The “scratch” treatment is coming to Milan, after its success in Rome. Yes, that’s right, scratching. Grattineria Pidipidi, the first center of its kind in Italy, is selecting two beauty centers in Milan to exclusively offer the Asmr (Autonomous sensory meridian response) treatment, with the intention of starting in September.
But what are the scratches for? According to the managers of Pidipidi, they bring various benefits. Among these, the improvement of blood circulation, muscle relaxation, reduction of stress and anxiety, improved sleep. The scratches are obviously performed by professional operators and a session costs up to 55 euros.
After the Roman experiment, the idea of opening in Milan (for now seeking collaborations with beauty centers already established) also arose by observing the success that Pidipidi has obtained on TikTok, the social network of the younger generations, with millions of views for the videos published. And on TikTok, after the announcement of the imminent landing in Milan, several users commented asking for a center to be opened in their cities too.