"In the last couple of months I've had a lot of requests, so I've started some experiments," says Sydney beautician Anna Marsiano from The Bees' Knees salon.

"I've got one client who's a divorced woman with a couple of kids. She was looking at a Playboy magazine with her new boyfriend and he was making some comments about how clean and light the women looked. My client started to get a little paranoid."

Marsiano says she uses a herbal brand popular in the Philippines as a facial whitener. It is applied to the dark pigmentation around women's rectums as well as to their vaginal areas. Marsiano says the product does not damage the skin and has "rejuvenating" properties.

But another Sydney beautician, asked about her anal lightening equipment, produces a completely different product altogether. It's a cream that clearly states it is designed to be used on hair. This beautician has treated sex workers and strippers for years, but says mainstream demand has risen sharply over the past six months. She acknowledges that her long-term clients (many of whom come in for treatments every six weeks) suffer serious skin problems. "I explain that it will give them eczema and so on, but they want it anyway," she says.