Pubic hair shaving was a common practice in antiquity and is currently experiencing a renaissance thanks to the ever-shrinking the bikini and the evolution of sexual preferences. Hair Care Down There started out in 2003 and soon began selling the Ultimate Shaving Kit, which contained an extensive selection of products designed to prevent irritation and add spice to the shaving experience. After being removed from sale two years ago, the kit is being re-released in early 2008 to meet rising demand from millions of male and female trimmers. Users of the Ultimate Shaving Kit are advised to begin by reading the included 32-page guide replete with colour photos and step-by-step instructions for both the uninitiated and the more experienced shavers looking to become more adventurous. After consulting the guide, the shaving process begins with the application of shaving gel, which is clear to ensure maximum visibility and therefore avoid mistakes when sculpting potentially complex designs. In addition the classic basic bikini look, other creative designs are open to the shaver including the landing strip, the lightening bolt, the Charlie Chaplin and, for romantics, the heart. To make the precise art of shaving easier the kit includes a soft red pencil as well as templates for the landing strip and heart so users can sketch ambitious designs before exposing themselves to the razor. Another solution is to find a shaving partner. The founder of Hair Care Down There, Judy Pfleger, told CosmeticsDesign.com: "We have had a lot of positive feedback from couples who organise shaving nights together." After shaving in the intimate regions itching, ingrown hairs and bumps are common complaints. To prevent these problems arising, the Ultimate Shaving Kit contains a soothing spray to be applied immediately after shaving and a moisturiser to be used between shaves. The shaving gel itself also contains moisturising ingredients to help prevent razor burn, nicks and cuts. For the finishing touch, the kit contains sparkly adhesive bindi jewels, traditionally worn on the forehead in Hindu culture, but used here as a sexy post-shave twist. California-based firm Hair Care Down There sells its shaving products on-line throughout the US and Canada but has yet to establish a store retail presence. Pfleger said that despite high demand for its products the company's potential for expansion is frustrated by lack of capital. Another company operating in the intimate hair care market is Betty, which sells dyes specifically designed for pubic hair that enable women to match the colour of their hair above with their hair below.