Behind the "cosmetic heat" in the summer vacation, who is selling "appearance anxiety"?

项目 "Summer vacation must do projects -buried threads for double eyelids+hyaluronic acid; summer vacation discussion projects -smiling lips of a certain star+adjustment of mountain root width through bone grinding surgery; Peach hip surgery. "

This is a new Flag he established after receiving the college admission notice after receiving the university admission notice. Talking about the reasons for cosmetic surgery, Liu Xia frankly said: "Actually, I want to be plastic on the face, but there is no courage. If you become beautiful, your luck will be better."

It is understood that many teenagers, like Liu Xia, are facing "appearance anxiety" to varying degrees. Some surveys have shown that every winter and summer vacation and graduation season, students will have a phenomenon of cosmetic surgery. The "post -00s" have become the main force of medical beauty consumption. Recently, the reporter tried to search for multiple social and short video apps and found that "summer vacation cosmetic surgery", "summer vacation becomes beautiful" and "thin summer vacation", etc., are all hot topics for nearly a month.

The reporter also found that the State Administration of Market Supervision released the "Medical Beauty Advertising Law Enforcement Guide" in November 2021, focusing on cracking down on the nine types of situations behind the chaos of "appearance anxiety", which has a huge impact on medical institutions. However, some medical aesthetic institutions are still playing the ball and discussing beauty in the name of "facial aesthetics". It seems to be popular science. In fact, it creates "appearance anxiety" and takes the opportunity to make a profit.

In this regard, the interviewed surgeons suggested that the information on the Internet has a variety of information, and the content is different. There are many misleading information. You need to brighten your eyes and learn to identify it. It is recommended that you understand the projects and content of cosmetic surgery from the official channels of the national channel. For example, the national approved plastic surgery project can be queried on the official website of the National Health Commission.

Medical beauty advertisements are overwhelming

Plastic surgery is at a low aging trend

Dr. Zhao, a three -level specialist hospital in Beijing, told reporters that he had encountered a girl who was ten years old and said to him, "Doctor, I want the big eyes of ×× (a star). In the case, I will say to the child, wait and look at it. "

In recent years, Dr. Zhao's clinic has ushered in a group of students every summer vacation. Eyes, nose, lips, etc. are their conventional consulting projects. From the past, there are many girls. "The eyes of a certain star" "Smile lips of a certain star".

The reporter searched the "summer cosmetic strategy" written by bloggers with cosmetic experiences on the Internet. They shared some experience in summer cosmetic surgery in detail and said that "summer cosmetic surgery can recover better." Some bloggers also analyzed the summer vacation plastic surgery from the perspective of "stepping on the pit", reminding college students or quasi -college students to treat various plastic surgery projects rationally.

"Now the child's nutrition is good, the physical development is advanced, but the mental development may not keep up, and the complete health aesthetics has not yet been formed. In this case, there is a single aesthetic suggestion on the Internet and mobile social software. Many people are like a face carved by a mold. "Dr. Zhao said that plastic surgery is different from some emergency surgery. Generally, it is independent of the time. There are more recovery time.

The subjective willingness and clear goal are the general feelings of several plastic surgeons interviewed by plastic surgeons in the interview. "There are many people who even take the information collected online to consult."

"In recent years, there have been many students who come to consult with plastic surgery in the summer vacation. They are getting younger and younger, and even a teenage junior high school students have appeared." Wang Liang, who graduated from the Bethune Medical Department of Jilin University and has been engaged in plastic surgery for more than 10 years, believes that facing Young adolescents should be cautious, and specific analysis of specific situations. For example, to reasonably choose some plastic surgery projects, let some children change congenital defects and regain self -confidence, it is good for their lives. But if the visitor is too young, she and her colleagues will decline.

A survey report on the concept of "post -95" plastic surgery shows that at present, the reasons for more and more young people have changed from work -driven to being driven by simply desire to become beautiful, and to accommodate themselves. The report states that when the concept of pleasing self is popular, regardless of occupation, gender or age, medical beauty consumers use medical beauty to consolidate self -confidence, and enjoy themselves at the emotional level. The institution also uses this as the starting point to meet the needs of medical beauty consumers, and focus on the personalization and customization of the project.

What are the reasons for plastic surgery? Several doctors told reporters that they have paid attention to the "grass economy" brought by a group of social software, and consumer medical care is becoming more and more popular among the students, that is, the main purpose of improving the needs, not the purpose of treatment.

In Wang Liang's opinion, when the "smile lips" and "child face needle" and other beautiful pictures and inspirational copywriting are full of social software with the help of online marketing, many young people with unbalanced mental minds are easily misleading and deformed aesthetic.

