JO HAYWOOD finds out why York women are going nuts over the Brazilian.

HAVING a Brazilian wax is like wearing a pair of fabulous shoes. Both are painful and both make you feel like a goddess.

It's true. Give a woman a Brazilian and a pair of Blahniks, and she immediately becomes Sex And The City sex kitten Samantha Jones.

For those of you who don't know what a Brazilian is (and are too afraid to ask), let York beauty therapist Joanne Mordue enlighten you.

"It's a bikini wax," she said. "Basically, everything is removed apart from a narrow landing strip.

"If the landing strip goes too, that's called a Hollywood. But I think that's a bit too extreme for most women."

The Brazilian is taking York by storm. According to Joanne, women are falling over themselves to have wax strips stuck on their nether regions, then quickly ripped off.

"It is painful the first time," she said. "But it becomes considerably less painful each time, as long as no shaving takes place in between.

"This is because shaving strengthens the hair and makes it coarser, while waxing weakens the hair, making it easier to remove."

Joanne has been a beauty therapist for nine years, but has only been doing Brazilian waxing for the past year.

When clients started asking if she offered the treatment, she decided to take the plunge and practise on a few nervous friends.

"Women started asking about it a year ago and demand has grown tremendously ever since," she said. "I was really nervous about the first one I did, even though she was a friend, not a client. But I wasn't half as nervous as her!

"Now I'm confident, quick and don't make a big deal of it. I treat a Brazilian just like an eyebrow wax, only a bit lower down."

A Brazilian costs £12.50 and takes about ten minutes. It is relatively dignified - you keep your knickers on - but women often find some of the positions embarrassing.

"There are certain stretches that help to pull the skin tight and make it less painful," said Joanne. "I know a lot of women find it embarrassing to be on all fours, but I don't keep them there for long."

So you're on your hands and knees while someone rips the hairs out of the most tender part of your anatomy; is it really worth it?

"The results are fantastic," said Joanne. "Once a woman has a Brazilian she never goes back to shaving."

A Brazilian last about six weeks; it weakens the hair and makes it sparser and easier to remove; it helps to prevent in-growing hairs; it ends shaving rash; and it works well with modern fashions such as high-cut swimsuits, low-slung bikinis and thongs.

"The most difficult part is finding someone you trust to do it for you," said Joanne. "If you feel comfortable and at ease, it's plain sailing."

...all the way to Brazil.

For further information or to book an appointment, phone Joanne Mordue on 07946 515672.

Updated: 09:41 Tuesday, April 20, 2004