A great rule of thumb for getting your nonsense PR pushed into the media as if it had any value is to run with whatever’s likely to be on people’s minds at any given time (even if it’s only on people’s minds because of the actions of other PR types). In the run up to Christmas PR focuses on who needs to buy who what, whereas in January, it’s all about the self-improvement.
Which is why it’s no great surprise that the Daily Mail and The Sun told us of the scores of men aiming to fix the flaws with their physique in January:
Moob operations up 28% in a year as men are spurred on by buff bodies of Olympic athletes
– Number of man boob operations has doubled in the last five years
The number of men going under the knife to get rid of their so-called man boobs has increased by 28 per cent in the last year, new statistics show.
Man boobs – or moobs – as they are known, are the bane of many men’s lives, with high-profile sufferers including Ricky Gervais and Simon Cowell.
Excessive development of male breasts – also known as gynaecomastia – is thought to affect 40 per cent of men and it seems the proportion is rising.
Mooby blues see ops soar
THE number of men seeking a moob reduction surged 28 per cent in the last 12 months, figures reveal.
Requests for the £2,670 operation soared as blokes try to ditch their man boobs like TV’s James Corden for tidy pecs like David Beckham.
And surgeons say demand rocketed further after the Olympics with Brits keen to copy the bodies of Team GB heroes including Tom Daley and Louis Smith.
We’re helpfully told how large and widespread a problem the issue is – with ‘sufferers’ of the ‘condition’ numbering as many as four in ten men. Also, helpfully, we’re given the names of celebrity figures who aren’t sufferers, including Olympic sportsmen and film stars, complete with pictures so that afflicted men can see what they ought to look like. Which is very helpful.
These tactics are not new, of course – they’re staple feed for women’s magazines – but the comparable negative effect on the body image of the male population is often overlooked.
Of course, this is nothing but a piece of advertising, so who might have an interest in making 40% of men feel bad about their bodies (not to mention those men who are perfectly happy with their ‘moobs’ but conscious about one of the other cosmetic complaints listed)?
Pat Dunion, boss of surgery group Transform, said: “Man boobs can be difficult to shift using exercise alone.
“More and more men who are feeling self conscious about the size of their chest area are turning to chest reduction surgery — also known as gynaecomastia — to overcome their problem and boost their confidence.”
With articles such as these – simple adverts for a cosmetic surgery touting for business – it’s little wonder that many men will be feeling self conscious. And just in any female readers women are feeling unvictimised by the group, never fear, we have a story for you, too:
Popular? You nose it: Duchess of Cambridge’s nose is the most requested plastic surgery procedure
What did you wish for this Christmas? Socks, a new DVD player – or perhaps even a new nose?!
The Duchess of Cambridge has the most sought-after nose, with women requesting rhinoplasty in the shape of her nose, more than any other celebrity facial part. It was popular last year, but this year, the number of women requesting her nose has trebled.
As it happens, the appearance of Transform in the news in January was no surprise: not only is it the perfect time to capitalise on people’s increased focus on physique in the post-new-year gym rush, it’s also the time of the year Transform traditionally strike. Take, for example, this from the Daily Express in 2011:
HIDE THE SCALES, TODAY’S NATIONAL FAT DAY
TODAY is officially the UK’s “Fat Day” – the one Britons will feel at their heaviest and make the life-changing decision to take drastic measures to shed the pounds.
It comes as research reveals that the average woman piled on a massive 11lbs over the festive season, which is almost a stone – and an entire dress size.
Are the stories true? Possibly, possibly not – all we can say is that they’re placed into the media by a cosmetic surgery firm who want to tell you how bad you feel about how you look, in ways which their services can happily fix for you.