The survey, “Study of the Women’s Intimate Care Market,” conducted by Multi-sponsor Survey, Inc., reveals that roughly one out of two women in the U.S. are now removing hair from their bikini area, although it is most common among young women.

Eighty-percent of all 18-34 year old women reported removal of hair in the bikini area; 64% of 35-49 year old women, and only 19% of women age 50+.

Although bikini line hair removal is a growing trend in the U.S., Brazilian women are at the forefront and maintain this practice as they age. In each age group, Brazilian women are more likely to remove bikini hair than American women – including 65% of Brazilian women ages 50+.

What products do they use?

American women rely primarily on a blade razor, but Brazilian women are far more likely to wax (46% vs. 6% in the U.S.).

American women’s preference leads to issues with razor burn, bumps, nicks or cuts after the hair removal process – more than is reported in Brazil.

The study was conducted in May/June 2013 among a national sample of 600+ adult women in the U.S.; 500+ adult women iin Brazil; and 1200+ women in Western Europe. More information about this study is available at www.intimatecareresearch.com.