Cutting the stomach, cutting the leg and using a knife in the private part, how many steps have passed from medical beauty to self-mutilation?
Editor’s note: This article is from the WeChat public account “marketingyuzijiang” (ID: marketingyuzijiang), author: Guan Guan.
Yesterday, the high-profile official of New Oxygen announced that Zhao Wei has become its “Medical Beauty Charity Ambassador”, saying that in the future, it will “promote the development of China’s medical beauty charity activities and promote diversified aesthetics.”
Zhao Wei posted an advertisement TVC on Weibo with the keyword “professional is bigger than the sky”, and emphasized that “it neither supports nor opposes medical aesthetics, and calls on everyone to pay attention to safety issues.”
Medical beauty and public welfare, professionalism and safety, this kind of event is packaged as “public welfare”, seemingly supervised to join hands, it is still difficult to conceal the factual logic of its business endorsement. After the official announcement, Zhao Wei’s video was an intuitive download and diversion of the new oxygen app, and the new oxygen app quickly replaced the Zhao Wei propaganda picture with an open screen.
“The cooperation between first-line female artists and plastic brands requires a good-looking packaging technique. The essence is endorsement promotion. Zhao Wei’s current business endorsement fee is quoted in the external market in the order of tens of millions.” Industry insiders revealed to Yuzijiang “Because of Zhao Wei’s illegal operations in the capital market, she has been defined by many brands as a “high-risk” artist in the past two years, and has a great influence in the business field. This may be her final choice to cooperate with a more sensitive medical beauty brand. Reason.”
2017-2020 Zhao Wei’s endorsement of Happy Coconut Milk will cost 15 million yuan
But in any case, the cooperation between high-profile female artists and the first domestic medical aesthetics has further promoted the trend of medical aesthetics to more young people, and completed aThis time, the brand image of Xinyang is professional and safe.
However, Xiaoyu’s observations have found that the medical beauty projects on the Xinyang platform run counter to the brand concept it emphasizes. When all-pervasive marketing has normalized plastic surgery such as face surgery, breast augmentation, and liposuction, medical aesthetics has also quietly spread into many high-risk surgical fields.
In the New Oxygen APP, there has been a “stomach cutting and weight loss” operation in the body shaping section. At the same time, there is a quite popular “leg nerve blocking” operation in the stovepipe column. In the private plastic surgery area, there are also a series of plastic surgery projects including cutting, bleaching and dyeing labia minora…
These surgeries used to treat diseases in regular hospitals are either in need of becoming a “confident woman” in the promotion of major medical beauty brands on the New Oxygen platform, or a means of “lying down” and becoming beautiful.
In order to emphasize its safety, increase users’ trust in this type of surgery, and promote a new trend, there are a large number of “swiping orders” for these high-risk items. The store hired a large number of navy soldiers to pretend to be surgeons and consumers to forge post-operative diaries to prove its “safety” and “high-quality effect.”
The boundaries between body freedom and freedom to become beautiful and deformity, whiteness and thinness, self-harming and seeking beauty are increasingly blurred here. It is undoubtedly a naked irony to compare the “professional is bigger than the sky” in the advertising slogan of “public welfare ambassador” Zhao Wei and the “pursuit of diversified aesthetics” emphasized by Xinyang.
Cut the legs and cut the stomach, and float the private organs. Is the body free or deformed?
After opening the Xinyang APP and clicking on its body shaping column, the two recommended entries of “calf nerve block” and “stomach surgery” suddenly appeared.
Among them, calf nerve blocking surgery refers to the purpose of blocking the calf gastrocnemius nerve, so that the muscle loses its activity and naturally atrophys, so as to achieve the purpose of degenerating the calf muscle and thus slimming the leg.
At present, there are dozens of medical beauty brands that can provide this service in New Oxygen. There are only 5 plastic surgery clinics in Beijing that can perform this operation.
However, according to Boki, a translator of medical beauty, all these nerve-lifting methods originated from South Korea and have not been more than 10 years old.The above clinical follow-up records, and there have been many related lawsuits and medical records in South Korea.
After consulting with a neurosurgeon at a Beijing tertiary hospital, Yuzijiang learned that this operation has a large continuous risk. Neurotomy is an irreversible operation. During the recovery period, muscle weakness after continuous exercise is prone to occur, and it is old or old. Accidental injury to the leg is more likely to affect the function of the leg muscles.
It can be found in the body shaping section of New Oxygen, but this kind of surgery is packaged as a must-choice for “comic legs”, which is a high-quality stovepipe program with “minimally invasive mouth and high durability”. When Yuzijiang consulted with the relevant customer service, the other party also declared that the risk of this operation is low, and “doing and going will not affect work and life.”
Even the “520 Chasing Love Season” created by New Oxygen also includes many of these surgical items. With a substantial price cut to attract users, a medical beauty institution in Jinan has sold more than 100 orders.
