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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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Conclusion: Youth, Gender and Fashion Globalization

Conclusion: Youth, Gender and Fashion Globalization

(p.156) Conclusion: Youth, Gender and Fashion Globalization
The Beauty Trade

Angela B. V. McCracken

Oxford University Press

This chapter returns to the research questions posed in the introduction. The chapter concludes that norms of gender are changing; beautification is more important to gender socialization than ever, is more reliant on artifice, and is labor-intensive, diverse, and global. Beauty products, ideals, and images circulate through media and industry marketing, but also through the reproductive economy, where word of mouth, family, and friendship are as important as fashion magazines. Who benefits from the globalizing beauty economy is structured by the pronounced gendered division of labor within the beauty industry, and between it and other industries. As has been documented in other industries, and despite women’s overwhelming participation in beauty commercialization, masculinities are generally rewarded over femininities. Additionally, the most valued femininities are momentarily, if at all, achievable ideals of youth and beauty. The chapter concludes with suggestions for further research in Mexico, globally, on beauty, and with youth.

Keywords:   beauty economy, gender, youth, gendered division of labor, masculinities, femininities

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