Eternal Youth

Client
Eternal Youth, the non-invasive surgery rejuvenation centre in Alderley Edge, Cheshire, wanted a greater share of attention among media titles read by women interested in cosmetic procedures. Given the clinic’s catchment happened to be the millionaire capital of the UK – WAG Central – we felt our client had every right to be demanding.

Idea
After a detailed, though non-practical, education in the non-invasive techniques offered by Eternal Youth, Results PR identified how the target demographic might perceive the procedures.

For every successful treatment, we advised, there’s often a neatly branded condition. After all, British women have famously tackled the ‘muffin top’ and battled the ‘bingo wing’. So what other conditions needed naming and shaming?

We discovered a problem regularly treated by our client, yet never properly branded, were the folds of flab extruding under the armpits, typically manifested when an older bridesmaid is forced to wear an unflattering strapless dress.

The team realised it had a new foe in the fight against fashion flab, a condition that could only be described as ... wait for it ... The Bridesmaid’s Bulge.

To the client the problem was one of anterior ancillary fat pads, treatable with Vaser Liposelection. But our definition was accepted with good grace...

Results 
A wide range of media titles joined us in outing the latest offensive wobbly bits, as part of Britain’s fight against flab.

“Whaddaya mean, never heard of it” the Sunday Mirror gently castigated its readers, helpfully pointing out a) even Naomi Campbell suffers from Bridesmaid’s Bulge and b) it’s also called Armpit Tit.

The Scotsman was no less excited, damning Bridesmaid’s Bulge as a “post-millennial affliction”, thus unwittingly implying women didn’t have armpits before the year 2000. They also told readers news of the affliction had reached them via the Ministry for Female Insecurity. 

Other media titles keen to tackle the Bulge included BBC Radio Lancashire and TV station, Channel M, in Manchester, both of whom interviewed Eternal Youth supremo Dr Paul Cronin. Other coverage included the Daily Express and Brand New You magazine.