“Demand is greater than supply, we’ve doubled our projection. The premiere six K-beauty-inspired sheet masks were snapped up so fast, especially the biocellulose option and the oxygen bubble mask, that three lip products were quickly added. Earlier this year, Massage Envy dipped into private label with the rollout of the CyMe nameplate.
#Cyme boost skin
The retail mix was broadened beyond Murad to include PCA Skin and Envy Medical Microderm Infusion. Since taking on the role in January 2016, he has directed expansion into nonsurgical procedures, such as chemical peels and microderm infusion. In soft testing, the hydrating and firming product are off to the best start.īoost joins numerous sales-building tools Magnacca is injecting into Massage Envy. The resulting lineup includes: Energizing Boost, Renewing Boost, Purifying Boost, Clarifying Boost, Hydrating Boost and Firming Boost. With a better base, the company started adding key ingredients, such as sesame oil that contains magnesium, which is beneficial to reduce inflammation. “If you think of the way they dispense ketchup in food service, that was really our inspiration,” explained Magnacca. Borrowing a page from the food service industry, Massage Envy even made its storage system more natural with an airtight boxed system that keeps product stable for 24 months. Out went the bad and in came more “good for you” ingredients. “The preservatives not only irritate the consumer, but also the therapist,” he said. Magnacca and his team discovered the base oils and creams used to create friction for massages were loaded with preservatives that many consumers eschew. Two years in the making, the concept for CyMe Boost came while the company was prowling for products to enhance the massage offer. It is the first time Massage Envy will spend behind a launch, versus touting its massage services. Putting muscle behind the launch, Massage Envy will reveal a television and digital campaign next week using a computer-generated spot. With the introduction of CyMe Boost, there are more than 720 possible enhancement combinations, he said.ĬyMe Boost stands to benefit from the confluence of several industry trends - an increase in interest in body care (rather than just the face), the movement toward natural ingredients and the desire for customization. “And that’s with just one enhancement,” said Magnacca, who believes many consumers will opt for pairing multiple serums or combining them with other enhancements, like aromatherapy. Pricing varies by market and is discounted for membership, but one-hour massages usually cost under $50.ĬyMe Boost could represent a sizable hike to Massage Envy’s estimated $1.6 billion in yearly sales. Digging into the numbers, Magnacca believes CyMe Boost, a $10 upcharge from a basic massage, will be added to at least 20 percent of the services performed.