The non -surgical lift of Brazilia (Liquid BBL) is growing in popularity, but advertisers must introduce some care. We provide a guide to avoid BBLs advertising traps after six main ASA decisions related to ads that used timely offers, degraded risks or playing concerns about body image. If you advertise BBLS liquids, make sure you do not cross the line.
What is the liquid BBL?
A liquid BBL (Brazilian lift) involves the injection of the skin at the bottom to enhance volume and shape. Although not considered to be as invasive as a surgical BBL that uses graft fat for the process, the joint council for cosmetic procedures considers that the liquid BBL is a surgery that transfers a level of risk (see JCCP instructions to increase the buttock for more details).
Downgrading the dangers could hit a bum note
Because liquids BBLs bear some level of risk, as is the case with all cosmetic procedures, it is important that traders do not deal with such procedures or to strongly indicate that they are “safe” or “easy” (see capturing cosmetic interventions: social responsibility for more information). ASA recently ruled that an advertisement for EME Aesthetics & Beauty Academy Ltd focused excessively on saving money and aesthetic benefits of the BBL liquid process. AD claims, such as “0%infection”, “sterile clinic” and “minimal pain” also created the impression that there were few medical risks or pain involved in procedures and should be avoided in advertising.
Enter care in promotions
Although it is not necessarily irresponsible to offer promotions for BBL liquid procedures, traders must take special attention when administration, because cosmetic surgery should be visualized as a decision that requires time and thinking by consumers.
ASA recently decided against ads for the aesthetics of the bomb doll and the rejuvenation of the Academy Ltd, which both offered discounts on liquid BBLs as part of a promotion of black Friday. ASA believed that the time limited nature of Black Friday’s bids were likely to lead consumers to believe that they would lose price savings if they did not last quickly and created a sense of unjustified emergency need to close a cosmetic process.
Butt Wait there are more … Avoid playing in insecurity
BBL liquid traders should not play in consumer insecurities and suggest that their happiness or well -being depends on compliance with a specific body shape or physical appearance.
An ad for CCSkinlondondubai that characterizes the claims “you take the curves and outlines you always wanted” and “you feel confident that every step of the road” was considered unacceptable by ASA because it took advantage of women’s insecurities around the body image and connects the BBL.
Remember that the copy tips team is ready for advice for your campaigns.
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