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May 2, 2026Open Access

The Dark Side of Employer Branding – Aesthetic Labour and Employer Attractivenessin the Beauty and Cosmetics Industry

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Authors

SRSusanne Rautzenberg

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Overview

Explores how aesthetic labour shapes employer attractiveness in the cosmetics industry, highlighting its dual image.

Key Points

  • This research aims to understand the influence of aesthetic labour on employer branding in the cosmetics industry, particularly for Generation Z.
  • Conducted semi-structured interviews with twelve Generation Z employees and former employees of cosmetics firms.
  • Analyzed the perceptions and expectations regarding employer branding and aesthetic labour practices.
  • Identified a dual image of employer branding: a glamorized external image versus the internal pressures of maintaining aesthetic standards.
  • Revealed that while employees appreciate a supportive work culture, they feel pressure to conform to specific aesthetic norms.
  • Showed that the desirable brand image created by aesthetic labour can lead to unrealistic expectations about the work environment.

Cite This Study

Susanne Rautzenberg (2026) studied this question.

synapsesocial.com/papers/69f594e171405d493afffc5dhttps://doi.org/10.5282/jums/v11i1pp139-163
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