Another more surprising “stomach surgery” entry, after clicking on it, it turned out to be a “stomach cut and weight loss” surgery. The method of this operation is to remove most of the stomach and all of the stomach fundus, leaving only the banana-shaped stomach tissue, in order to achieve the weight-loss effect of controlling food intake.
A chief physician of gastrointestinal surgery told marketing entertainment that most of these operations have been applied to people who are severely obese and have life-threatening diseases, and considering postoperative complications, “as much as possible to convince patients not to Adopt this plan”.
However, in the field of medical beauty, this program has become a beauty project of “the same style of celebrity, making you lie down and thin”. In major social platforms, a large number of non-patient groups of 180 kg and 160 kg choose to undergo the operation for the purpose of becoming thinner.
The release time is 6 months apart, and it has been a year since I first did it.
Stovepipe injection during the two-month recovery period
Most of these brushers with automatically generated names will post the beauty network pictures to show the effect of skinny legs. The comments will also comment on the hospital’s environment and doctor’s services. If you don’t click on their homepage carefully to view other comments and Consumption content is harder to detect problems and more confusing.
The consumer diary in the private plastic surgery area is the hardest hit area. Due to the special type of the project, there is no need to publish the pictures before and after the operation, and the way of reviewing the order in each store is quite different.
In the consumer review area where 1563 labia minora plastic surgery items were sold in Beijing, the style of the readers was a big-head selfie + the same picture of the hospital’s consultation desk; another company sold 101 vaginal tightening procedures. In the consumer comment area of the project, most of the single users adopt the method of indoor hardcover pictures + afternoon tea and other food pictures.
The style of big head portrait photos
In fact, this is by no means the first time New Oxygen appears negative. Since its inception, New Oxygen has repeatedly been exposed to security issues and privacy violations.
In addition to the case of fraudulent operations, Xinyang has been exposed to negative news such as infringement of consumer privacy, opening the door to Putian institutions, financial fraud, and pornographic content.
Currently searching in the enterprise search, Beijing Xinyang Technology Company’s own risks are as high as 354, and there are 7 sensitive public opinions in violation of laws and regulations.
But what corresponds to the frequent negatives is the massive marketing campaign of Xinyang. According to the content of its financial report, Xinyang spent 730 million yuan on brand marketing in the past year.
At the same time, Xinyang understands the importance of entertainment marketing. In the early years, its official account relied on publishing some celebrities as gimmicks to gain traffic and lead to APP. Xinyang has also been involved in many celebrity portrait rights disputes because of the use of celebrity images for gimmick marketing. Huang Bo, Li Xiaolu, Liu Yuxin, and Huang Yi have all sued them.
At the same time, with the rise of the beauty economy, Xinyang has also chosen to embrace the entertainment industry and cooperate with multiple variety show content, such as “Wonderful Flowers”, “Kangxi is Coming”, “The Truth is Here”, “The King of New Comedy” “, “Sister Riding the Wind and Waves”, “Mother and Mother” and other popular comprehensiveThere are sponsors of Xinyang in the art.
With the help of popular online variety shows to cover young audiences, Xinyang will step by step to open up the vast user groups of Aimei in the rise of the value economy, and further expand the reach of the audience.
This also echoes with the celebrity spokesperson he collaborates with. In the early years, Xinyang signed Qihua, the debater Xiao Xiao as the spokesperson. Xiao Xiao, who has rich experience in plastic surgery and has repeatedly defended women’s topics in the show, has become a messenger of new oxygen delivery safety and beauty. With this method, Xinyang has realized a discourse transformation and brought the once “taboo” topic of medical beauty into mainstream public opinion.
Last year, with the help of the hot “sister” wind, Xinyang signed a contract with Yi Nengjing to become its beauty experience officer, once again gilded the brand, and linked it to the core of women’s independence, freedom and self-pursuit.
Recently, Xinyang signed Zhao Wei, a powerful artist, apparently hoping to further strengthen her professionalism and endorse the brand value with the help of her nationality.
But for any company, precise entertainment marketing and high-investment marketing are only the first step in acquiring customers. The establishment of industry standards and a strong review mechanism will effectively become a high-value service platform and truly achieve Only with its proclaimed “multi-aesthetics” can it achieve long-term development.
In order to achieve high performance and ignore the safety of users, blindly boost the deformed and pathological aesthetics such as leg cutting and stomach surgery, no matter how beautiful marketing is, it will be difficult to conceal acne, economic value and new “beauty and freedom” Sooner or later, the tuyere is destroyed by the endless self-mutilation style to become beautiful.
As for Zhao Wei, a cooperating artist with strong influence and endorsement, it is far from enough to just use “no support or opposition” when announcing the cooperation with Xinyang, and calling everyone to pay attention to the safety of medical and aesthetics. It is also necessary to earnestly play its role as a “public welfare ambassador” to truly spread the concept of medical aesthetics that is conducive to health and promote public welfare events that save the victims of medical aesthetics.
For every consumer who is pursuing beauty, health and safety must also be put first, be wary of falling into the false marketing of flowers and flowers, and use their own health as a malformed business to “test poison”.