WEB EXCLUSIVE: Cult Facials

Intraceuticals Oxygen Facial

This oxygen facial, now a staple in most high-end spas, got a huge boost when spa-goers heard that Madonna—yes, the 54-year-old with the flawless, alabaster skin—insisted on an Intraceuticals oxygen facial (60 min./about $175) before every performance and public appearance. The process involves a liquid infusion of hyaluronic acid, green tea, aloe vera and vitamins C and E, applied through a steady blast of oxygen from a handheld device. The treatment immediately plumps and nourishes the skin, although the day-after results are even more noticeable. And Madge isn't its only celebrity fan—Justin Timberlake and Eva Longoria also swear by it. “A necessity before every major event,” Longoria has said. It's now the facial that has launched a thousand knock-offs.

Do you have the good fortune of offering a celebrity favorite on your spa menu? Try capitalizing on the star's other beauty-boosting habits. "Madonna is also well known for her macrobiotic diet, to which she largely credits her youthful appearance and health," consultant Braden points out. "In addition to offering a scientific facial like this, look at the ingredients in each of the skincare products you offer and stand out by creating a take-home menu of suggested foods, incorporating as many of the same ingredients as possible, to support the benefits of the facial."

Common ingredients with edible counterparts include hibiscus (a natural AHA), orange, banana, green tea, aloe vera, papaya, pineapple and pomegranate.