ISSN 2050-3717 Printed by Pensord Press Ltd, Blackwood, NP12 2YA CONSULTANT EDITOR Cheryl Barton Aesthetic Nurse and Managing Director, Aesthetika, Sheffield EDITORIAL BOARD Julie Brackenbury Aesthetic Nurse Consultant, Bristol Susie Byass Aesthetic Nurse Practitioner, Rejuvenating Solutions Ltd, Berwick Upon Tweed Annie Cartwright Advanced Aesthetic Practitioner and Director, Skin & Face Clinics Ltd, Cardiff, Wales Leslie Fletcher Aesthetic Nurse Specialist, USA. Founder of the InjectAbility Institute for Aesthetic Education Trudy Friedman Aesthetic Nurse Practitioner, Aesthetic Skin Centre Sarah Holness Clinic Director, Sarah Holness Aesthetics, Kent Yvonne Senior Advanced Aesthetic Nurse Practitioner, Independent Prescriber and mentor. Trainer and co-founder of PIAPA Nicola Webster Clinical Director and Aesthetic Nurse, Rejuven8, Doncaster Lynn Warren Clinic Director, The Retreat Beauty Clinic and Cosmedical Ltd, Leeds EDITOR: Natasha Devan natasha.devan@markallengroup.com GROUP CLASSIFIED MANAGER: Rachel McElhinney rachel.mcelhinney@markallengroup.com CIRCULATION DIRECTOR: Sally Boettcher PRODUCTION MANAGER: Jon Redmayne PUBLISHER: Anthony Kerr anthony.kerr@markallengroup.com ASSOCIATE PUBLISHER: Julie Smith COMMERCIAL MANAGER: Katie Smith katie.smith@markallengroup.com CHIEF EXECUTIVE OFFICER: Ben Allen MANAGING DIRECTOR: Jon Benson C onsumers have always been attracted by the idea of getting something for nothing, or as we say in Yorkshire ‘sumit fer nowt’. One of the best known marketing strategies is buy one, get one free, or BOGOF, which whether you say it quickly, loudly or under your breath, could be mistaken for swearing. BOGOF is synonymous with the pile ‘em high, sell ‘em cheap marketing concept, adopted by big supermarket chains in an attempt to sell customers more products. It seems to have made its first appearance in the UK sometime during the 1970s recession, at a time when food prices were very high. The term subsequently re-emerged in the late 1990s, led by the same supermarkets, this time in order to gain a competitive edge and advantage over each other in their determination to sell us even more food. In 2014, those very same supermarkets who introduced us to the BOGOF and its little brother, buy two get one free, were told in no uncertain terms by their Lordships to ‘move away from such offers’. Baroness Scott, chairwoman of the House of Lords European Union Committee, referred to offers such as BOGOF as ‘morally repugnant’ (Sky News, 2014). According to the Which? 2014 supermarket survey, Aldi is now the nation’s favourite supermarket, narrowly beating Waitrose, who held the best supermarket crown for years (Ellicott, 2014). Interestingly, Aldi has never used BOGOF. We are now familiar with the irresponsible use of the BOGOF in the aesthetic sector, where it has become common practice to advertise ‘buy one syringe, get one free’. But come on, get an extra one? And for free? Who could possibly say no? The BOGOF slogan, initially associated with dermal fillers, has also seeped into the illicit promotion of botulinum toxin type A. Buy one area get one free, buy two areas get a third free—a serious breach of advertising practice, not seen or tolerated with any other prescribed medicine in the UK or Europe. Furthermore, offering one syringe at half price or for free may mean that some offers are in breach of the Trade Description Act 1968, which states that ‘non-discounted prices should be the amount a product was sold at for 28 consecutive days immediately prior to it going on offer, while a product should not ordinarily be on offer for longer than it was at the higher price’. When it comes to marketing and advertising our clinics, we really have lots to learn and lots to lose. Most of us don’t employ full-time business/marketing managers, who can cite the Committee of Advertising Practice Code and Trade Description Act verbatim. Small independent practices are purchasers and providers in a sector where the tectonic plates of medicine and commerce grate; we face mounting competition and serve an increasingly knowledgeable patient. So when the sales rep approaches with a buy five get two free offer, what should we do? BOGOFs on stationery and consumables are fine, but medical devices? Wouldn’t it be more acceptable for manufacturers to take a page out of Aldi’s book by reducing single unit prices? Not only do BOGOF adverts risk violating The Trade Descriptions Act, but they also further reduce the value of the products, the service and ourselves as health professionals when we resort to running nothing short of a ‘no frills, fill ‘n’ freeze shop’. It is my view that the BOGOF has no place in any aesthetic nurse’s injectable product portfolio.
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