What cannot be commoditized for gift purchase these days?

Yes, plastic surgery via gift card. Need a new nose, mum? Here’s the card you’ll want for Christmas…

I noticed this PR Web press release tonight when surfing online — Rodeo Drive Plastic Surgery in Beverly Hills (the only plastic surgery center on world-famous Rodeo Drive) has unveiled its plastic surgery gift card.

If you read the article you’ll see some excellent writing and persuasion skills in action. Try this sentence:

“While the center has a discreet back entrance for Hollywood celebrities, it also provides procedures to people who never graced a magazine cover.”

Notice Cialdini’s social proof principle in action? Yes, this is the place Hollywood celebrities go to … how’s that for a powerful association. There are plenty of other sentences that also draw on the fact that plastic surgery is mainstream, luxurious, affordable and convenient.

According to the release, “The electronic gift card works for everything from consultations to nonsurgical rejuvenation with Botox and skin fillers to the center’s signature procedures such as tummy tuck, breast augmentation, and Beverly Hills liposculpture. It even can be used to give mom the renowned Rodeo Drive Mommy Makeover as a Mother’s Day gift. Gift card recipients are examined thoroughly to confirm their suitability for procedures.”

I still don’t think this tops Victoria’s Secret’s US$6.5 million diamond encrusted (800 carats) bra (Hearts on Fire Diamond Fantasty Bra) unvieled last Christmas!