From Alex Brownsell, the proprietor of London's trendy "Bleach" salon -- and the stylist who brought us candy-colored dipped ends -- comes the latest craze in hair care ... the "downstairs dye."

According to New York magazine, the inspiration for the avant-garde service was Betty Beauty, "an at-home coloring treatment for your bikini area (to cover grays)," which she and her team decided to take one-step further.

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"It's a bit like Marmite," Brownsell told the magazine about the dye job's love it or leave it appeal. "We put it on the menu for a bit of fun but it's getting to be quite popular, especially because of the summer. I've had it done, a few of our stylists have had it done, loads of my friends have been in and had it done. We've got people coming in just for a wax that are seeing it, thinking about it, and then coming in the next time asking for it. Every one of my friends who has had it done has come in for a second go."

The heart-shape is very popular, as are the leopard print landing strip and tie-dye pattern. All this, thanks to the salon's "over-qualified waxer," Chelsea.

Brownsell explains; "First you pick the shape you want -- a triangle, strip, heart -- anything like that. Then Chelsea will paint the area in the shape, you don't actually dye all of it. It is then bleached, left on for ten to fifteen minutes, then wiped off and a secondary color is applied. This is a stain and only takes two minutes. Then Chelsea takes that off and does the waxing procedure as normal. It's really quick."

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And, soon, you may not have to wing on over to London to have the procedure done. Brownsell is planning to open a salon in New York by year's end. Although, she's not sure she'll have this specific service on the menu. "I think we'll just do hair, unless there's a demand for the downstairs dye. I don't think I could do it though. I'd have to take Chelsea."

Would you be up for a "downstairs dye" or do you prefer to keep your bikini area more mainstream?