Makeup Who You Are: Self-Expression Enhances the Authenticity of Beauty Work

Prior work has found that consumers who engage in beauty work can be viewed as inauthentic. We find that framing beauty work as self-expression enhances authenticity and product evaluations. Self-expression implicitly frames the true self in existentialist terms, leading the chosen (vs. natural) appearance to be seen as more authentic.


Rosanna Smith, Michelle vanDellen, and Lan Anh Nu Ton (2019) ,"Makeup Who You Are: Self-Expression Enhances the Authenticity of Beauty Work", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 850-851.


Rosanna Smith, University of Georgia, USA
Michelle vanDellen, University of Georgia, USA
Lan Anh Nu Ton, University of Georgia, USA


NA - Advances in Consumer Research Volume 47 | 2019

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