# Abusive Facial Treatments The Tata Massage Involves Face Slapping to Stimulate Circulation By Erin Fox | Published 2012-10-29 | Unique Source: Trend Hunter, https://www.trendhunter.com/trends/tata-massage References: [refinery29](http://www.refinery29.com/tata-massage) & [tatamassage](http://tatamassage.com/) In the midst of the San Francisco city, a unique spa treatment called the Tata Massage involves paying trained professionals $350 in cash to slap your face. This painful treatment is done to increase circulation and optimize the muscles on your face. The masseuse dances to Thai music as she slaps you in the face, which is all part of the traditional version of the massage. This bizarre treatment can only be paid for in cash and begs the question as to why it even exists. This facial treatment claims it tightens the muscles in the face to reduce wrinkles and any signs of aging. This may as well be the next [Hollywood](https://www.trendhunter.com/trends/face-yoga-app-luvly) fad because of its extreme individualistic characteristics. After all, beauty is pain. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 33% | Activity: 71% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Unique](https://www.trendhunter.com/unique) > [Bizarre](https://www.trendhunter.com/bizarre) ## Key Themes ### What's Driving This Trend - **Painful Facial Treatments:** A trend towards painful facial treatments that claim to tighten muscles and reduce signs of aging by stimulating circulation. - **Unconventional Spa Treatments:** A trend towards unconventional spa treatments that focus on individualistic characteristics and offering unique experiences to clients. - **Thai-influenced Massages:** A trend towards Thai-influenced massages that involve dance, music, and sometimes painful techniques to stimulate and optimize the body's muscles. ### Who This Affects Most - **Beauty & Wellness:** Disruptive innovation opportunities exist in the beauty and wellness industry as consumers seek more unconventional and unique treatments to enhance their appearance and overall well-being. - **Hospitality & Tourism:** Disruptive innovation opportunities exist in the hospitality and tourism industry as spas and other similar businesses offer unconventional treatments to attract clients seeking unique experiences. - **Entertainment & Media:** Disruptive innovation opportunities exist in the entertainment and media industry as the popularity of unconventional spa treatments, such as the Tata Massage, sparks interest and becomes a trend amongst celebrities and influencers. ## Related on Trend Hunter - [Novel Noninvasive Facelifts](https://www.trendhunter.com/trends/noninvasive-facelift.md) - [Tech-Enhanced Facial Workouts](https://www.trendhunter.com/trends/fitness-for-your-face.md) - [Skin Gym Face Treatments](https://www.trendhunter.com/trends/lpg-endermologie.md) - [Cannabis Spa Experiences](https://www.trendhunter.com/trends/full-bloom-facial.md) - [Scotland-Themed Spa Treatments](https://www.trendhunter.com/trends/hot-stone-massage.md) - [Multi-Use Contouring Tools](https://www.trendhunter.com/trends/face-and-scalp-tool.md) - [Adaptogenic Facial Treatments](https://www.trendhunter.com/trends/schloss-zermatt-hotel.md) - [Cooling Microcurrent Facial Tools](https://www.trendhunter.com/trends/theraface-pro.md) - [One-Minute Daily Facials](https://www.trendhunter.com/trends/one-minute-daily-facial.md)