MASSAGE THERAPY ALSO FOLLOWS TRENDS

What kinds of massage therapies are preferred by health spa and beauty salon aficionados? Which ones are indispensable at the moment? And which ones are going to be the next big trend? Olivier Aron, President of the ROSAE group and founder of the Massage Academy, imparts his valuable advice..
 
 

Your clients are at a point where they cannot take it any longer. From their job brimming over with commitments, kids that need to be fetched and carried to all four corners of the town so that they can attend violin lessons, yoga and cooking classes (which, by the way, are more popular amongst youngsters than adults these days), their computer, which seems to give endless hassles, rising fuel costs and the extreme conditions predicted by the weather bureau... Of course, one or two hours of massage therapy in your establishment, even if superbly delivered, is not going to suddenly make them see the world through rose-tinted glasses or eradicate 10 years worth of cellulite build-up. But some relaxing music, the gentle fragrance of essential oils, a few candles and the know-how of your expert hands will, however, help your clients to unwind and disengage from the harassment of daily life, even if just for the duration of their massage.

Indispensable elements: Californian and Ayurvedic massages

While massage therapy may account for roughly 70% of a spa's turn over, there still remains an untapped market. For the majority of “new” spa enthusiasts, a massage is a discovery. They have only experienced it vicariously through articles they may have read or reports they have seen on TV.

Two massage therapies clearly dominate the market, namely Californian and Ayurvedic. Olivier Aron suggests that “these two therapies should always feature on a treatment menu because they are easy to train and to administer.”

Californian

The Californian massage owes it name to its roots. It was born in the 1960's against a backdrop of psychotherapy at a centre in Esalen, Big Sur, California. It finds its inspiration in the diverse techniques of the Orient as well as Reich's work on energy flows. The aim is to achieve complete relaxation of the body and, consequently, induce psychological relaxation. It can be seen as type of “inititiation massage” because rather than deliver deep pressure to the body, it involves long, gliding motions. Simple to learn, it is not too physically demanding on the therapist who administers it and accounts for approximately 50% of all requests.

Ayurvedic

Ayurvedic, originating from Indian Medicine, comes from the Sanscrit word “ayurveda”, which means the “science of life”. The palpations and pressure applied to a naked, oiled body, relax and reduce nervous tension as well as improve the blood's circulation. It is a massage therapy which transports the individual to a magical place, but which demands more energy from the practitioner.

Shiatsu and Thai massage are for Asiatic Massage devotees. They necessitate the use of specific equipment and training as they are conducted on a futon on the floor.
 

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Shiatsu

Shiatsu, which is delivered through the clothing, demands more from the therapist as it is administered by applying pressure with the finger tips along the acupuncture meridians, thereby unblocking any congested zones. It can also be administered in a massage chair, if the massage is only going to target the back, shoulders, neck, arms, hands and head.

Thai

Thai massage, in particular, is efficient at treating back pain, circulation problems and head aches, offering a combination of vitality and relaxation. This all-encompassing treatment incorporates different techniques: kneading of the muscles, digitopuncture (applying pressure with the fingertips) on very specific accupuncture points, , stretching (inspired by yoga) etc.

According to Olivier Aron, the above four massages are fundamental.

Massage therapies which are soon going to become indispensable are: Swedish, Chinese and Korean. For those clients who are already familiar with the above four types of massage, and who want to experience something new, these next three have already gained considerable popularity.

Swedish

This dynamic technique, generally attributed to Swedish-born Per Henrik Ling, was in actual fact created by a Dutch practitioner, Johan Georg Mezger, at the end of the nineteenth century. It has incorporated Swedish gymnastics principles into massage therapy, which is very much suited to sports people as the slow, fluid movements of the therapist work the muscles deeply, thus improving the circulation of oxygen in the blood. This type of massage, which incorporates five basic movements: light touch, kneading, rubbing, tapping and vibration, currently the number one massage in the United States and Canada, looks set to grow in popularity as the number of sports centres increases.

Korean

Korean massage therapy is administered on the floor and has its roots in the massages performed by families to alleviate the stress placed on the body as a result of working long hours in the rice paddies. The person to be massaged would lie down on their back, on the side of the road, and they would be “balanced”, slowly and gently, to relax the tension in their muscles. It is, therefore, a very gentle massage technique, with no deep pressure being applied and no intense stretching. It is intended to cause the body to unwind, the mind to relax and the person to “let go”. The therapist aids this process by causing the body to be passively mobilised and by gently stretching the muscles.

Chinese

Chinese massage (or Anmo or Tuina) is the ancestor of all Asian massages and is the most widely practiced technique in Asia today. It acts on the body as a whole, working from the extremities inwards, from the surface to the depths. Through breathing and movement, it reaches the person on a spiritual and emotional level. The aim is to re-establish the harmony and equilibrium of the mind and body's functioning and to bring about a sense of health and well-being. Using natural movements, Anmo massage acts simply and efficiently. This technique is both preventative and curative but it is not widely practiced in France due to a lack of experienced trainers and practitioners.
 

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Beauty massage

Olivier Aron is certain that beauty massages (slimming, firming and lifting) have come straight from the world of beauty therapy, whose primary goal is to “make more beautiful”.

Slimming massage

Slimming massages are the most frequently requested and popular massages. In those instances where treatments are repeated regularly, clients can expect to see real results, as long as sessions take place once a week for the first six weeks and once every fortnight in the two months following that. Kneading, pinching and drainage help to reduce blockages and water retention, reducing fatty deposits and improving the circulation.

Firming and lifting massage

Using stimulating motions, firming and lifting massage can help to restructure the skin tissue and cause the tension in the face and body to ease up. “Creation massage” involves the use of accessories (oils, chocolate, hot stones, bamboo, semi-precious stones etc). One of the trends we are seeing is a decrease in the use of mineral oils and an increase in the use of natural vegetable oils. Three in particular seem to be on the rise:

• Grape seed oil
  
  The benefits of grape seed oil are that it is liquid, penetrates easily and has a beneficial effect on the skin due to its potent anti-oxidant properties and essential fatty acids, which make up 70% of its composition and which help to maintain moisture levels in the skin.
   

• Sesame oil
  
  An essential component of ayurvedic treatments, this deep penetrating oil, extremely rich in Vitamin E and anti-oxidants, regenerates the skin, increases skin's suppleness and protects against UV radiation. It also acts against desquamation and a wide variety of skin irritations and stimulates hair and nail growth.
   

• Olive oil
   
  Traditionally an ingredient in Mediterranean treatments, olive oil has a hydrating, rejuvenating, antiseptic, stimulating and anti-oxidant effect. But be advised that you should never make your own mix of olive oil because you can create a “harmful” concoction if the concentration is too high. Rather buy pre-mixed products from respected brands and which conform to international cosmetic standards.

What are our predictions for the future?

According to Olivier Aron, “There is a genealogy of massages (Asian, Indian, European, Mediterranean) and people tend to choose massage therapies that correspond to their traditions although many are also attracted to less familiar treatments.” Although the biggest emerging trend is towards Oriental or Berber massage, emanating from Antiquity (Greek, Egyptian and Roman). The foundations of these massages can be traced back to Hippocrates, who invented Anatripsis, technique that consisted of massaging in an upwards direction in order to direct the fluid in the body towards the heart. Whilst the tradition of the Roman bath massage may have been completely forgotten in the northern parts of the Mediterranean, which were effectively wiped out during the Middle Ages, they remained very active amongst the Muslim population, who today remain the guardians of these Egyptian-Greek-Roman traditions. “I have a great deal of faith in the rebirth of these Mediterranean roots in our massage therapies,” says Olivier Aron.
 

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Berber massage

What exactly does a Berber massage consist of? It is most often practiced in the glow of candlelight, in a room perfumed with incense, and accompanied by t the use of warmed Argan oil, rich in essential fatty acids, vitamin E and polyphenols. Oriental music is often played in the background and menthol tea is consumed, to encourage the eradication of toxins during the massage. Following a hammam session, which decontracts the muscles, encourages detoxification and opens the pores, this relaxing and gentle massage is practised on bare skin. Alternating between massaging, kneading and smoothing the skin, this massage therapy aims to ease tension and energise blood flow.

And what about the men?

Their preference is the Californian massage. But you will definitely attract the sporty sect if you offer Swedish massage. In certain spas, men represent 50% of the clientele. I suggest that if a new male client arrives at your salon or spa for the first time, you recommend a massage where he is clothed in a robe, such as Shiatsu or Korean.

Some advice

• If you are compiling a menu of massage therapies, your list should include at the very minimum the first four mentioned here (Californian, Ayurvedic, Shiatsu and Thai) as well as ”beauty” massages. As your clientele responds favourably, you can look at expanding your offering.
   

• Institute both beauty therapy training and general massage therapy training in order to ensure that your staff is trained in more than one type of activity, thus increasing your establishment's commercial viability. It is very important to cover a variety of disciplines. “Training, training and more training. You should always be training!” according to H. Pierantoni, founder of Les Nouvelles Esthétiques.
   

• When you create your treatment menu, draw inspiration from the food menu at a luxury restaurant. The explanations should be succinct. Instead of using the word “Massages”, you could refer to them as “Body treatments”. For example:
  - Californian: Long gliding movements using oil, accompanied by gentle, kneading motions, evoking the rhythms of the Pacific waves.
  - Ayurvedic: With its origins in Indian medicine, the deeply relaxing rubbing and percussion in this massage will transport you to a land of dreams as you journey within.
   

• You are in the service industry. Over and above the brands and products that you distribute, enrich your offering with body treatments. There is nothing more enticing for a woman than a massage.
   

• In your shop window, have a video playing that shows the different kinds of massages you offer.
   

• Regardless of the type of massage you have performed, always finish with a facial massage and, provided you have your client's consent, a scalp massage.
   

• Ensure that you always cover the parts of your client's body that are not being massaged (to keep them warmth and to preserve a sense of modesty.)
  
  
  By Frédérique LEBEL.

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