Massage Envy Fuses Massages and Body Care With New Launch

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. Boost is just the latest addition to Massage Envy’s menu under the direction of retail industry veteran Magnacca, as he continues to drive growth across the franchise network. He’s confident there is fertile territory tying together full-body massage and skin care, especially since Massage Envy is a major player in both. Massage Envy has performed more than 135 million massages and facials since it was founded in 2002. “There really haven’t been any innovations on the massage side in the last 20 years,” said Magnacca. “There is a trend for skin care for the total body and we think it is going to really take off. We saw a place where we could innovate.” Digging into the numbers, Magnacca believes CyMe Boost, a $10 upcharge from a basic massage,

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