On April 17th, 1958, His Holiness Pope Pius XII approved the observance of a Feast of the Holy Face of Jesus on Shrove Tuesday (Tuesday before Ash Wednesday).
“See how I suffer. Nevertheless, I am understood by so few. What gratitude on the part of those who say they love me. I have given My Heart as a sensible object of My great love for man and I give My Face as a sensible object of My Sorrow for the sins of man. I desire that it be honoured by a special feast on Tuesday in Quinquagesima (Shrove Tuesday – the Tuesday before Ash Wednesday). The feast will be preceded by novena in which the faithful make reparation with Me uniting themselves with my sorrow.”
(Our Lord to Mother Pierina 1938).