The marketing of beauty products and plastic surgery never ceases to amaze me. Marketers can and will make any claim regardless of the truth. Marketing is very powerful and appeals to human vulnerabilities. The entire beauty industry is driven by marketing. The name of the game is to sell. The goal is to make the masses perceive that a particular product or service is the answer to their needs—perception is reality.
Lasers treatments that make you look 10 years younger, really smart liposuction that produces results far better than traditional, “dumb” liposuction, face lifts with gold, pills that enhance your breasts two cup sizes, and magic potions for weight loss are all examples of less than truthful marketing.
Where is the truth? Wouldn’t you prefer the truth? What if the truth is not what you want to hear? Can you handle the truth? Why are people so vulnerable to sensationalized, exaggerated claims made by marketers? Don’t you find yourself frustrated and embarrassed when you “fall” for the marketing scams?
There are few consumer protection regulations that marketers need to follow to ensure that their claims are accurate and truthful. As for Board Certified Plastic Surgeons, we are held accountable for the manner in which we market our services. So when you think you are hearing something that sounds too good to be true, check the source and you will likely find that you are not dealing with a Board Certified Plastic Surgeon. Buyer beware!
Robert Caridi, MD