"For the" post -afters', especially the minors, it is difficult to distinguish whether it is advertising hypnosis or needed itself. "Psychological counselor Zhu Xiaohui believes that now the publicity on the Internet about Little Deer's eyes, dudu lips, A4 waist, etc. , Life is also full of medical beauty advertisements, all of which are subtly created "appearance anxiety", making everyone's aesthetic tend to be single.

Many interviewed people reported that this kind of "anxiety" advertisement is everywhere.

"At the end of June, I often saw some medical aesthetic institutions on the Internet to play marketing activities related to summer stalls and graduation quarters, and some even shouted the slogan of 'graduation and cosmetic season'." Beijing citizen Zhu Xiaodan told reporters that she When you browse the web, you often see orthodontics ads. For example, "×× × 在 在 在 在 在 在 在 在 在 在 在 在", "change the head of the head", "the best orthodontics is the age of how old, do you miss it?" "The more you look at it, the more you want to correct it as soon as possible." In this regard, Chi Yukai, an associate professor at the School of Psychology, South China Normal University, suggested that young people should adjust their awareness of beauty, correctly understand beauty, and fully realize that the source of people's charm is not beautiful, but should strive to pursue "poetry and style of poetry. "Self -China".

Medical and beauty institutions selling anxiety

Use words to stimulate consumption

Who is selling "appearance anxiety"?

Some people in the industry have analyzed that a simple and rude psychological suggestion is pushed to young people who are eager to become beautiful with various types of online tweets: First, create "appearance anxiety" and overthrow the "single trial beauty" to overthrow the "each" each "each trial beauty". "Beautiful", stimulating cosmetic consumption. Secondly, negative evaluation factors such as "low energy", "laziness", "poverty" are not related to the poor appearance. "Plastic grass".

In order to further understand the marketing strategy of medical and beauty institutions, the reporter added Ms. Sun, the head of a plastic surgery hospital in Shenzhen on the grounds of "hope to be a partner". In its circle of friends, the words of "appearance anxiety" are dazzling, such as "good foreheads for seven points of wealth, not rich," "good -looking, ten years of good luck", "good -looking people what do you do, no matter what you do, no matter what you do, no matter what you do There are more opportunities. "Tongtong is to link ability, personality, wealth, luck and appearance.

"The system management fee of the partner is 1980 yuan, and the team's offline training is enjoyed, including the process of coming to the college, talking about single skills, consulting cooperation, assistant transfer, avoiding pit guidelines, professional knowledge, etc., the team will assist in the transaction." According to Ms. Sun introduced The team will teach everyone these marketing words. Partners can obtain courses for one -to -one online drainage, obtain precise fans, and learn how to promote on major network platforms.

In the survey of some medical and beauty training institutions, marketing was found that marketing was a key chapter in the training lesson plan. For example, some introductions, marketing methods are interspersed in medical beauty courses. How to market different projects and how to introduce to customers are different. Courses, students can learn free again. "

Some medical aesthetics training institutions have more detailed marketing lessons, including the teaching content of medical aesthetic consultants courses, covering and campaving processes, medical beauty sales psychology, and the thirteenth category of customer psychology, the consultant should master the psychology, WeChat Tuke's experience, how to better use the skills of resource transactions around you, and how to perform pre -operation and post -surgery.

Through online search, the reporter also added WeChat from several medical and aesthetic institutions. In their circle of friends, the story of "plastic surgery counterattack" is filled.

For example, the staff of a plastic surgery hospital in Chengdu tells the so -called customer's plastic surgery story in the circle of friends: cosmetic surgery is definitely a shortcut of counterattack. It has not become a net red face, but it is getting more and more beautiful. When you go out and go shopping, the sales become more enthusiastic, and the return rate has increased. After changing the new job, colleagues are very friendly, and they also encounter a current boyfriend. The other party is 1.88 meters tall. , Handsome, also operating several companies, now they are about to get married. It turns out that beautiful can really change destiny!

The staff of a medical beauty online platform revealed that the medical beauty institution to find a young blogger experience project on the Internet is one of the ways to extend the customer. Regarding this method, the above -mentioned staff revealed that because of this direction, many Internet celebrities are transformed to medical and American bloggers, and they are the channels of major medical institutions across the country, and they are secretly draining in the form of popular science.

Professional doctors have a large gap

Medical beauty training chaos

The reporter learned that there are chaotic phenomena behind medical beauty marketing, involving over -marketing, false exaggeration, prices, high prices, illegal medical practice, etc. In recent years, many institutions and cases have been exposed and banned.

