Meet the New Brazilian: A Guide to Intimate Bleaching

Pinking the wink. Brightening the bits and pieces. Illuminating the lily. Repainting the basement. Doing some moonlighting. Whatever you want to call it, it’s time to get comfortable with intimate bleaching as more and more clients seek this service.

The trend emerged as the popularity of the Brazilian wax grew. After the topic of intimate bleaching was featured on an episode of E! television’s Dr. 90210, salons began getting calls asking for the treatment. It took off first in Hollywood and hit NYC next.

Because of the intimate nature of the service, some clients may be reticent to ask, but don’t assume they’re not interested. Many spa owners got a surprise when they put it on the menu and found clients wanted the service right away.

“We figured it was something new, unique and excellent for marketing purposes to give our brand much needed publicity," says Enrique Ramirez, owner of trailblazing spa Face to Face NYC. "To my surprise, after our article in Time Out New York, intimate bleaching became all the rage in New York City.”

Face to Face NYC cheekily calls the service “New Ringtone” and describes it as an innovative skin bleaching treatment that “comes directly from our Hollywood friends and is dedicated to those of you with a 'dark side' caused by friction, disgruntled hormones, shaving or hereditary genes.”

What is Miami Bleach?

The Miami Bleach Intimate Bleaching System incorporates Vivant’s patented Vitamin A Propionate, TCA, and brightening AHAs, including lactic and mandelic acids, to safely lighten and brighten the most delicate areas, plus underarms, inner thighs, knees, and elbows.

It’s a simple 2-step process that can be completed in as little as 15 minutes, depending on the area being treated.

Each system includes:

• At-home preconditioning with Miami Bleach Body Wash and the Body Bleach (to be performed by the client)
• In-office cleanse with the Miami Bleach Prep and treatment with Miami Bleach Step I and Miami Bleach Step II (to be performed by the skin care professional)
• At-home follow-up kit for cleansing and moisturizing with Miami Bleach Body Wash and Miami Bleach Post Peel Calm Me lotion (to be performed by client)

For optimum results, we recommend a program of six sessions. Your client should prep with the at-home preconditioning kit for 4-6 weeks, depending on their Fitzpatrick.

The Miami Bleach Intimate Bleaching System is a great addition to your services menu for your clients looking for brighter, more consistent tone and improved texture, and increased confidence. The treatment is simple to perform, requires minimal time per session, ensures repeat business, and delivers an excellent ROI.

Who Is A Candidate?

The range of clientele is broad, from women and men who want to enhance their appearance, to women whose skin has darkened due to age or pregnancy, to people who just want to feel fresher and more youthful. In addition to intimate areas, this treatment is appropriate for under arms, inner thighs, knees and elbows.

The best way to find out if your client is a candidate is by discussing their goals and expectations during an initial consultation.

Is It Worth Exploring?

Spa owner Rosanna Zayas of Rosanna Zayas Esthetic Center in Roslindale, MA says the adding the treatment to her menu of services has added great value to her business. “My clients are satisfied with the work and they love it.”

What you can charge varies depending upon your region. The wholesale cost for the Miami Bleach package is $361, which includes three complete systems, making your cost per customer $120. We recommend pricing your sessions between $300 - $500, depending on your market, a great profit for treatments that take very little time to perform.

Multiple treatments are usually necessary to achieve desired results, and results are not permanent, so if the client is happy with the outcome, you can count on repeat business.

Check the complete guide to the procedure!