The invention relates to facial stimulation apparatus configured to be worn in a generally horizontal orientation on a user's head, and which uses the ear (14) as an anatomical reference to ensure correct and repeatable placement of skin electrodes (16a,16b) overlying the human facial nerves (1-5) to facilitate Electrical Muscle Stimulation (EMS). The apparatus is provided with a headband (22) having a bend or inclination (24) proximate a distal portion (20) thereof on which the electrodes (16a,16b) are attached. The apparatus is provided with an unambiguous location feature such that a vector component between said location feature and the electrode pair (16a, 16b) is fixed and non-adjustable thus ensuring repeatable and accurate positioning of each electrode (16a, 16b). The apparatus overcomes problems inherent in known devices and, in particular, requires no anatomical knowledge on the part of the end user for its safe and most effective placement.