4D the Cost of Looking Natural: Why the No-Makeup Movement Led Consumers to Buy More Beauty Products

Although the social media driven “no-makeup movement” rejected the use of cosmetics, we find that the movement is associated with increased consumption of makeup. This is due to the tension that arises between the desire to be attractive and the social penalization that comes with overt effort towards one’s appearance.


Rosanna Smith, Elham Yazdini, Pengyuan Wang, and Saber Soleymani (2019) ,"4D the Cost of Looking Natural: Why the No-Makeup Movement Led Consumers to Buy More Beauty Products", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 991-991.


Rosanna Smith, University of Georgia, USA
Elham Yazdini, University of Georgia, USA
Pengyuan Wang, University of Georgia, USA
Saber Soleymani, University of Georgia, USA


NA - Advances in Consumer Research Volume 47 | 2019

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