New Businesses: Get Your Wax On, European Style

Five Towners will soon have another option to remove unwanted body hair with the opening of European Wax Center’s new location in Lawrence’s Bay Harbour Mall.

“We stand behind making our guests happy,” said Rose Wertling, of Hewlett, who along with her husband, Todd, owns the Lawrence location. “It’s more of a spa environment, but it’s only waxing.”

Wertling said she hopes European Wax Center’s products and cleanliness will make the location stand out from its competitors. The franchise uses 100 percent Parisian bees’ wax that comes in hard balls before it is melted. The special wax adheres to the hair as opposed to the skin, causing less discomfort and pain, Wertling said. The salon has a policy of never double dipping, even with the same client.

“It’s top of the line and very professional service,” said Nalini Gobin, manager of the Lawrence store.

For Wertling, location is key, as the wax center sits in a shopping center filled with big chain stores such XSRE, DSW Shoe Warehouse and Panera Bread. She anticipates the reopening of other stores in the lot that were damaged by Superstorm Sandy, such as Best Buy and .

The Lawrence European Wax Center, at 345 Rockaway Turnpike (516-371-9800) will hold its grand opening on Tuesday, Feb. 26, but before then the location will hold a training week, where people can come in for a wax free of charge. Free waxing will be available on Feb. 21 from 9 a.m. to 1 p.m. and 2 to 5:30 p.m.; Feb. 22 from 11 a.m. to 1 p.m. and 2 to 5:30 p.m.; and Feb. 23 and 25 from 9 a.m. to 1 p.m. and 2 to 5:30 p.m.

After the grand opening, first-time guests can get one body part waxed for free. Women have the option of getting their eyebrows, underarms or bikini line waxed for free; while men can get their ears, nose or eyebrows waxed for free.