Your instinct is right, this is a technique thing, and the gap between someone properly trained and someone who watched a course video is enormous. Look for a practice where facial work is the main event rather than an add on next to a nail bar. My wife has been going for buccal massage at SENSO Skin Experts in midtown for about a year now and rebooks herself every couple of months, which tells you more than any review I could write here. Sessions run long, so do not schedule it on a day she has to be somewhere straight after. Ask about a first visit consultation as well, most serious places do one and it makes the gift feel considered rather than random.