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December 8, 2025Consumer Psychology ReviewOpen Access

The double bind of beauty work

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Authors

RSRosanna SmithLYLinyun W. Yang

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Overview

This analysis reveals the tension in beauty work affecting consumers, highlighting agency and sociocultural factors in marketing.

Key Points

  • Consumers face conflicting pressures regarding beauty work, balancing societal beauty standards with personal authenticity.
  • The analysis underscores the moral appraisals linked to beauty, including perceptions of laziness and vanity.
  • Utilizing a conceptual framework, this research addresses the sociology of beauty and the implications for marketing practices.
  • Understanding beauty work has significant ramifications for consumer behavior and marketing strategies in today’s society.

Cite This Study

Smith et al. (2025) studied this question.

synapsesocial.com/papers/693624984fa91c937236c03bhttps://doi.org/10.1002/arcp.70005
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