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In an effort to attract customers and be contemporary in their rewards for frequent fliers, Finnish airline Finnair has partnered with a Helsinki hospital to offer breast implants, facelifts, and hair replacement surgeries as a art of their customer loyalty programs.

With the use of special deals and giveaways rampant in the competitive plastic surgery market, Finnair joins an every growing group of businesses who peddle plastic surgery as if it was just another over the counter remedy.

In a world competing for the attention of the consumer, Finnair has found a way pique people’s interest in their airline and get some free publicity just by offering the creative ways to use frequent flyer miles. Though frequent flyers can still exchange their miles for upgrades, free hotel rooms, or consumer products, the diversity of their customers requires diversity in their reward offers in order to keep people in the air. Finnair has capitalized on the recent interest in cosmetic surgery in the hope that it will attract a new group of flyers by offering the cosmetic procedures as part of the Finnair Plus Loyalty Service. A free breast augmentation can be earned with 3.18 million points, roughly 120 round trip business class flights between Helsinki and New York. The program was created by Finnair together with the Nordstroem Hospital in Helsinki. Mikko Tuomainen, the director of loyalty programs for the arline said: “The idea was to incorporate partners and services from all walks of life.” The airline would like to expand the program so that it is not limited to just cosmetic procedures and includes other types of health care as well.

Though flyers still primarily use their points for the traditional offerings of free flights and hotel rooms, the trend toward plastic surgery rewards is a very real one. It stirs interest in the airline and creates a casual feeling toward the procedures so that they are no longer seen as serious medical surgeries with risks and rates of failure. Though the 4,640,000 flyer miles required to get a free facelift might be enough to send some customers to Finnair, the publicity of the offer itself is definitely enough to get people talking.

In these worrying and uncertain financial times every worker in every company will be doing their upmost to ensure that they have a secure future within their organisation; that they are fully trained and that their CV looks as good as it possibly can do.  One thing which most people will not consider, however, is just how much cosmetic surgery may be able to enhance and advance their careers. In these days where looks and image are everything, the pursuit of physical perfection may well be able to help you climb up to the next career rung of the ladder.

In China this is a mentality which is already taking off.  Doctors in Shanghai have spoken out, saying that graduates and jobseekers are now turning their attention to aesthetic bodily enhancements in order to give themselves an edge in the current competitive and dwindling jobs market.  The Los Angeles Times has quoted Dr. Liao Yuhua, the President of the Shanghai Time Plastic Surgery Hospital, as saying that “White-collar employees after being laid off are having surgery so they are more attractive for the job search.” This might seem like a wonderfully superficial solution to a deeply ingrained economic problem but it does have some sense in it; business, just like anything else these days, is a superficial, looks-obsessed arena. 

Facial rejuvenations are top of the list for these Chinese workers, with eyelid surgeries being undertaken to remove the telling signs of stress and tiredness and much more dramatic procedures such as nose-jobs and, in some cases, entire face lifts are also being sought.  It’s not just recent graduates who are trying to give themselves a cosmetic boost-up into the jobs market, older workers, who are finding that they are having to compete with people 10 to 15 years younger them as the jobs market shrinks, are now seeking treatments too. They are hoping to make themselves look younger and thus open the doors of more employers.

This trend has now seemingly spread to the United States with workers there also attempting to secure their next promotion, or indeed just keep their job, by making themselves more physically appealing. Perhaps the U.K will be the next stop of this latest plastic surgery craze. Rather than hearing Sir Alan say “your fired” he might just decide to say “your facelifted” instead!