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By the end of the year, waxing specialist The Pretty Kitty will open its first East Coast boutique in Montclair, N.J.
Known for its signature 15-minute Brazilian wax, the space will mirror the services provided at the other 11 locations in California, Nevada and Texas. Services range from the basic bikini wax, ear wax and men’s stomach wax. The Pretty Kitty founder Tricia Hetherington has personally trained all aestheticians and each salon uses a proprietary cream wax blend formulated for sensitive skin.
“The lifestyle of the New Jersey customer is familiar to us,” said Hardy Viener, boutique owner and head of East Coast operations. “It was the combination of our push and their pull that we came to the east coast.” According to Viener, women of New Jersey often visit the Pretty Kitty boutiques located on the West Coast when traveling, and have long been asking for an East Coast location. Viener claims that the success of Pretty Kitty is all by local word-of-mouth.
Primarily located in downtown cities, Pretty Kitty chose Montclair as its first location on the East Coast because of high volume at outdoor shopping centers.
The Montclair location will provide some of the same merchandise offered at West Coast locations including PFB Vanish, a blend of glycolic, salicylic and lactic acids, which minimizes the risk of developing in-grown hairs.
According to the company, the fact that soft wax, rather than hard, is utilized in Pretty Kitty salons, makes the experience more gentle for consumers.
“Soft wax is more gentle than hard wax,” said Lisa Lazzara, director of training and development. “When the service is over we commonly hear: ‘That’s it?” According to Lazzara, the use of soft wax requires more skill, technique and training than hard wax — a reason many aestheticians and salon providers shy away from its use, or discredit it in their marketing materials.
For The Pretty Kitty, expanding to the East Coast comes as a natural progression. Whatever the location, the brand is aiming for consistency. “We want our customers to be able to close their eyes,” said Viener, “and not know the difference of which store they’re in.”