Permanent Cosmetics as Long Ago

Permanent Cosmetics

As long ago as 1992, "nearly 80,000 women had plastic surgery on their breasts: 30,000 women had them enlarged, 8,000 had them lifted, and another 40,000 had them reduced.... Sixteen thousand Americans had tummy tucks, 20,000 had chemical peels, 40,000 had collagen injections, 50,000 had nose jobs, 50,000 underwent liposuction, and 60,000 had eye jobs" (Neimark 1994 42+).

These days, other procedures have joined those major surgical ones in the eternal search for youth and, in the current job market, continuing employment for the older segment of the population. Moreover, men comprised 13% of cosmetic surgery patients in 1992: today, there is little doubt that number has expanded dramatically.

Even then, the three favorite procedures were eyelid surgery, collagen injections and liposuction.

Theresa's Cosmetics Unlimited is meant as an adjunct to those surgical procedures; among the services offered by Theresa's Cosmetics Unlimited will be non-surgical enhancements, some performed by trained staff (tattooing procedures such as permanent lip liner, eyeliner and eyebrow darkening) and some by the appropriate medical personnel, including collagen injections (lips) and non-surgical deep skin resurfacing. The staff will be chosen for their adherence to aesthetic principles because "an artistic touch means as much as great credentials" (Covino 2001 91+), although great credentials will also be demanded. In fact, the term "aesthetic" will be the hallmark of the company, rather than "cosmetic."

Situation analysis

As noted in the Executive Summary, the interest in aesthetic procedures is increasing for both genders. However, there are a few caveats on the horizon, one of which is a relatively recent FDA Consumer alert regarding permanent makeup, or the form of tattooing, used in the Theresa's Permanent Cosmetics practice, called micropigmentation. "The adverse events are associated with certain ink shades of the Premier Pigment brand of permanent makeup inks, which are manufactured by the American Institute of Intradermal Cosmetics, doing business as Premier Products of Arlington, Texas" (FDA Consumer 2004 4+). These products will not be used; Theresa's will choose only those pigments and other tools that have passed rigorous testing and are acceptable to the relevant governing body, FDA, USDA, AMA or any other governing of oversight body. In addition, Theresa's will exhibit a preference for most natural, least toxic products across the board.

With those standards in place, Theresa's is poised to prosper form the growing interest in and, often, business need for permanent cosmetics.

In addition, Theresa's will develop relationships with board certified plastic surgeons for referrals for those who wish procedures beyond Theresa's expertise and with orthodontists for those who wish their dental aesthetics to match their facial improvements.

Theresa's will also develop referral relationships with yoga studios and holistic spiritual counselors so our clients can be sure of taking care of all the improvements they desire.

In the realm of marketing, there are no restrictions because Theresa's does not deal in the regulated procedures for which advertising is prohibited in some locales.

Objectives

The objectives of the marketing efforts will to make the public aware that such procedures as tattoos are useful for permanently enhancing appearance and that they are an integral part of a considered program of body care (including exercise, surgical 'sculpting' when needed or desired, orthodontia, etc.) and mental-spiritual work as well. Because some of our procedures (notably tattoo) still have a less-than-favorable image with the public, significant attention will be devoted to the goal of raising the public consciousness regarding this valuable aesthetic tool.

Strategies

Theresa's will employ a number of strategies, foremost of which will be to create an atmosphere in which Theresa's becomes the 'brand name' in aesthetic enhancement/permanent cosmetics, and will be seen as essential to human health and well-being, just as the annual dental and physical exam are. The strategy will be targeted at taking the idea of aesthetic enhancement up one or more levels, from that of the corner drugstore or department store to a clinical but pleasant atmosphere in which the client's physical, aesthetic and spiritual needs are attended to via the aesthetic work recommended and/or chosen by the client.

Indeed, Theresa's will not serve 'customers' as a tattoo shop or cosmetics counter would; it will develop clients who will be invited to return for additional enhancements. However, integral to the strategy will be turning away clients who have had all the procedures that seem to our medical advisor to be advisable. In short, Theresa's is not interested in tattooing a woman to look like a cat, but rather in enhancing a woman's appearance as a women, thus enabling her to live a more abundant and powerful human life. These concepts are the foundation for Theresa's strategy, which can be condensed to these concepts:

Creating the Theresa's brand name in aesthetic enhancement

Placing the company on a level comparable to or exceeding that of laser eye clinics, etc.

Taking seriously our responsibility to enhance our clients' lives and not to be party to questionable requests for aesthetically debatable procedures

Tactics

Theresa's initial tactic will be forming the referral relationships with medical/surgical/dental practices that understand the value of aesthetic improvement such as Theresa's offers.

In addition, we will seek early clients whose influence in the community can add credibility to our programs.

Our advertising will AVOID Val-Pacs and other lower-level advertsing media. We will target upscale city magazines and the radio stations most of our potential clients (20-something through baby boomers) listen to.

Very importantly, we will seek free advertising in the form of segments on local broadcast "newsmagazines." The value of this is incalculable, although it is, in fact, a calculated risk. While we would have creative and message control in a paid advertisement, editorial work removes that control. However, because we will seek this coverage early, we would expect it to gain from the novelty factor and avoid criticisms that might develop, regardless of how excellent our work is, later in the company's history.