Dilemmas of cosmetic surgery II: the supermarket

A British cosmetic surgery clinic is offering loyalty card discounts to repeat customers. Anyone who has four consecutive procedures is entitled to ?200 cash back off the next one. The procedures include liposuction, Botox injections and tummy tucks. A spokesperson for the Transform Medical Group explained: "We have loyalty cards for everything nowadays, so why not for plastic surgery? Most of our patients need to have their procedures re-done every six months or so anyway, so it's nice to be able to offer them a little thank you."

Other plastic surgeons are not impressed by Transform's marketing. Dr Patrick Mallucci, of the British Association of Aesthetic Plastic Surgeons, lashed out: "I am shocked at the way people are encouraged to seek plastic surgery as if it were a commodity, like a handbag or a tie. At the BAAPS we do not see patients as consumers, and condemn any program that rewards the purchase of aesthetic procedures. They are preying on the vulnerabilities of a society increasingly obsessed with physical perfection. The public need to be reminded that plastic surgery is a serious decision and requires thorough consideration -- how many 'air miles' you'll get shouldn't be a part of it."


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