NEWS > 20 May 2024

MASSAGE AND BODY TREATMENTS DRIVE THE GROWTH OF THE WELLNESS INDUSTRY

The wellness sector is growing worldwide. Recent market analyses show that in 2022 the global wellness industry had reached a value of $5.6 trillion (+14% from 2019). For 2023, it is estimated that the sector reached a value of $6.3 trillion, and analysts forecast an average annual growth of 8.6% over the next four years, reaching $8.7 trillion by 2027.

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THE BEAUTY CENTER: LOCAL REFERRAL SERVICE AND DIFFERENTIATED TECHNIQUES

Leading the sector, both economically and in terms of trends, are the United States. Generally speaking, the most requested treatments by female customers are pedicures, manicures, hair removal, face and body treatments, and wellness programs, while male customers mainly request face and body treatments and massages.
For both genders, therefore, massage and body techniques play an increasingly fundamental role.

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WORLD MASSAGE MEETING: WELLNESS THROUGH MASSAGE

Body techniques were the protagonists during the last edition of Cosmoprof Worldwide Bologna. From the stage of the World Massage Meeting, the event that brought together top experts in manual techniques from around the world, Manuela Ravasio, Creator and Trainer of the Integro Method, and educational guide of the project, highlighted how society is becoming increasingly attentive to self-care and well-being. "The search for harmony and inner awareness becomes more essential and prioritized for more and more people," says Manuela Ravasio. "In an increasingly impactful way, manual techniques emerge as the key and ideal tool for this search, offering an increase in mental well-being and quality of life through physical improvement. Always attentive to people's needs and their evolution, we have made the World Massage Meeting the event where Professionals have the opportunity to meet the best mentors, orient themselves in the choice of trends and excellence techniques, thus opening the doors to a world of unprecedented opportunities, both for clients and for business development."

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ADVANCED TECHNIQUES AND PSYCHOPHYSICAL HARMONY FOR LIFE IMPROVEMENT

The WORLD MASSAGE MEETING offered advanced professional training for holistic operators and beauticians focusing on massages and treatments for wellness. Among the participants were big names such as Richard Romagnoli, Coach and Mentor; Riccardo Marco Scognamiglio, Psychologist Psychotherapist, Psychosomatologist, and Psychoanalyst; Phadcha Bamrungwong, President of the German Association Nuad Thai & Spa; Gligoris Voltis, Massage Therapist, along with the participation of Lefay Resorts and CIDESCO International. Among the techniques presented on the stage, there were Kobido, which combines relaxation with a natural facelift effect, Ayurveda, the traditional Indian medicine that teaches how to take care of the whole body with a holistic approach, and Thai massage Nuad Thai, a UNESCO heritage. As one of the topics discussed during the event, mental well-being as the basis for wellness, with concepts such as Happy-Genetics, which highlights the power of happiness for psychophysical well-being, and through Shiatsu, which can help improve the quality of life and reduce the side effects of oncological chemotherapy/radiotherapy.

The World Massage Meeting demonstrated that body techniques are a value for humanity, without boundaries or barriers, as reiterated by Ivan Conversano, Founder and President of EMA-European Massage Association, and educational guide of the event. "Body techniques are not just a set of gestures, but an authentic heritage of humanity. They represent a universal value that embraces care, wellness, and the connection between body and mind. In this global meeting, we have seen clearly how these practices can transcend cultural and linguistic barriers. The importance of these techniques goes beyond simple physical relief," adds Ivan Conversano.

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MASSAGE AS A TOOL FOR TREATING SKIN BLEMISHES

Massage is also a therapeutic tool for the treatment of skin blemishes. During Cosmo Onstage, the series of insights from Cosmoprof Worldwide Bologna 2024 dedicated to professionals, Francesca Chiappelli, Manual Therapist, Reflexologist, and Beauty Therapist, highlighted how massage can contribute to the treatment of skin blemishes by improving blood circulation and the subsequent oxygenation of tissues. Studies conducted by McMaster University in Canada and by Cedars-Sinai Medical Center in Los Angeles highlight how massage is a preventive tool for skin blemishes but also a valid aid in directly intervening on inflammation, once the blemish has emerged, to bring the skin back to the best possible condition.

Massage intervenes on the circulatory and respiratory systems. Facial massage can increase blood flow by 25% and eliminate excess waste and fluids, improving tissue quality and color uniformity. Working not only on the face but also on the respiratory diaphragm, upper thoracic diaphragm, and pelvic diaphragm allows for better action on oxygenation and breathing, improving the quality of the tissues of our skin, especially the face and neck. Facial massage facilitates the increase in collagen production, which acts on skin elasticity and tone.

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GUA SHA: REPAIR TOOLS AND TECHNIQUES

According to Chiappelli, particularly effective for treating skin blemishes is the Gua Sha massage, which derives from Chinese medicine. It consists of scraping the skin with a massage tool to stimulate the microcirculation of blood and lymphatic tissues. In traditional Chinese medicine, blemishes are due to a disturbance in the skin's blood circulation. By stimulating circulation, energy, and lymphatic balance, even in self-treatment, Gua Sha massage can be a great support in preventing skin blemishes and restoring the skin barrier in inflammatory conditions, contributing to obtaining a firmer skin and a more even complexion.

Massage is a specific treatment that can be performed in a cabin with ad hoc products, without aggressing the blemishes but acting on prevention. This is the general trend for treating not only skin imperfections and problems, but also mental and physical health.
Not to destroy, but to rebuild, but seeking the most suitable treatments to address the causes of dysfunction or problems: this is the new frontier for feeling well.

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