It has been a busy year for the British Association Of Aesthetic Plastic Surgeons (BAAPS), and Flipside London PR has been right there alongside them supporting from the PR side. Let’s recap everything that’s happened on the media front for the BAAPS in the last 12 months…
September 2021: First up, the BAAPS “Code of Candour” in celebrity marketing piece cited BAAPS data around serious complications, psychological distress and permanent disfigurement as a result of fat freezing treatments, which was marketed as low risk and with celebrity endorsement.
April 2022: The BAAPS made a call for action as an audit revealed a 44% rise in botched cosmetic surgery from abroad
June 2022: A release was released about aesthetic treatments on the high street around the introduction of “tweakments” at John Lewis.
Meanwhile, annual audit figures, ordinarily the chief driver of press coverage for BAAPS, were not released to the media for the second year running. The data that was collected at the height of the Covid Pandemic, from soon after the first lockdown for the following 12 months, obviously showed a significant fall & was not a truly reflective picture of the state of cosmetic surgery in the UK.
In spite of this, the press releases and media statements issued succeeded in generating over 250 impressions (pieces of coverage) up 100% from the year before with a total circulation figure of 3,732,397,328.
The top performing story of the year was the BAAPS cosmetic tourism that generated an exclusive story with Sky News that had over 250k unique views with an average engagement time of 36 secs per view & with a YouTube viewing of more than 13k.
Remaining coverage was generated in the likes of the Daily Mail, by a variety of topics including BBL, cosmetic surgery statistics & the ban on cosmetic surgery adverts for under 18’s which included an interview with ITN News.