Sharp Interest in Cosmetic Surgery Despite Down Economy Means Adjusting Your Marketing Campaign
We came across a recent article which discussed some very interesting points as it relates to the 2012 statistics of cosmetic surgery procedures according to the ASPS.
“The American Society of Plastic Surgeons (ASPS) says that while total cosmetic surgeries fell by 2% last year, the number of what they call “minimally invasive” procedures rose by 6%. The most popular of these were Botox and Dysport (the brand names for botulinum toxin) injections, followed by soft tissue filler injections, chemical peels, laser hair removal, and microdermabrasion.”
The article details what’s known as the the so-called “lipstick effect” which is something consumer psychologists trot out as soon as the economy heads south: The theory goes that we cut back on big-ticket spending, but buy ourselves little indulgences as consolation prizes. Instead of buying a new suit, for example, maybe we’ll buy that designer’s cologne. Instead of a pair of pricey pumps, we’ll settle for the aforementioned lipstick. Or, in this case, we’ll get Botox instead of a pricier nose job or tummy tuck. Maybe we can start calling it the “injection effect” instead.
If this holds true, then there should be a major focus among cosmetic surgeons to focus their marketing efforts on these types of procedures while the economy is still in a downturn to capture this hold of the market. A focused social media campaign, press release and video campaign are just two of the ways to accomplish this.
Read more: http://business.time.com/2013/02/27/why-were-spending-so-much-on-botox-makeup-and-facelifts/#ixzz2M91ZlyTS