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  1. ITV Report

A 'Life Saving Wax': How beauty salons could save lives

Public health officials are joining forces with beauty salons in the North West to raise awareness of the importance of cervical screening. Credit: ITV News

Public health officials are joining forces with beauty salons in the North West to raise awareness of the importance of cervical screening.

Attendance at smear tests are at a 20-year low.

Treatwell, which is the UK’s largest online marketplace for booking hair and beauty treatments has launched the ‘Life Saving Wax’ campaign in partnership with Public Health England’s (PHE) ‘Cervical Screening Saves Lives’ campaign.

Now beauty therapists are being urged to open up conversations with their clients and help save lives.

Posters and information leaflets about cervical screening will also placed in salons.

It is estimated that if everyone attended screening regularly, 83% of cervical cancer cases could be prevented.

Sarah Rogers reports:

"For the beauty industry and health industry to come together in such a huge way – it’s going to be mega impactful!

"We're all touched in some way shape from by the big 'C' word, so let's get vocal."

– Laura Richardson from White Haus Hair & Beauty in Liverpool

We see thousands of women booking intimate waxes everyday through Treatwell, so when we heard that women aren’t attending a potentially life-saving test due to embarrassment, we wanted to see how we could change this. "Just by talking about cervical screening with one person, it’s amazing the knock-on effect it can have. It can really change attitudes and behaviours."

– Liz Hambleton, Beauty Director at Treatwell
  • Watch the promotional video below: