MASSAGE ENVY TAKES ATYPICAL APPROACH TO CONSUMER MARKETINGNovember 24, 2015
SCOTTSDALE, Ariz., Nov. 24, 2015 – From being cramped in an airplane seat to tackling a do-it-yourself project on a whim, life is filled with constant triggers - moments of everyday living that take a toll on our body. Massage Envy believes that taking care of our body means we have to manage these side effects of everyday living through a total body care routine that includes massage and skincare. This idea is introduced in a new campaign called "Because Everything."
Created by Venables Bell & Partners, "Because Everything" removes words such as "luxury," "pamper" and "treat" usually associated with massage and facials. Instead of depicting the relaxing experience of a massage, the imagery captures relatable moments of everyday living that would trigger the need for massage and skincare such as taking a hip-hop exercise class, binge-watching TV in an awkward position, being stuck in a middle seat on a long flight, and dancing at a wedding.
"The idea of 'Because Everything' is based on the simple premise that there are infinite reasons in our daily routines to take care of ourselves so we can bounce back and enjoy this wonderful thing we call living," said Debbie Gonzalez, chief brand officer at Massage Envy. "Now more than ever, consumers are approaching their health and wellness as a lifestyle. It's time to ignite the conversation, with consumers, that massage and skincare is not a one-time luxury but an integral part of their well-being journey."
Massage Envy's model of providing affordable and accessible massage and skincare services by and through its independently owned and operated franchised locations has enabled the brand to reach more than $1 billion in revenue and deliver over 100 million massages and facials to date. Those numbers prove that there is continued growth opportunity for massage and facials in in the health and wellness space.
"We created a completely new health and wellness category 13 years ago by introducing convenient and affordable massages to consumers in a new way. Today, we're reimagining our original purpose of helping people feel their best," said Joe Luongo, chief operating officer at Massage Envy. "We've invested in and set industry-leading policies and procedures to ensure a safe, professional environment for over 1.6 million Massage Envy members. It's our responsibility to continue to innovate and evolve the category."
At the heart of the campaign are the consumers, who are encouraged to share their own stories that shaped their day on social media using the hashtag #BecauseMoment. To kick off the conversation, Massage Envy will surprise consumers at random who share their moments for ten days on Twitter between Nov. 16-25. Those with poignant, funny or interesting takes on their own triggers may be selected to receive a personalized #BecauseMoment prize and experience Massage Envy as a partner in their wellness journey.
Massage Envy's "Because Everything" launched as a fully-integrated marketing campaign featuring multiple :15 and :30 spots and carried through print, digital and social media executions as well as an experiential pop-up activation in New York City's Times Square, a city of many different #BecauseMoment stories. To view the brand's new advertising and to learn more about "Because Everything," visit www.massageenvy.com/branding.
ABOUT MASSAGE ENVY
Massage Envy, based in Scottsdale, Arizona, is a national franchisor, and through its franchise locations, is the leading provider of therapeutic massage and skincare services. With its membership model, Massage Envy believes total body care is an integral part of everyone's well-being journey. The Massage Envy franchise system is, collectively, the largest employer of massage therapists and estheticians with more than 25,000 dedicated professionals that provide best-in-class service to over 1.65 million members. Founded in 2002, Massage Envy has more than 1,100 franchise locations in 49 states and has delivered more than 90 million massages and 4 million facials. For more information, visit www.MassageEnvy.com, or follow us on Twitter @MassageEnvy and Facebook www.facebook.com/MassageEnvy.