Tag Archives: transform

“People today really hate how they look!” says plastic surgery firm

How insecure are you about your looks? If the answer is ‘not very’: congratulations, you’re not the butt of this next Bad PR story. We’re specifically looking at you people for whom self esteem does not come easily, and for whom exploitation by a cynical industry might:

Insecure Britain: A quarter of us NEVER feel good about ourselves … and weight, parenting and bills are the biggest factors bringing us down 

In a disturbing glimpse of the country’s mood, it seems a quarter of Britons never feel good about themselves and are riddled by insecurities.

New research reveals that the country seriously lacks confidence with our appearance, our ability to parent, and basic tasks like paying bills correctly all causing us anxiety.

A survey of 2,033 respondents revealed that for over a quarter, facing themselves in the mirror ranked highest in terms of situations where confidence escaped them, with 33 per cent saying their body is the thing they would most like to change to improve their self-assurance.

Source: Daily Mail, 29th May 2013


It’s a disturbing glimpse indeed – if true. However, if this transpires to be, say, a cosmetic surgery company touting for business by making the nation feel terrible about themselves – well, it’s less a disturbing glimpse, and more a cynical advertising ploy dressed as news.

Speaking of which, here’s an infographic and press release put out by Transform Cosmetic Surgery:


It seems I’m not the only one who spotted the press release and infographic put out by Transform, with the more positive aspects of the release forming a wave of local and national coverage declaring various cities to be among the happiest in the country:

Top 10 happiest cities in the UK revealed

Sheffield residents have something to smile about after their city was crowned the happiest place to live in the UK.

A third of people from the city of steel said they feel good every single day of the week in a new happiness study by Transform Cosmetic Surgery Group (TCSG).

The Scottish capital of Edinburgh came a close second, followed by the Sussex seaside town of Brighton in third.

Source: Metro, 29th May 2013

It’s not so grim up North: Sheffield is the happiest city in Britain (and it’s all because they have more sex there) 

Sheffield has topped a list of Britain’s happiest cities – with a third of the population saying they wake up with a smile on their face every day.

Tellingly, those polled ranked sex highly on the list of factors that keep them feeling upbeat, along with doing good deeds for others, spending time with family and being given a compliment.

The South Yorkshire steel centre beat southern spots including London, Bristol and popular seaside resort Brighton to the number one position.

Source: Daily Mail, 31st May 2013

Of course, even the positive (and needlessly sex-referencing) stories need to carry the brand message, which is why tucked away in the Mail coverage is this necessarily negative nugget:

But the study also revealed a quarter of Britons never feel good about themselves. When asked to state the situation most likely to make them lose their confidence, over 25 per cent said looking at their own reflection.

Because, as we all know, it isn’t happiness and contentment which sends people to a cosmetic surgeon, and Transform don’t want to have wasted their money getting this non-story into the news without seeing a decent return on investment, even if that means painting an unhelpful and inaccurately-negative view of the world in the process.

“Men want and need plastic surgery!” says plastic surgeon

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.

Source: Daily Mail, 7 January 2013


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.

Source: The Sun, 7 January 2013


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.

Source: The Independent, 28 December 2012


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:


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.

Source: Daily Express, 17 January 2011


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.