Plastic surgery

In 2011 more than 900,000 plastic surgery operations were carried out in Brazil, a number second only to the United States. New class C customers were a key factor in the increase in procedures, which were up nearly fivefold since 2001.

One way of transforming services like dentistry, surgery, or injections from a need that is not wanted into a want-need would be to market them as an aid to improving appearance and self-confidence.