New Beauty Magazine, which touts itself as "the world's most unique beauty magazine" (note - with its sole focus on artificial procedures and products, this should be translated: "the world's most commercial beauty magazine"), publishes a monthly pre-cosmetic procedure checklist. On their blog, the post is appropriately titled, "New Year... New You?" Here's the checklist:
"Before you embark on your quest for an appropriate provider, it’s vital that you seek your potential procedure for the right reasons. Test your motivations and how you rate as a candidate by making sure each of the following statements are true for you:
1. I am choosing to enhance my appearance because I want to. Others support me, but no one is influencing, pressuring or forcing me.
2. I am realistic about what I want to achieve. I’m not looking for radical results, and I don’t want—or expect—to change who I am.
3. I understand that cosmetic enhancement can improve my appearance, but it cannot change my life.
4. I accept that the results of my treatment may be permanent, and I will have to live with them for the rest of my life.
5. I know that surgery comes with potential risks and that no result is guaranteed.
6. My physical health and emotional health are stable. I am not being treated for any chronic health disorders or serious mental health conditions.
7. I can afford all surgery costs, including non-monetary costs such as recovery time."
And quite a sensible checklist it is, especially #s 2-3, which remind consumers that new body parts do not new persons make. Too bad their sincerity gets compromised by the accompanying ads blazing "A new you with CareCredit" whose website further promises that you'll "Get approved! You'll get a decision in a matter of seconds. It's that easy!"
In this month's print version of the magazine, New Beauty also
commendably publishes a list of red flags which should send you running
out of a surgeon's door. One of those red flags includes
limited-time-only or special offer pricing in an effort to get you to
commit to a procedure immediately. How then is CareCredit's harping on the their easy/instant/immediate financing approval process so markedly different? Just like the limited time offer, it's a marketing tactic predicated on capturing the consumer in a moment of impulsive behavior, discouraging a wait time in which she may think rationally about and potentially start to reconsider her decision. It's also in direct conflict with #7 on the list. If one is in a financial position to truly afford surgery, she shouldn't need a new line of credit to be able to afford it.
We also take issue with #1 on the checklist, in which a consumer is encouraged to affirm that "no one is influencing, pressuring or forcing" her to make the decision to undertake cosmetic surgery. We agree, but... Ahem. With its sole function as conduit for beauty industry promotion, what does New Beauty do other than influence people to have cosmetic surgery and purchase related products? And a cover headline that pushes 2008's beauty "must-haves" sounds an awful lot like pressure.
Maybe New Beauty should check their editorial and their advertisers' claims against their own checklist.
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