Big business
Cosmetic surgery is a growing industry. In 2014, over 20 million cosmetic procedures were performed the world over. East Asia seems to be leading the trend for plastic surgery. Customers from South Korea accounted for almost 5% of all cosmetic procedures. 86% of those pursuing cosmetic surgery are women. The most popular cosmetic procedure among men is eyelid surgery, with over 1.4 million going under the knife in 2014. In many parts of East Asia, plastic surgery is almost irrevocably embedded in the culture. Like skin-lightening in the Indian subcontinent, procedures erasing distinctive ethnic features, such as eyelid surgery and rhinoplasty, are also prevalent in the far east of the Asian continent. In China, plastic surgery to reduce and shape the nose, enlarge the eyes, and sharpen the chin are popular among teenagers. In this country alone, industry revenue for cosmetic procedures exceeded $130 million in 2014, and enjoyed annual increased of 13.6%. Unsurprisingly, advertising is a key driver of procedures. One campaign in particular has ignited an online storm.
Picture perfect?
Plastic surgery among teenagers is already popular in China, but in this Taiwanese advert, the children’s appearances are the butt of the joke. The advert by a company called Simple Beauty shows parents with children whose features have been distorted for comic effect. The eyes have been shrunk, their nostrils have been enlarged, and their mouths distorted. Conversely, the parents are shown as having the ‘ideal’ features those seeking plastic surgery are seeking, wide eyes and a shapely nose. The caption of the photo translates as ‘the only thing you’ll ever have to worry about is how to tell the kids’.
The advert, which was created three years ago, has been at the centre of a controversy. But not for the reason one might think. Rather than the distortion of children’s appearances to make light and advertise cosmetic surgery, the controversy lies around Heidi Yeh, the model portraying the mother.
‘A living hell’
Several other cosmetic surgery clinics began to use the image, and it began to be widely circulated. The photo went truly viral once a purported scandalous back story emerged. It was alleged that the photograph in fact portrayed a real family, and Heidi Yeh was part of a real married couple. The story centred around Heidi Yeh. It was claimed that the model underwent substantial cosmetic surgery, and then married her unsuspecting husband. After seeing the children, the husband apparently realised her deceit, and was suing her for the deception. These rumours were widely reported, and Heidi Yeh alleges that they are the reason her career has come to a standstill, and made her life a ‘living hell’.
Legal action
Stating that the advert and its continued use has caused her untold emotional trauma and financial hardship, Heidi Yeh took the decision to sue. Clearly, suing everyone who has shared the image was not an option. Estimating her lost earnings at 5 million NTD ($155,000), Yeh decided to sue both the cosmetic surgery company that commissioned the photos, and the ad agency behind it. Yeh claims that the contract stated the photo would only be used in print, and attributes the emergence of the back story which made her a meme to its alleged unauthorised use online. The talent agency claims they have absolute copyright privileges, and is prepared to counter sue for damage to its reputation. The battle over this image will likely not be over any time soon.
