In a notoriously image-conscious society, the launch of First National Bank’s (FNB) plastic surgery loan last year in Lebanon made sense. Though some social controversy initially surrounded the idea of a bank facilitating cosmetic enhancement procedures, Lebanese consumers were quickly won over as their inner vanity saw new opportunities. FNB’s corporate strategy is to offer customized products for the Lebanese market, keeping in mind the consumer as well as the behaviors and needs of Lebanese society. Perhaps FNB was en pointe with the world’s first plastic surgery loan — hailing it as a way to “have the life you’ve always wanted,” however, may have been a bit of an exaggeration. Despite the sensationalism of that tag line, FNB has made its point: it is in the business of offering the Lebanese life-changing opportunities. Most recently, FNB introduced another new product to Lebanese consumers. Though it is not “the first of
