The Plastic Surgery Co. Launches Online Consumer Destination: Idealme.com.

Business Editors

SANTA BARBARA, Calif.--(BUSINESS WIRE)--Jan. 13, 2000

Comprehensive, Interactive Online Source for Cosmetic Surgery and

Nonsurgical Cosmetic Procedures

The Plastic Surgery Co. (AMEX:PSU) (Web sites: www.theplasticsurgeryco.com and www.idealme.com), an emerging, national provider of practice development services and Internet marketing solutions for the plastic surgery market, today announced that it has officially launched its consumer Web site, Idealme.com, with the acquisition of Personique.com and the completion of its Phase I online capabilities.

Idealme.com is being built as the ultimate online cosmetic surgery and nonsurgical cosmetic procedure destination for the consumer market, which is estimated at more than 2 million cases per year. Its content and interactive services are supported by the company's 25 founding plastic surgery practices, which include 31 leading board certified or board eligible plastic surgeons across the country.

Phase I of Idealme.com has been designed to cater to the specific needs and interests of men and women. It provides extensive information on a full range of cosmetic surgery procedures and nonsurgical cosmetic techniques, guidelines for selecting and evaluating plastic surgeons, zip code-driven referrals to board certified and board eligible plastic surgeons, and procedure financing.

The Web site features an extensive gallery of pre- and post-procedure photographs and a computer imaging service through which the user can visualize his or her results. The online financing service provides credit approval within 24 hours.

The company completed its beta test of the site during the Fall of 1999, and drove preliminary traffic to the site through a 1/4 page advertisement in "The Plastic Surgery Supplement" in the 10/22/99 edition of USA Today, and a full-page, inside cover advertisement in Cosmetic Surgery Magazine, which is being distributed nationally through Barnes and Noble.

Despite the early stages of certain of the Phase I features in the beta period, the average visitor spent more than 40 minutes at the site. The company completed 60 financings prior to the official launch.

Phase II is expected to be completed by the end of the first quarter of 2000. It will provide online consultation services with the company's network of board certified and board eligible plastic surgeons; shopping for books, videos and, ultimately, a full range of skin care products; a bulletin board and chat room; and enhanced individual sites for the company's plastic surgery affiliates.

Traffic to Idealme.com will be bolstered following the integration of its recently acquired plastic surgery Web site, Personique.com. Personique.com was built by one of the company's founding plastic surgeons and has been logging more than 700,000 hits per month. It is expected to be fully integrated into Idealme.com by the end of January 2000.

Idealme.com is expected to drive referrals to the company's plastic surgery affiliates, who, through business service agreements, pay the company 10 to 15 percent of all practice net revenues. In addition, the Web site is expected to generate revenues directly from advertising, sales of high-margin skin care products, books and videos, and procedure financings. A minimal amount of revenue is anticipated from the Web site's computer imaging services.

The Plastic Surgery Co. is a Santa Barbara-based leading provider of practice development and Internet marketing services for the rapidly expanding cosmetic surgery industry. The company has business service agreements with an expanding network of board certified/eligible plastic surgeon affiliates across the United States.

Its practice development/marketing strategies include the 'best practices' of its affiliates, management's extensive experience in the industry and a robust consumer-oriented cosmetic surgery online destination. The Plastic Surgery Co. trades on the AMEX under the symbol PSU. For more information about the company see www.theplasticsurgeryco.com, and www.idealme.com.

Safe Harbor Statement Under the Private Securities Litigation Reform Act of 1995: With the exception of historical information, the matters discussed in this news release are forward-looking statements that involve a number of risks and uncertainties. Readers are cautioned not to place undue reliance on these forward-looking statements which speak only as of their dates. The actual future results of the company could differ significantly from those statements. Factors that could cause or contribute to such differences, include, but are not limited to, the risks involving: the continuing demand for plastic surgery procedures, the ability to successfully expand the practices of its affiliates, the ability to recruit other affiliates, the ability to secure financing for future acquisitions, the loss of key personnel, the impact of competition, changes in applicable governmental regulations and the effectiveness of the company's Web sites. For a more detailed description of a discussion of risk factors, see the company's prospectus, dated Dec. 2, 1999, a copy of which can be obtained from the company.