This document outlines Massage Envy's brand positioning and marketing strategy to target Generation Z. It presents research findings that Gen Z values self-care but may not be aware of Massage Envy's facial services. The strategy aims to position Massage Envy as the go-to place for skin care and mental health advocacy. Tactics include developing social media content, community programming, and a college ambassador program to raise awareness of facials and their positive impact on self-esteem and mental health.

1. " W E ' L L H E L P G R O W Y O U R G L O W "
MASSAGE ENVY
To keep your body working by making massage, stretch,
and skin care an accessible part of your daily wellness
routine.
T H E M I S S I O N
T H E V A L U E S
• Optimism
• Gratitude
• Excellence
• Consistency
• Empathy

2. S
S I T U A T I O N A N A L Y S I S
• Wellness Education
⚬ Chronic Pain Healing
• Employee Recognition
• Set Practices & Protocols
W
T R E N G T H S E A K N E S S E S
• Brand Reputation
• Social Media
Engagement
• Sustainability
S W O T A N A L Y S I S

3. O
S I T U A T I O N A N A L Y S I S
• Repositioning Consumers
• Mental Health & Self Care
Advocacy
• Influencer Partnerships
T
P P O R T U N I T I E S H R E A T S
• Negative Press
• Brand Competition
• Customer
Dissatisfaction
S W O T A N A L Y S I S

4. • Self Care
• Mental Health
• Self Love
S I T U A T I O N
A N A L Y S I S
DESIRED POSITIONING
B R A N D P O S I T I O N I N G

5. TARGET AUDIENCE
G E N E R A T I O N Z ( G E N - Z )
• Individuals born between 1997-2005
• Catering to women, men & non-binary people
• Diversity, Equity & Inclusion: Self-care is for everyone

6. PRIMARY RESEARCH RESULTS* R E S E A R C H
82%
of survey
participants
noticed
improved
mental-health
after skin-care
/self-care
60%
of survey
participants value
both cleanliness
and quality of
products over
brand popularity
or affordability
40%
of survey
participants are
not aware of
Massage Envy's
facial services
90%
of survey
participants are
more likely to
choose DIY skin-
care over
professional
services

7. “It comes down to money for
me . . . I’ve been in the store
wanting to get products but
it’s too much right now.”
INTERVIEW FINDINGS T A R G E T
A U D I E N C E
“When you look good, you
feel good . . . and the idea of
having a [skin care] routine
can be cathartic and helpful
to your mental health.”
Kate, 20 Quinn, 25
Sadie, 22
"Men don’t have a platform to
talk about self care. Growing up
you’re taught to 'be a man.' It
would be nice to see more
representation for men in the
industry because we value skin
care and self care."

8. BRAND TRUTH
CULTURAL SPARK
HUMAN TRUTH
50% of Gen-Zers
report feeling they
do not do enough
to manage their
stress (American
Psychological
Association 2019).
7/10 U.S. citizens
are more
conscious about
needing self-
care as of 2020
(Vagaro 2020).
Massage Envy exists
to keep bodies
working through
health & wellness
practices.
I N S I G H T S

9. Amplify awareness
of Massage Envy
facial services by
increasing social
media engagement
rate by 3% in four
months
OBJECTIVES
Relaunch Massage
Envy as the go-to
place for skin-care
services among Gen-Z
Boost Massage
Envy's facial
service sales by
at least 5% over a
span of 12
months
A C T I O N
A W A R E N E S S
A C C E P T A N C E

10. STRATEGIES
A C T I O N
A W A R E N E S S
A C C E P T A N C E
Develop social media
content strategy which
refreshes the look and
feel of online presence
Demonstrate the
value of self- and
skin care by re-
engaging & giving
back to
communities
Garner consumer
interest through
Interactive, community
programming to
increase facial sales

11. T H E B I G I D E A

12. LOVE,
ME K E Y M E S S A G E S
Massage Envy Is the leading
brand & facial service that puts
mental health first —
Advocating for self love &
acceptance.

13. LOVE,
ME K E Y M E S S A G E S
Massage Envy customers are
diverse peoples who are valued
equally.

14. LOVE,
ME K E Y M E S S A G E S
LOVE,
ME K E Y M E S S A G E S
The misconception that "beauty is in
the eye of the beholder" is far from
the truth. A restored worldview can
be achieved through empowering
facials:
Facials (skin care) = Positive Self Esteem = Mental Health

15. • DePaul University, UCLA, NY University
• Students apply to become ambassadors
• Ambassadors pass out sample products, coupons, love
letters
• Pop-up events
T A C T I C S
AMBASSADOR PROGRAM
L O V E ,
M E

16. • Update Social Media &
Launch "Lite" Campaigns
• Launch College
Ambassador Program
• Release Self Care Kits :
Send to Influencers Two
Weeks Prior
• Announce Love,
Me Campaign +
Donate to NAMI
• Begin College Pop-up
Events with Participating
Universities
TIMELINE
S E P T . 2 5
A U G . 7 S E P T . 4 & S E P T . 1 8
A U G . 1 4 - S E P T . 3
O C T . 2