"In a regular plastic surgery hospital, if the patient is less than 18 years old, the guardian needs to agree." Some doctors told reporters that due to the principle of "guardian consent", some minors who concealed their parents may choose unregistered institutions. Come back to the doctor to "renovate" (referring to remedy after other institutions do bad surgery).

Dr. Zhao's colleagues specialized in nasal plastic surgery and have been exposed to many bad regrets. For example, some of the fillers are rotten by half of the nose, so they have to perform nose reconstruction surgery. "A large part of this case of patients who do not qualify."

"The industry is to be compliant, and the professional doctors have a large gap." In the interview, some doctors told reporters about the pain points of the current medical beauty industry.

The reporter searched on the Internet with "Medical Beauty Training". The first place was a medical beauty clinic in Anhui, which was marked with the word advertising. The course introduction page claims that students will learn various projects such as wrinkle removal, fat dissolution, needle -free carvings, facial filling, rich ears, etc. within 4 days and 3 nights, and ensure the learning.

According to the advertising prompt, the reporter added Teacher Chen, a WeChat Institute of Light Medical and Aesthetic Education, and Teacher Chen sent a detailed curriculum content map to the reporter. This course is mainly divided into two sections: "Marketing Operation Treasure" and "Eight top technologies". The former includes 4 contents: store operation management, development and evolution of the US industry, self -media Internet marketing, and million extension marketing system. The latter It covers 60 projects including wrinkle removal, weight loss, cell filling, rhinoplasty, hairline transplantation, fat dissolution, whitening, and line carving. According to Mr. Chen's introduction, it only takes 6 days to learn all the above content. When the reporter emphasized that he had never touched the medical beauty, the other party said: "Our courses are mainly targeted at zero foundations.

In terms of expenses, Mr. Chen said that the national unified charging of 6,800 yuan, but the preferential activity given by the headquarters this month is 1,000 yuan for toll subsidies, 1,000 yuan subsidy for epidemic, and 4,800 yuan after the discount, and is limited to participating students this month.

Teacher Chen also mentioned that students can open studios, stores, and beauty salons after studying light medical beauty courses.

However, the feedback obtained by the reporter's consultation is that different from the living beauty institutions, and medical cosmetic institutions involving liposuction and rhinoplasty must have a medical institution practice permit, and those who perform surgery must hold a physician qualification. Certificate and physician practice certificate, the main doctor responsible for medical aesthetics must have the conditions for medical aesthetics.

Such medical beauty training institutions are not a case.

According to the online search, the reporter added a staff member of another medical aesthetic training institution. The WeChat was named A International Medical and Aesthetic Training Center. When the reporter said that he wanted to consult a micro plastic surgery course, Mr. Yang sent a name " Documents of micro -whole science class ".

The document shows that the micro -complete class lasted for six days and six nights, including injections, line carving courses, no trace double eyelid courses, facial feng shui courses, medical aesthetic counsel courses and marketing courses. Among them, injection courses involve botulinum toxin injection, hyaluronic acid filling, fat -dissolving needle, beauty -plastic therapy, PRP autologous serum beauty anti -aging, 6D / 7D small face needle, human prenat injection, hi body and other projects and micro -plastic surgery techniques Post care, and prevention and treatment of micro -plastic complication.

In terms of price, Mr. Yang said that the tuition fee was 6,800 yuan. Now you can enjoy a discount of 1,000 yuan to sign up for 200 yuan. Teacher Yang also mentioned that they have their own plastic surgery hospitals, and their lectures are also carried out in their hospital. During their studies, they will provide free hotel accommodation for students.

When the reporter emphasized that he had never been in contact with the beauty of the medical, and was not a medical profession, Teacher Yang said that most of the students were zero -foundation. In the church, they could ensure that the students could operate customers independently after graduation.

The reporter asked Teacher Yang that the lack of relevant licenses and certificates had an impact on opening a store. Teacher Yang said: "Plastic surgery hospital needs a medical institution to operate a license. It is not a doctor in the hospital, and you do not involve some projects of surgery. If you simply micro -plastic surgery projects, in fact, you can reasonably avoid some risk issues. "

Teacher Yang said that many studios and beauty homes now come with micro -plastic surgery projects. It is impossible for them to have medical business certificates or physician qualification certificates, but isn't they all operating normally? "You have to avoid some later problems yourself, for example, the most basic, don't store medicines in your store, even if the relevant departments come to check you, you can't find out anything. These are the knowledge points. At that time Tell you. "

Heart of beauty in everyone

But don't be wrapped in "cosmetic heat"

Get rid of unnecessary "appearance anxiety"

Digging inner beauty is more important

Source: People's Daily, rule of law Daily (Reporter: Zhao Li intern Feng Hanzheng)

- END -