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Electrolysis, the only permanent hair removal method |
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Editorial For a very long time, one of the hardest tasks facing electrologists has been how to get “good press;” i.e. instructive reporting about hair removal by the mass media (newspapers, magazines, radio, motion pictures, television) that depict electrolysis in a favorable light. Marketing gurus tell us that “all publicity is good publicity,” but I would argue that negative press on the subject of electrolysis and electrologists has been typically unhelpful to our profession. Some of the earlier successes made by representatives of national electrology associations, came as a result of the media debunking the effectiveness of the electronic tweezer machines. Back in the 1980s, when courtroom dramas initiated by public prosecutors were looking for evidence that would discredit electronic tweezer manufacturers, the media looked to electrology spokespeople to substantiate their stories. During those years, associations such as the International Guild of Professional Electrologists (IGPE) and the American Electrology Association (AEA) were partially successful in getting the merits of electrology through to the public in publications such as Redbook and Glamour. But, since the process of electrolysis is not “new,” or “state-of-the-art,” or “sexy,” positive coverage for our field was minimal at best. Some reasonably successful coverage came very recently from the Journal News of New York. Although the focus of the article was on the cost of hair removal, specifically waxing and laser, electrolysis was prominent and the article ended with a consumer named Feirer saying, “I had good results so I never pursued laser. When I compared it to laser (hair reduction) it’s a lot less expensive and gives you better results.” Patsy Kirby, Executive Director for the AEA (now on the media rolodex) is quoted in this Journal News article, as well as many others across the country. However, the majority of articles about hair removal — mostly quoting doctors and spa owners — generally paint electrology in a bad light. A perfect example of this is an article in the May 2005 issue of O, The Oprah Magazine. Titled “Hair-Free!” the author Jolene Edgar talks about her personal experiences with waxing, shaving and laser hair removal. The subject of electrolysis is dutifully addressed, and Ms. Kirby is interviewed, but her comments about the process of electrolysis are overshadowed by a large headline that states; “Needles. Electricity. Needles: Is electrolysis as bad as it sounds?” Not content with this unpleasant missive, the author continually interjects with personal, negative remarks. After Ms. Kirby’s comment about feeling a warm sensation during electrolysis treatment the reporter says; “An understatement?” and further along, on the subject of areas that may be treated with electrolysis she exclaims, “And legs? Are you nuts?” Instead of quoting from pro-electrolysis sources Ms. Edgar writes; “Doctors, who favor laser hair removal, describe electrolysis as arduous and time-consuming but say that it’s fine for treating very few, very stubborn hairs. Still, I’d recommend it only to friends possessing the fortitude, patience, and high pain threshold of a Zen master.” It is clear that Ms. Edgar has never even seen electrolysis performed, yet she does her best to portray electrolysis in the worst possible light. (And with an average paid circulation of 2,721,046 readers, that’s a lot of bad press!) What can we do about this? Well, according to Ms. Kirby; “I’m trying to get as many people to write to Oprah’s editors as I can. I’ve done three interviews since this one, and there’s no telling what they’re going to say about electrolysis.” No one has died from electrolysis, it’s not controversial, and it doesn’t make headline news, but if enough electrologists (and their clients) were to make their displeasure with such reporting known to the media bosses, maybe — just maybe — they would be persuaded to give the electrolysis field the accuracy and fairness in reporting that it deserves. Speaking of writers and editors, IHR is proud to introduce in this issue, a new “Ask the Expert” column authored by Bette Pritchett. We would like to encourage all electrologists and students to write in, by email, fax or letter, any questions they might have for Ms. Pritchett or for our other contributing editors. Readers can also visit the Electrolysis Bulletin Board at www.hairroute.com to engage other electrologists in discussions on hair removal. — Anthony D. Copperthwaite |
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