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The Beauty TradeYouth, Gender, and Fashion Globalization$
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Angela B. McCracken

Print publication date: 2014

Print ISBN-13: 9780199908066

Published to Oxford Scholarship Online: April 2014

DOI: 10.1093/acprof:oso/9780199908066.001.0001

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Beauty Has a Price: The Global Productive Economy of Beauty

Beauty Has a Price: The Global Productive Economy of Beauty

(p.116) Chapter 5 Beauty Has a Price: The Global Productive Economy of Beauty
The Beauty Trade

Angela B. V. McCracken

Oxford University Press

This chapter further ties local and global beauty economies, focusing on the productive economy of beautification. Using cosmetics as a window on the global productive economy, the chapter addresses two central questions: How do cosmetics circulate between the global economy and youth in Guadalajara, Mexico? Is the productive economy privileging some groups? The analysis discusses beauty commercialization, particularly the expansions in direct sales marketing and personal beauty services. The rapidly expanding direct sales industry is an overwhelming player in the global cosmetics industry. The service industry, from branding and marketing to consultation and makeup application, also plays an increasingly important role in how products circulate. The global productive economy of cosmetics is gendered in a way that provides opportunities to some women, but at the expense of recreating related hierarchies.

Keywords:   cosmetics, productive economy, direct sales, direct marketing, personal services

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