Transform Cosmetic Surgery Group is launching a major marketing push to reposition itself in the beauty sector. The comprehensive brand overhaul is being led by marketing director Cindy Simmons.
Simmons took over the role and joined the company’s board earlier this month after starting work as a consultant in February. She is leading a shift in strategy for Transform, the largest provider of cosmetic surgery in the UK.
A new advertising campaign aims to establish it as a beauty company and to broaden the perception of its offering away from its core breast operations. The company is looking to expand in the body and facial sculpting markets and non-surgical procedures for the over 40 year olds.
The work, created by Manchester-based agency Pravda, uses the strapline “Britain’s Most Trusted” in all executions
Simmons says the strategy is intended to reinforce Transform’s position as market leader; the company performs almost double the amount of surgical operations than its nearest competitor.
The press ads will break later this month in women’s weekly magazines, including OK, Hello! and Love It, and Sunday supplements such as You Magazine. The ads will be placed in the front section of the publications, rather than the classified section, where cosmetic surgery ads traditionally appear.
Simmons, who joined from Euro RSCG KLP, says online and outdoor campaigns are poised to launch and a television execution is being developed. The Group’s 22 clinics will also be rebranded.