Hairlessness is in, according to Dale and Brittany Westergard, the owners of LunchboxWax, a new waxing salon.
That's why the franchisees of the national chain are opening locations in some of South Jersey's biggest towns, they said.
The more people that live in a place, the more potential customers the popular new concept will attract, added Dale Westergard.
The Westergards, a husband-wife team, opened a LunchboxWax in Evesham, Burlington County's biggest town, in January. They have signed a lease for a second salon, likely to open this fall, in Mount Laurel, Burlington County's second biggest town.
The Medford-based couple is also exploring Cherry Hill, with its population of more than 70,000, for a possible third location. Eventually, the Westergards want to have 5-10 spots in South Jersey and the Philadelphia suburbs, they said.
If their Evesham salon is any indication, their plan is feasible. It has experienced 100 percent growth over the last three months, according to Dale Westergard.
"A lot of people are wanting that nude look, especially now with COVID and things being lifted," said Brittany Westergard. "There’s more and more people coming in because they want to go out and do things."
"People want that clean look at the beach," Dale Westergard added.
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In January 2020, Westergard was looking for something to do after selling his previous franchising venture, seven Two Men And A Truck moving businesses in the Philadelphia market.
One Sunday, he was scrolling Facebook when a friend commented on a picture of the LunchboxWax logo. Dale showed his phone to Brittany and said, "This is it."
He thought the concept looked cool, he said. And when the couple looked deeper into the product, they were sold.
As Brittany Westergard explains it, LunchboxWax uses a protective "soft" layer to prevent painful waxing experiences, like the one in the movie "The 40-Year-Old Virgin" when Steve Carell's character screams "Kelly Clarkson!" With the barrier, LunchboxWax employees don't remove any skin, just hair.
The goal is for customers to walk out with no hair and smooth skin, according to Westergard.
"It's definitely a top-notch experience," she said.
So far at their 1,200-square-foot, six-waxologist Evesham location, the Westergards have been impressed by the diversity of their clientele.
The salon is attracting the usual waxing customers like young women, swimmers and wrestlers. But it is also drawing young men going for that clean look, construction workers who have to wear harnesses and seniors on the dating scene, according to the owners.
They think it's just a popular service in a central location, not just in terms of the town, but also the shopping center. The Evesham spot is in the Marlton Crossing Shopping Center, which has anchor stores like TJ Maxx and Home Goods.
The Mount Laurel LunchboxWax will be on Centerton Road near Topgolf and Costco.
"It's about getting out and telling people," Brittany Westergard said. "Social media is great but nothing is better than word of mouth."
Jarrad Daniel Saffren covers the COVID vaccination process, education and business for the Burlington County Times, Courier Post and Daily Journal. Please help support local journalism with a digital subscription.
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