Magic touch

As clients continue to prioritise self-care and wellness, adding massage therapies to your treatment menu will have a positive impact on your overall business

Research from the Global Wellness Institute (GWI), released at the 2021 Global Wellness Summit in Boston in the US, revealed that the global wellness economy is set to grow by 10% annually through to 2025, when it will stand at $7trn. According to the report, this is due to a major shift in values for consumers, governments and the medical world, as wellness takes on an increasingly important role following Covid-19.

As self-care continues to remain a priority, having massage therapies on your treatment menu will meet client demand and be a valuable addition to your business.

“Beauty and wellness go hand-in-hand, and we are firm believers in our salon that how you treat your body has an impact on how you feel and look,” says Marcia Flatley, owner of SeaBreeze Beauty Clinic in Oranmore, Galway. “Stress is a huge trigger for skin issues, so a massage to relax or treat any tension in the body will help reduce stress, which will then have a positive impact on the client’s skin and overall wellness.

“We offer a range of massages, including Swedish, hot stone, aromatherapy, sports and maternity, as well as Indian head massage. They are all very popular treatments, but the Swedish back, neck and shoulder massage is among our most popular as it’s such a quick way to unwind and relax.”

Aiding relaxation is just one of the many benefits of these therapies. “Massage has been scientifically proven to reduce pain, as well as lower blood pressure, and improve immune function and lymphatic drainage,” says Rasa Levinaite, owner of The Wicklow Street Clinic in Dublin. “It is also one of the best stress-busting therapies, making it ideal for the many clients we have who work in corporate environments.”

Post-pandemic demand

The challenges of Covid-19 has led to an increase in demand for massage treatments, according to Agnes Gajewska, therapist at Essentials Beauty & Skincare Clinic in Dublin. “Since the pandemic, there are definitely more clients requesting these therapies,” she says. “Self-care is more important than ever, as we are all looking at ways to improve our mental health – and that’s one of the areas massage can help with.

There’s more demand for massage therapies also because clients feel less anxious in the treatment room now that Covid is more under control. Holistic, manual treatments are the future of our industry.”

“We’ve also seen an increase in demand for massage treatments,” says Levinaite. “The pandemic took its toll on all of us, and our clients know how important getting a massage is for their wellbeing and mental health. It is literally like taking a weight off their shoulders. We also offer Indian head massage, which is very popular with clients suffering from hair loss or looking for general stress relief.”

“I think we all learned during the pandemic that it’s OK to slow down and look after ourselves a bit more,” says Flately. “Clients now want to treat themselves, particularly after not being able go to the salon for so long during lockdown,” says Flatley. “And because the hair and beauty industry places such importance on hygiene and sanitisation, they trust us and are comfortable having close contact treatments such as massage.”

Business benefits

From a business perspective, massage is a valuable addition to any treatment menu. “It can complement your other offerings, and show how versatile your salon’s services are,” says Levinaite. “ We have incorporated massage into some of our facials, a move that has been hugely popular with clients.”

“Massage can be tied into a range of other treatments,” says Flatley. “A lot of clients will add a massage on to their facials, or alternate between a massage and facial appointment. Indian head massage is also a very popular add-on service. In fact, we changed our business model from a day spa to an advanced skin clinic, and we kept massage on our menu as we felt it was a really important service for our clients, and it helped us to offer them a more complete range of treatments.”

Any salons that are considering adding massage to their treatment menu should make sure they have the correct environment for this service, adds Flatley. “A relaxing atmosphere with soft lighting, calming music and aromas will contribute to the overall treatment. Offering a small, but diverse, range of treatments is also a good idea as there will be a treatment to suit every client. Having well-trained massage therapists is essential; we often see clients return for repeat treatments and requesting particular therapists because they like their technique.”

Therapist traits

As well as being well-trained, there are a number of traits required to be a good massage therapist. “They need to have an intuitive sense of how the client might benefit from different pressures and techniques,” says Levinaite. “They also need to be able to recognise how the client is in themselves on the day of the massage, and know instinctively which treatment will help the most. They should be able to show the client that they’re safe in their hands.”“A good massage therapist will take a holistic approach, have a magic touch and be a great listener in every sense,”says Gajewska.

“Stamina and good posture are equally important, as it takes a huge amount of energy to perform a massage,” says Flatley. “The therapist needs to be able to give 100% effort for up to an hour at times. A friendly demeanour is also a big part of being a good massage therapist, as our bodies are a very personal thing and it’s important that clients always feel comfortable.”