Green’s Dictionary of Slang

(US campus) an insult, a rebuff.

1978		Eble Campus Sl. Apr. 2: Facial – exclamation: That’s unfair. That was unsuccessful.
1996		Eble Sl. and Sociability 60: A facial is ‘an insult or rebuff’, as in ‘Ben got turned down by that girl again —what a facial!’.