HAIR has a place all its own when it comes to beauty treatments. As a crowning glory it is lavished with exotic shampoo and conditioners, cut, coloured and pampered, while a bad hair day is a universally understood expression. Meanwhile, for some people, a bad hair day conjures up a vision of hair at the other side of the spectrum - unwanted and embarrassing face and body hair which makes their lives misery.

It may be considered a cosmetic problem, but that cannot minimise the distress caused by excessive hair growth. In some cases, hormonal imbalance or illness can be the cause of it and the appropriate medical treatment can have the desired effect, but the majority of people who consider themselves to be too hirsute have to find their own solution.

Until now, the treatments have been fairly standard, ranging from shaving and tweezing, depilatory creams, waxing and electrolysis. No matter which method is adopted, there are some disadvantages. While leg shaving is considered acceptable, if time consuming, by the majority of women, they tend to shy away from facial shaving with its connotations of rough skin and unsightly stubble.

Tweezing is fine for the odd hair, but can be eye wateringly uncomfortable and fiddly for larger areas, while depilatory creams are again time consuming and sometimes downright smelly. Sugaring and waxing will currently be high on the list of those shedding winter woollies and thick tights, but pain thresholds can have a direct result on who dares use these methods. A half leg wax on tough shins may result in the odd wince, but the same treatment on a tender bikini line or sensitive underarms can make childbirth seem like a doddle.

The problem is not solely a female one. A full head of hair, bushy beard or bristling moustache are regarded as suitably masculine, but an over-hairy body can cause the most macho some concern. However, male or female sufferers have one thing in common in their desire to solve the problem as discreetly as possible.

Despite everything, hair removal continues, if only because the alternatives are unacceptable, and the concept of permanent hair removal remains an unattainable dream. However, Thermolase (UK) has recently introduced a laser hair removal treatment which looks like the most significant advance in hair removal in decades. In a beauty industry littered with broken promises, Thermolase (UK) takes a very interesting approach.

The company does not make any claims it cannot substantiate, but promotes its new Softlight laser as the ultimate in ''hair management'', designed as a long term solution to hair removal and meant to be an ongoing treatment process.

Stuart Byron, director of the DL Treatment Clinic in Glasgow, is delighted to be the first Scottish licensee of Thermolase (UK), and both companies are looking for additional partners to promote the treatment in Scotland. The DL Treatment Clinic has been involved in the use of lasers for years in the removal of tattoos, leg and face veins, and ageing spots, and Byron sees the Softlight laser heralding technology which will rapidly outdate traditional methods such as waxing and electrolysis. Initially, the treatment will be administered only by trained nurses and doctors, although the DL clinic will be offering demonstrations and training courses with the aim of producing technicians specialising in the treatment.

Chris Wilson, clinic receptionist, had volunteered herself as guinea pig for my visit, which was infinitely more helpful than simply reading about the procedure. The area to be treated was her chin, and Stuart Byron began by cleaning the skin with surgical spirit. He then applied a thick black paste of carbon and mineral oil and wiped away the excess, leaving lots of tiny black dots showing where the carbon is lying in the hair follicles. This carbon absorbs the laser light, making the treatment more effective and precise. The laser beam itself is about the size of a five pence piece, and this is scanned over the skin. As it makes contact with the carbon it crackles and sparks and in response Chris jumped out of her skin, as if in pain. However, she explained that this was simply a reaction to the unusual noise, and that there was no discomfort.

I may have looked a little cynical at this point, so Stuart offered to run the laser over my arm. Bracing myself, I agreed, and promptly jumped sky high as the crackling began again, but it is undoubtedly the unusual noise which causes this response as the physical sensation itself is the merest prickle. After treatment the skin is again cleaned, and if there is slight local irritation or redness aloe vera is applied to soothe it.

The speed and smoothness of the procedure holds tremendous appeal, as does the straightforward manner used for promoting

Softlight laser. Stuart makes it clear that each person will naturally have their own individual response, but in general he would expect the first treatments to be spaced three to 10 weeks apart, depending on the area to be treated. Some people may require another two-part treatment after six months, and then a couple of touch ups the following year, whereas others can remain hair free for a longer period of time with only sporadic touch ups.

The big question - is it expensive? As direct on this as on every other subject, Stuart's response was a swift ''yes''. However, this answer is best considered alongside the ongoing cost and inconvenience involved with other methods, and the level of the problem. Someone who is slightly bothered by baring hairy legs to the summer sun would consider #10 to #20 a reasonable price for a quick waxing, but the real sufferers would be willing to pay a great deal more.

In particular, those with serious and often hormonal hair growth problems would consider hundreds of pounds to be a worthwhile investment in considerably reducing their embarrassment along with their problem. The technology of lasers has presented a new solution to an age old problem, and irrespective of the price tag, people will be queuing up to experience it for themselves.

n DL Treatment Clinic, 223 Hope Street, Glasgow G2 2UW. Telephone: 0141 353 2647.

Joan McFadden