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  • Australian beauty retailer Aesop's award-winning Zurich concept store
    Aesop (2010) ©

More than mirrors: identity, beauty and changing cosmetics retail

We explore how retail environments have evolved to fit the consumer desire for a more holistic, scientific beauty experience.

Location Central - East Asia / Northern Europe / Western Europe

Now largely ‘demedicalized’, cosmetic surgery patients have become consumers who transform their bodies in pursuit of the ability to seduce. Conversely, the recent mainstream success of nutricosmetics demonstrates a trend within the beauty industry to brand bodies in a more holistic, scientific way.  As both ends of the spectrum move closer together, they demonstrate the understanding that beauty regimes and perceptions of the self are more than an effect of straightforward image consumption.