In a bizarre new trend, a Japanese company is using the armpits of attractive young woman to sell ads.
Wakino Ad Company, 'Waki' meaning armpit in Japanese, have found the hottest if not most bizarre advertising space to rent out to clients.
According to reports, prices for one hour's worth of exposure, a colour armpit ad measuring just a few inches starts around Rs 6000.
Togech reported beauty treatment centre Seishin Biyo Clinic has already hired the service to use models' armpits.
The dermatology chain is promoting a painless underarm hair removal product.
Wakino is currently recruiting both male and female models as well as accepting applications on the National Waki Beauty Contest, which will determine who has the best-looking armpits.
Contestants are asked to provide links to their social media pages to be used as another platform to promote business.
The company is owned by beauty firm Liberta, which also markets cream to improve the appearance of armpits.