Beauty booking platform Treatwell is encouraging women to talk more openly about cervical cancer screenings by launching a potentially life-saving initiative in up to 500 salons across the UK.
Shockingly, cervical screening (smear test) attendance is at a 20-year low (one in four women do not attend) with reasons ranging from embarrassment, lack of knowledge of the test purpose and fear of the test.
Meanwhile, intimate waxing is on the increase with 1.2 million women in the UK regularly booking in for their bikini waxes and more.
Treatwell wants to flip this data on its head by using the shocking stats to speak directly to women about the importance of cervical cancer screenings as they get their waxes.
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"If we can strip off in front of our beauticians, why are we still too embarrassed to take a potentially life-saving test?" a spokesperson for Treatwell said.
As of Thursday, pamphlets and posters about cervical screening will be placed throughout salons in the UK. Beauty therapists will be speaking to their clients on the importance of cervical cancer screenings, offering information.
Treatwell teamed up with Public Health England's (PHE) 'Cervical Screening Saves Lives' initiative to launch the 'Life Saving Wax' campaign across the country.
A spokesperson for Treatwell said: "The aim of the initiative is to break down these barriers to women attending screening so more feel empowered to attend when invited.
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"This is not about promoting grooming (pre screening) but is instead aimed at engaging women in the 'safe space' of the treatment room, breaking down the barriers to talking about the issue."
Great idea, or what?
In addition, Treatwell are hosting a panel discussion in London on Thursday 25th April in which Ctrl Alt Delete podcaster Emma Gannon hosts Treatwell beauty director Liz Hambleton, influencer Hannah Witton and Dr Zoe Williams, to talk about the important subject.
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Cervical screenings are such an important topic, so any initiative that raises awareness about it gets our seal of approval.
Cervical screenings (or smear test) check the health of your cervix in order to prevent cancer. During the appointment, a small sample of cells is taken from the cervix which are then tested. Finding any abnormal cells early can then be treated to prevent cervical cancer.
All women with a cervix aged 25 to 64 should be invited by letter. For any more information on cervical screenings, visit the NHS here.
Featured Image Credit: FlickrTopics: Life News, Cervical Cancer, Health