The Challenge: As consumers’ cosmetic surgery options increase, so too does their confusion about which ones can best meet their needs. To get answers, many turn to the Internet first—but with so much information on the Web, they often struggle to find specific, reliable information on the most appropriate cosmetic procedures for their stage of life and beauty goals. As they search, many also do not understand the importance of consulting with a qualified plastic surgeon for personalized, expert advice. Client Approach: The American Society of Plastic Surgeons (ASPS) and the American Society for Aesthetic Plastic Surgery (ASAPS)—the world’s largest associations of board-certified plastic surgeons—formed the Cosmetic Surgery Alliance to help consumers make educated choices about cosmetic medicine procedures and providers. To help consumers navigate the cosmetic medical landscape, the alliance defined four levels of cosmetic medical care as well as the most common cosmetic concerns—and the most effective procedures—in each stage of life. Enter Reingold: Reingold packaged the alliance’s consumer information in an engaging patient guide—Beauty for Life—that charts the aging process and most popular cosmetic surgery procedures from the teen years through the 60s and beyond. This handsome booklet reaches thousands of patients in their doctors’ waiting rooms, but to reach a vast new online audience Reingold transformed the guide into a dynamic website. It features a confidential, interactive quiz to match information about each visitor’s age, appearance, beauty regimen, lifestyle, and body image with facts and images that reveal how they can look their best at any age. Solution: Visitors to the Beauty for Life website (www.BeautyforLife.com) receive a personalized plan with advice on both lifestyle changes and cosmetic medical procedures that can help them achieve their personal goals. Visitors who complete the quiz may also sign up for Beauty for Life emails with the latest news about the cosmetic procedures that interest them most. And a “refer a friend” tool gives them an easy way to share the website with friends and family—generating viral outreach that money can’t buy. BeautyforLife.com BeautyforLife.com personalized plan