Massage Envy wants to get its hands on its clients for more than massages and facials. The nation’s largest provider of therapeutic massages and facials is broadening its skin-care services, while building out its retail skin care as well.
Skin care has always been offered in the form of a variety of facials. Now Massage Envy is testing sought after non-surgical procedures ranging from chemical peels to microderm infusion.
The potential is there, according to Joe Magnacca, Massage Envy’s chief executive officer. “Skin care is our best kept secret. It is about 7 percent of our business today; yet we are the largest provider of skin care services in the U.S.,” explained Magnacca who joined the company 16 months ago and immediately saw opportunities to build that segment.
“We expect to do 1.7 million skin care services this year, up from 1 million in 2014. In the first quarter, we saw 19 percent growth in skin care and we really haven’t even hit with the chemical peels and microderm infusion yet,” Magnacca said. “We expect that number to grow very quickly as we focus on it. It is a natural fit with total body care which is the way we view our business.”
With his background in the drugstore and beauty business, he saw a natural fit for building out retail skin care to complement the services. Massage Envy already stocked Murad and is now adding curated items from PCA Skin and Image Skincare. Therapists will provide recommendations for at-home products to use following a visit to Massage Envy. Magnacca also plans to expand Massage Envy’s own brands, too.
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The additional offerings will fortify the membership-based clientele’s loyalty, build repeat business and allow them to maximize Massage Envy’s services, Magnacca explained. “We want to get more from the core and this will help us establish a more meaningful skin care business — it is a priority.” Magnacca said the skin care is expected to also attract more men and Millennials to Massage Envy. “Many Millennials don’t know who we are. They like membership models so we think skin care will attract them,” Magnacca noted. He hopes skin care can represent as much as 30 percent of the company’s business.
Massage Envy is “alpha” testing more options such as organic and oxygenating facials, micro needling, high frequency facials and cryo skin treatments, Magnacca said. “You’ll see us move into facial waxing this year. It is something clients asked for. We’re also testing Image Skincare’s YANA collagen shots — a one-ounce collagen shot you take once a day.”
Also, launching later in the year, Massage Envy will be the first national brand to offer an assisted stretching service as part of their member’s service options. To spread the word, Massage Envy will sponsor the PGA’s Tour’s Player Performance Center that is on site for players. And Massage Envy is currently evaluating other high-visibility properties to connect with target consumers.
Massage Envy is bolstering its services; especially skin care, at a time when more Americans, even Millennials, are actively seeking non-invasive options to fight the signs of aging. Social media and selfies have only fueled the desire.
To help busy Americans find time to schedule services, Massage Envy is adding an Open Table style digital reservation platform.
The Massage Envy franchise system is, collectively, the largest employer of massage therapists and aestheticians, with more than 35,000 wellness professionals that provide service to more 1.65 million members. Founded in 2002, Massage Envy has more than 1,165 franchise locations in 49 states. International is on the radar, too, with Australia now in the fold and two other markets in the pipeline.
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