South Korea has earned a reputation as the world's plastic surgery capital, where the industry thrives on unrealistic advertising and only a third of patients are aware of the risks. The lack of transparency surrounding side effects contributes to 17% of patients experiencing lasting complications. Babitalk aimed to challenge this norm by promoting transparency, reshaping the conversation around plastic surgery, and prioritizing side effects awareness.

We broke new ground in Korea by launching Face The Fact, a one-of-a-kind dedicated side effects section. This feature enables users to share photos, clinic details, experiences, and receive community support.

Additionally, we integrated a cutting-edge, data-driven Side Effects Simulator to unveil potential risks for users contemplating procedures.

To amplify these innovations, we shared a captivating short documentary on Babitalk’s social media, spotlighting a bold social experiment that disrupted plastic surgery consultations using Before/After comparisons that displayed side effects on candidates' portraits.

Societal and cultural factors mean that many young South Koreans see cosmetic enhancement as their only way to get sought after jobs and get ahead in life. Moreover, South Korean females between the ages of 18 and 34 are also the most active users of apps like Babitalk. Therefore they are the right demographic to target for a new brand experience. Defying traditional business norms, we embraced side effects awareness as the brand’s core value. The strategy involved creating a unique platform for users to share their experiences, providing data-driven insights on potential risks, and engaging users with compelling content that highlighted the reality of plastic surgery side effects.

Babitalk became the first South Korean app to include a dedicated side effects section, allowing users to share photos, clinic information, and experiences. The data-driven Side Effects Simulator revealed potential risks for users considering procedures. To promote these features, a short documentary was shared on social media, capturing a social experiment that disrupted plastic surgery consultations with Before/After comparisons of side effects on candidates' portraits. These new features within the app combined with the documentary created a new form of engagement with our audience and generated cascade of firsts and all-time-highs for the brand.

A 25% drop in plastic surgery consultations though expected could have spelled trouble for BABITALK's business but users rewarded the brand for its honesty. We saw a 750% increase in monthly users, and the side effects section received over 1.6 million views. To date, more than 1.5 thousand side effects testimonials have been posted, shedding light on the reality of plastic surgery procedures. The documentary alone was viewed over 2.5 million times, with a campaign reach of approximately 58 percent of the target demographic aged 18-34.

As a result of our efforts, Babitalk not only surpassed the market leader in app downloads, but also fostered open conversations about side effects among competitors, ultimately transforming the industry's discourse and encouraging user caution. Babitalk's bold stance and dedication to user empowerment garnered widespread recognition and appreciation.