By  on July 5, 2018

Joe Magnacca, chief executive officer of Massage Envy, is making good on his promise to expand the company beyond its namesake service. The newest wrinkle — personalized massages with skin-care benefits.

Rolling out next week to Massage Envy’s 1,180 locations is CyMe Boost, a collection of six serums devised to enhance and customize the massage experience. “This is our biggest development since Massage Envy as a brand filled white space for therapeutic massage,” Magnacca said.

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