Selling eyeliners is one thing… but surgery? How Transform’s latest ad fails to see below the surface

I’ve been tardy with the ol’ blog recently. I’ll be the first to admit it. I was thinking of writing about my work on the recent Trainspotting Live, or the fact that I’ve just left the BBC after more than four years to start at Twitch tomorrow.

And yet, this is what has compelled me to delay my latest attempt to complete Final Fantasy XIII and only half pay attention to the latest love of my life (Gilmore Girls on Netflix). An advert printed in the back pages of Glamour magazine.

In it, 22-year-old London-based fashion blogger That Pommie Girl describes how her recent “boob job” (and yes, because it is aimed at her readers – women of her age or younger, it actually uses that phrase), has made her “love her body”, something bloggers are known for. They’ll post paid for ads for products with names like “Boo Tea” on Instagram promoting speedier metabolisms and “detoxification”, or 24 products at once for a “natural look” on YouTube. And while I’m not saying this is 100% harmless (the thought of me – with my mountain of loose leaves piled up in the corner of my kitchen – purchasing a tea for anything other than the fact it tastes good makes me shiver), it’s nothing compared to surgery.

This woman has been given a free major uncessary  surgical operation – and in my book, that’s something that’s both invasive and requiring the patient to undergo general aesthetic – and most likely been paid a lot of money to do so; she’s been paid to be cut open, stuffed, and to promote this to her young followers. Lest we forget, there’s a reason why bloggers and social media stars are called influencers. She’s someone people aspire to be. Her lifestyle is what her followers yearn to have. And her lifestyle now involves major surgery so she can like herself.

Let’s face it; a lot of young people aren’t comfortable in their own bodies yet. I have a strong body which I’ve worked hard on (I’m not ripped or anything like that, but I can hold my own in a boxing class) and, at the age of 27, I still check how much my stomach sticks out in the mirror when I wake up. I’m not That Pommie Girl’s target audience, and yet I still bought the aforementioned copy of Glamour because it came with a free Benefit eyebrow gel. (And I already own a similar one from L’Oreal that works perfectly fine.)

I decided to do a Google to find out a bit more and discovered the Advertising Standards Authority have actually banned the TV version of the advert, although you can still view videos of Sarah Ashcroft (the blogger in question), on Transform’s website.

There’s a few disturbing things about the advert, which you can view by accessing the last hyperlink. Firstly, Ashcroft explains that she never experienced anything she’d describe as “pain” (aside from back pain). Not immediately post operation or during the aftercare period.

“In terms of recovery I still couldn’t really believe it. I had geared myself up for a lot of pain when there wasn’t really any at all. I remember feeling incredibly drowsy, but aside from that the healing process was pretty straightforward, with the major inconvenience being a support bra due to the neck and back pain from my new posture.”

Surgery is going to be different for everyone, but this advertorial really does go out of its way to emphasise “no pain, all gain”.

And probably the part I find the most shocking of all, Ashcroft implies that her career has been progressed by the operation:

“It really has changed my life and cliched as it sounds, I feel like a new person with a newfound confidence and love for my body. Now, I can be as experimental as I want to be with my style; something I always wanted and I feel like my blogging has come on leaps and bounds too.”

Breasts “enhanced”, she can now wear different clothes and write better! Us women had better all sign up for surgery so we can have enough confidence to ask for a big enough pay rise to start paying back our surgery loans and wear the contractually obliged high heels, skirt and at least five items of noticeable make up to the office..

This advert probably concerns me most of all because it suggests that we still associate the idea of physical perfection – or a marketer’s idea of it – as a key to success. Why be comfortable with what you have, when the path to success is the physical embodiment of some ideal dreamed up by someone else who managed to make it catch on years ago? Already successful enough to attract Transform in the first place (and no doubt, other businesses wanting to work with her), why would Ashcroft (and a bunch of others profiled on the website) take such a drastic step?

And why – in heaven’s name why – would Glamour run this irresponsible advert? For financial gain? Don’t they have some semblance of a duty of care for their younger readers? It’s enough to make me ignore next latest lucrative freebie issue and pay full price (for a cheaper copycat version of the same product).

Monikh Dale, another featured blogger who Transform have given a “lip enhancement” explains on the site that “I wanted to be the best version of me I could be” – the same slogan that the Army are currently using in their latest recruitment campaign. But don’t get me started on that one, or I’ll never find out if Rory and Jess get together. (Gilmore Girls. Seriously – you need to watch it!)

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