applied 30 to 60 minutes before waxing so the skin is numbed beforehand.