There were no changes in the preferences of Uruguayan women in 2013 regarding depilation products, with most preferring to visit beauty salons for effective and relatively inexpensive hair removal. During the year laser hair removal systems presented a growing trend among upper-income women regarding new hair removal depilatory systems, especially in Montevideo. This technical solution is an alternative to traditional depilatory products and has been well received, unlike previous technological methods that were painful and non-effective. The new method uses a high power, single wavelength laser, which has the property of being almost entirely absorbed by the melanin in the hair bulb. As a result, the temperature is raised to 70deg Celsius, which destroys the cells that produce the hair. For other skin structures the laser is nothing more than a harmless light. The latest generation of lasers uses large heads and cooling systems that make them very fast, safe, reliable and tolerable. More effective on white skin people with dark hair, these machines can make the hair disappear in six to 10 sessions. There is no doubt that the price will continue to decrease and stimulate demand, making these treatments a potential long term threat to traditional depilatories products. Depilife - an Argentinean company specialising in definitive depilation, which opened in Uruguay two years ago - is an example of how this is increasing demand. Nowadays the company possesses five depilation centres: DepiLife Punta Carretas, DepiLife Carrasco, DepiLife Plaza Matriz, DepiLife World Trade Center and DepiLife Punta Del Este, which work to a very tight schedule. The company use very popular models, such as the Argentinean Nicole Newman and her husband, and Uruguayan Claudia Fernandez in its advertising campaigns.