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According to the makers of Mudage Jolie (Unwanted Hair Jolie), too much male body hair is a serious turn off. The words "NG (no good)" and "not sexy" are stamped across an image of a man sporting a bushy chest rug. While the Mudage Jolie is designed to thin over abundant body hair, some companies like Ya-Man are suggesting men get rid of body hair altogether. Their recent advertising campaign for a product called No!No! for MEN features three hairless Western men frolicking happily about, until a hairy gorilla gatecrashes the party.

With so many hair-removal products on the market, are we really to believe that Japanese men are now so averse to body hair that they'll shave their chests, legs and armpits? Being the curious type, I asked a friend – we'll call her Midori – who works at a laser hair removal clinic for the inside scoop. "Yes, I have male customers at my clinic," Midori said. "There are a lot more than there were five years ago. The treatments they get are all the same as ladies get – hair removal from legs, arms, chest, back, bottom, tummy, face, etc."