The Beauty Trade: Youth, Gender, and Fashion Globalization

Hardcover | February 17, 2014

byAngela B. McCracken

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The Beauty Trade takes seriously the frequently maligned and trivialized beauty economy, just as it has become one of the most important worldwide industries. Through the lens of beauty products, practices, and ideas of youth in Guadalajara, Mexico, the book analyzes whether and how beautynorms are changing in relation to the globalizing beauty economy. It looks at who benefits and who loses from beauty globalization and what this means for gender norms among youth. Weaving together fascinating ethnographic research on beauty practices, global political economy, and feministanalysis, the book presents a feminist analysis of the global economy of beauty.Rather than a sign of frivolity, the beauty economy is intimately connected to youth's social and economic development. Cosmetic makeovers have become a modern rite of passage for girls, enabling social connections and differentiations, as well as entrepreneurial activities. The global beautyeconomy is a phenomenon generated by young people, mostly women, laboring in, teaching, and consuming beauty.Globalization in the beauty economy is a phenomenon propelled by youth, eager for belonging and originality, using every mechanism at their disposal to look good. Contrary to popular wisdom, globalization in the beauty economy is not homogenizing beauty standards to a Western ideal; it isdiversifying beauty standards. The Beauty Trade explains how globalization, combined with youth's desires for uniqueness, is enabling the spread of a diversity of beauty cultures, including alternative visions of gender appropriate looks and behavior.

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The Beauty Trade takes seriously the frequently maligned and trivialized beauty economy, just as it has become one of the most important worldwide industries. Through the lens of beauty products, practices, and ideas of youth in Guadalajara, Mexico, the book analyzes whether and how beautynorms are changing in relation to the globalizi...

Angela B. McCracken is the Director of the the University of Southern California's Regional Office for Global Initiatives in Mexico.
Format:HardcoverDimensions:208 pages, 9.25 × 6.12 × 0.98 inPublished:February 17, 2014Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199908060

ISBN - 13:9780199908066

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Table of Contents

List of TablesList of FiguresAbstractIntroduction: Beauty as a Trade: Toward a Feminist Global Political Economy of Beauty1. Seeing the Global Political Economy of Beauty through Gender Lenses2. Here Comes the QuinceaOera: Isn't She Beautiful3. Princess Dresses, Sexy Dances, and Eyeshadow: The Construction of a Global Political Economy of Beauty through a Makeover4. Reproducing Beauty, Reproducing Gender in the Quince Anos5. Beauty Has a Price: The Global Productive Economy of Beauty6. Being Different: Contesting Gendered Norms Through the Global Virtual EconomyConclusionBibliographyAppendicesAppendix A MethodsAppendix B Youth Interview QuestionsAppendix B Adult Interview Questions