User:Debbchia/Strip - Ministry of Waxing

Strip – Ministry of Waxing is a body waxing concept store founded by The Spa Esprit Group and headquartered in Singapore. Established in 2002, Strip currently has 22 stores in 7 cities – Singapore, New York, Jakarta, Kuala Lumpur, Manila, London and Shanghai. Strip is recognised as the market pioneer and leader of the specialist waxing industry having turned the former trend into standard grooming etiquette.

History
Strip was the first of its kind to dedicate a salon specifically to waxing. Initially offering manicures, pedicures and a suite of waxing services, including arm, leg and Brazilian waxing, the company has since expanded to offer products as well as treatments such as Intense Pulsed Light (IPL) hair-removal and the innovative Brazilian facial.

Beginning with its first outlet at Holland Village, Singapore, the company quickly expanded throughout the nation as the concept took off among local and expat females, and even males. Touting a crusade against unsightly hair growth, the company proceeded to launch a slew of campaigns educating the public on hygiene and grooming. Innovation in its research and development, service training and strict quality controls have kept the company ahead as market pioneer and leader in the waxing industry.

Its waxing service concept was strong enough to be transported universally, and starting with regional Kuala Lumpur and Jakarta, Strip is now located around the world with both franchisees and joint ventures in Shanghai, New York and London.

Strip has won numerous awards and accolades for its quality and service. It has been featured in all major media locally and internationally, most notably Wallpaper* and Women's Wear Daily.

Innovation
Key to the Strip brand is its constant innovation in the market. As market pioneer, Strip has innovated the following techniques and concepts in the waxing industry:


 * Brazilian shapes, colours and accessories
 * Social waxing for two or more (or buddy waxing)
 * Brazilian facials

In addition, the company has been recognised as a true market leader – setting and upholding the standards of an oft-unregulated beauty industry. Standards such as hygiene controls, wax quality, safe techniques, service and best practices have been established and set by the company.

Products and Services
Strip offers an extensive range of waxing services for all parts of the body, including, leg, arm, underarms and the bikini area – known as Brazilian waxing. Waxes are performed using customised proprietary hard and soft strip waxes in either chocolate and wild berry or lavender flavour.

As a more permanent hair-removal option, Strip also offers IPL service while its latest innovation, the Brazilian facial, is a special wet microdermabrasion technique used to lighten and soften skin on the groin, pubic and labia area.

Each outlet also retails a range of proprietary products including the X’ed Out Cream, Ice Cream and White and other post wax care products and accessories. Certain outlets also offer nail services.

Concept stores
Strip has launched several landmark concept stores in Singapore and abroad. A trademark of the brand is its changing store interior landscape, which is customised and designed for each outlet.

Some outlet concepts include Strip Jetset, Malacca Centre in Shenton Way, Singapore and Strip Buddy, in Wheelock Place, Singapore. The former resembles an airplane structure while the latter enables two or more customers to wax and communicate with each other concurrently via a stylised porthole window.

Detail and brand personality are injected into its store ambience. Custom designer staff uniforms, a handpicked music selection and flowers give each store a personal, distinctive experience.

Advertising
Strip is known for its edgy, witty and sometimes controversial campaigns. Some campaign examples include the No More Bush campaign, launched in conjunction with the 2008 American elections and the What’s New Pussycat? campaign launched as charitable support of Singapore’s Cat Welfare Society.

Spa Esprit Group
Parent company to Strip, the Singapore-based Spa Esprit Group is a conglomerate of companies spanning the beauty and Food & Beverage industries with 10 distinct brands to its name, including Strip, Browhaus, Spa Esprit, Qi Mantra, House, Barracks, Camp, Beauty Emporium, Skinny Pizza and Tippling Club.