The cosmetic business is one of the eagerest markets for new products that is why this study propose a new product launch, a painless depilatory wax. In this study were used various concepts such as marketing mix focuses in product, consumer behavior, innovations diffusion and new products development. The research was based on a general sample divided in women, heterosexual men and homosexual men. The data was collected by focus group to determinate the attributes of the conjoint analysis, questionnaire and conjoint analysis with the purpose to know theirs consume habits and to investigate if the pain is an inconvenient to the depilatories methods. It was possible to identify which attribute was the most relevant in the consumers perception, to find the most perfect way to commercialize the new product and also was feasible to delineate strategies based on the results generate by the conjoint analysis.