GREAT expectations

Adding pregnancy treatments to your menu can boost your business in terms of sales and client loyalty, but you should be aware of some dos and don'ts before you specialise in this area

Pregnant clients can often feel tired, emotional and achy, as they deal with a whole host of ailments over the course of the nine months. A tailored, restorative treatment can be a great way for them to de-stress, and with research backing the benefits of therapies such as massage for mums-to-be, the industry is seeing a shift in salons now adding these treatments to their menu.

Specialising in this area can boost your business in terms of sales and client loyalty, and help you stand out from the competition, but there’s more to it than just including pregnancy massage in your services. In order to deliver a first-class treatment, your therapists need to be trained in all aspects of handling a pregnant client, and you should be aware of some dos and don'ts.

1 Do your research and swot up on techniques

“Mums-to-be need to be careful in the first trimester of pregnancy as it is a vulnerable time for both them and their baby,” says Joanne Quinn Geoghegan, owner of Beautorium, which is a beauty and skin clinic, and training academy in Waterford. “It is advised to avoid most treatments in the first three months, even waxing and tinting, as changes in hormones can cause the body to be more reactive. Once the client successfully passes the first trimester, and hormones begin to settle, the majority of treatments are safe, as long as the relevant precautions are taken.”

“It's very important to be fully trained as a pregnancy massage therapist to ensure full knowledge of the issues that may arise through pregnancy, and to be aware of contraindications that maybe specific to pregnancy,” said Anne Woods, owner of Indigo Pearl Skin & Body Clinic in Swords, Co Dublin. “There are a number of colleges that offer training in this area, and check with your insurance provider to be certain that you are covered.”

2 Don’t forget to ask key questions

“It is so important to take that little bit of extra time with pregnant clients – not only is their body going through huge changes physically, but pregnancy is also an emotional rollercoaster,” says Quinn Geoghegan. “It will help to reassure them that the treatment can – or sometimes cannot – be performed, and that they are safe with a trained professional.”

“As with any treatment, you need to do a consultation,” notes Woods. “But a specific consultation form needs to be completed before a pregnancy massage goes ahead and, where necessary, a letter from the client's doctor may be required.”

“Asking the client for their medical information is crucial,” agrees Quinn Geoghegan. “Blood pressure issues are very common in pregnancy, and can be a contraindication to many professional treatments, as can blood thinners such as aspirin, which are often given to pregnant women who are at risk of blood clots. So it is important to do a thorough consultation to determine if any changes have occurred in a client's medical or personal history, which may affect treatment. This is also a requirement for most insurers.”

3 Do be aware of your salon space

The environment can make the difference between an outstanding and a mediocre treatment for a pregnant client. “It's better to have the room a little cooler than normal for massage, as body temperatures are generally higher through pregnancy,” advises Woods. “We would suggest layering the bed so these different layers can easily be removed if the client is getting too hot. Also allow extra time for the client to get ready for the treatment and to get dressed after it. Pregnant ladies are often working at a different pace to the rest of us.”

“Pregnancy affects mobility, especially in the later trimesters, and a lot of women can suffer from lower back or hip issues, such as symphysis pubis dysfunction,” says Quinn Geoghegan. “In this instance, they may need a bed lowered in order to position themselves more comfortably for the treatment. In the latter stages of pregnancy, they will most likely be unable to lie prone, so sometimes it is easier for them to have a treatment on their side or in a seated position. Regardless of the position of the client during treatment, it is important not to have them in the same one for too long, and also to help them up slowly as they may be inclined to feel faint.”

4 Do encourage communication

While it's normal to not want to disturb your client during treatment, it's crucial that you maintain a conversation with expectant mothers as their levels of comfort can change in the space of a few minutes. “It's very important to communicate with your client throughout the treatment to ensure they are feeling well, enjoying the experience and not becoming overwhelmed in any way,” says Woods.

“As a woman's pregnancy progresses, she can become uncomfortable quite quickly due to the shift in the centre of gravity, as well as the additional weight from the bump,” says Quinn Geoghegan. “While she might sometimes be too polite to interrupt the treatment, you can check in with her without disturbing it by softly and quietly asking if she is comfortable, and by reading her body language to see if she is suddenly moving or bending her knees. Pay close attention to your client and don't be afraid to ask if she needs more support or wishes to get up and stretch. She will be thankful you did.”

5 Don’t use abrasive products

Skin is extremely sensitive during pregnancy, and can become oilier or drier than usual. Prior to treatment, it is a good idea to check to see what has changed since you last saw the client.

“Gentle skin treatments are advised throughout pregnancy, with high levels of retinol and vitamin A not recommended,” says Woods. “Even though vitamin A is essential, high amounts of it are dangerous for pregnant women.”

“A skin analysis is a must before every skin treatment, and this is especially important during pregnancy as hormones can play havoc with the skin during this time,” says Quinn Geoghegan. “Most brands will have trained its therapists in what products and treatments to avoid during pregnancy, and the general rule is to stick with gentle treatments. As well as avoiding retinol and vitamin A, salicylic acid, benzoyl peroxide and some chemical sunscreens that contain oxybenzone or avobenzone should not be used, due to their effect on the skin, as well as other potential effects on the body and unborn baby.”

'It's very important to communicate with your client throughout the treatment to ensure they are feeling well, and not becoming overwhelmed in any way'

6 Don't overload them with scents

Pregnant women can have a heightened sense of smell, with some aromas causing them to feel nauseous. “Only use massage oils that are specifically formulated for pregnant women, as others may have stimulants in them that may have an adverse effect on the client,” says Woods. “Gentle scents within the treatment space are the best option, with plenty of air circulating in the room.”

“Be conscious of the scents you are using during treatments – do not have too many aromas in the room or have too many scents coming from different products as even a hint of a strong smell can trigger sickness for some pregnant women, especially if they are suffering from hyperemesis gravidarum,” says Quinn Geoghegan.

7 Don’t offer restrictive packages

Pregnant clients like to have the option of building their own treatment packages to suit their needs, so it is better to offer open packages, which are beneficial to both the clients and the business.

“Open packages are an amazing option to offer your pregnant clients as they will give them an opportunity to pick treatments that will suit their requirements,” says Quinn Geoghegan. “The 'pick and mix' offer we have in our salon is always a firm favourite with clients, as it gives them a list of treatments to choose from in order to create their own customised package.”

“There are lots of different ways that suitable treatments can be offered to pregnant clients, and adapted for them if necessary,” says Woods. “Massage is great for tired legs, while Indian head massage, and neck and shoulder massage, or even a full body massage are also very appealing to expectant mothers. A specialised back massage is also a great option. This can be done with the client lying or their side, or else on their front on an adapted bed, which has a hole in the middle of it for the bump.