To complement the MASSAGE Magazine article, “Create Beauty with Facelift Massage,” by Nina Howard, in the April 2011 issue. Article summary: In the world of beauty, there are chemical processes, peels, anti-aging facials, machines, injectables and surgery—but facelift massage offers a natural alternative. Facelift massage is a treatment that creates beauty through the massage therapist’s healing hands.

by Jean Shea

Facial massage as a massage-session add-on is on the rise. This trend is driven by a number of factors, including desire on the part of clientele to look and feel their best.

Another factor is the opportunity for massage therapists to increase revenue—but revenue is not the only consideration. In their constant endeavor to add more value for the client, massage therapists are finding that a facial massage provides a natural add-on treatment to a massage, much like a pedi-treatment.

After all, what client wouldn’t be interested in a pampering treatment that relaxes the face, neck and shoulders while it tones, firms and softens the skin?

In terms of marketing, try before you buy is a good credo to use when introducing clients to a facial treatment. A complimentary facial massage tells a client you have her best interests at heart, and also conveys your confidence in the value of the service.

Initially, you might want to offer the free facial massage to a sampling of clients—a new client, someone you’ve been seeing for a year or so and a long-standing client. Before the treatment, ask clients what they hope to get out of it; afterward, find out if the treatment met their expectations.

You can even offer a free facial to select clients in exchange for their written testimonials about this service, and then use that feedback, with permission, in your social networking and printed marketing materials.

Plus, client feedback will help you as you begin to introduce the new service first as a complimentary offering and then as a standard item on your treatment menu.

The products you use will have a significant impact on how well your clients respond to the treatment. You’ll want to find out if your clients are allergic to certain fragrances or preservatives, and also assess their skin type—oily, dry or combination. Talk about the ingredients in the product and explain the benefits for toning and firming, anti-aging and collagen building.

Some of the new facial massage products can be used as an under-base for a foundation, which means clients won’t even have to remove it. That’s a selling feature you’ll also want to promote. If the product comes in retail, so much the better, as you’ll have the opportunity for even more incremental sales.

Jean Shea is founder and CEO of BIOTONE (www.biotone.com), a provider of professional massage therapy and spa body-care products. Shea serves as chief product formulator for all of BIOTONE’s offerings and is involved in many industry initiatives to further the knowledge and benefits of massage therapy in education and health care.

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