Britain’s largest cosmetic surgery chain in ethics dispute over Christmas discounts

Wednesday 16th December 2009

The Transform Cosmetic Surgery Group is the leading cosmetic surgery practitioners in the UK with over 60 clinics in total. However, their website recently offered the headline “Prepare to Dazzle” followed by an inviting promotion “For a limited time only, save on cosmetic surgery with £750 off any two surgical procedures” all before the end of this month. The surgery was promoted in order to “transform you in time for the party season” gimmicked the Let the Wow Start Now campaign. However, this campaign has received numerous backlashes and has been branded “unethical”.

With the surgeries on offer including; face lifts, brow lifts, liposuction, tummy tucks and breast implants, it’s possible to see that some customers would consider their tempting offer. However, questions have been raised as to whether or not their advertisement has preyed on many people considering cosmetic surgery but unable to afford it. The president for the British Association of Aesthetic Plastic Surgeons (BAAPS) is the one who has branded the campaign unethical, adding that by doubling the operations you are doubling the risks that the patients are under. Not only this but he sees the deadline for the offer being at the end of this month as an added pressure for people considering surgery when it is a decision that should never be taken lightly.

There were questions as to whether or not Transform had breached any of the good practice guidelines with their cash incentives. However, by advertising solely on the website, they have escaped this guideline as it is thought that anyone looking at the website will already be considering the surgery. However, the former president of BAAPS, Mr. Nigel Mercer, believes that this is a clear sign that the cosmetic surgery industry can no longer self-regulate itself.

Transform have retaliated to their critics saying that they treat every case individually and will consider the risk of all multiple procedures on top of this. However, with Transform cosmetic surgeries alone earning over £40 million a year, the question is stressed as to whether or not the cosmetic surgery is becoming greedy – putting their profits over their patients wellbeing. Yet, if one looks further into the company; their parent company the Covenant Healthcare Group are thought to owe the bank £89 million. Therefore, perhaps the cosmetic surgery industry is in the same financial state as the majority of industries in the current climate, and their website campaign is merely an attempt to re-boost their profits.

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