MS&L aids in cosmetic surgery push

CHICAGO: The Cosmetic Surgery Foundation (CSF) has hired MS&L as its first agency to address misconceptions about plastic surgery.

CHICAGO: The Cosmetic Surgery Foundation (CSF) has hired MS&L as its first agency to address misconceptions about plastic surgery.

Non-invasive procedures like Botox injections represent a growing field. Audiences that did not consider plastic surgery in the past now drive demand for them.

Nancy Brennan, MD of MS&L's Chicago office, notes that the effort will educate women and, to a lesser extent, men on what plastic surgeons do and who is qualified to do cosmetic procedures.

The firm will also target beauty influencers, from doctors in other fields to hairdressers and stylists.

The campaign will incorporate media relations, viral marketing, and branding elements.

Brennan declined to disclose further details, but noted that the goal is to direct potential patients to the CSF Web site and to get educational information into the hands of beauty influencers.

Terms were not disclosed, but Brennan called the work, which was won in a competitive bid, a "significant piece of business."

The foundation is the education and research arm of the American Academy of Cosmetic Surgery.

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