Boots do an over the counter cream you can apply before waxing which is supposed to numb the area and help with the pain....alternately try a good few shot of Vodka...seriously it helps.
On another thread, paulz wrote: "Hails - Boots do a pre-waxing cream wifey uses beforehand, takes a while to dry and a post treatment cream to or try a salon suppliers like Sally's they do quite a few. Aspirin just beforehand is supposed to be good, and sugaring is supposedly less painful. Why not try Lasering?". - AB Editor