Reimagining Beauty: Digital Consumption Practices in a Disrupted World
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Abstract
Objective: the COVID-19 pandemic profoundly disrupted societal norms, reshaping daily routines and consumption practices by blurring the boundaries between personal and public spaces. This study examines how beauty consumption adapted to these disruptions, focusing on the role of digital platforms in fostering self-expression, self-care, and social interaction. Methods: using practice theory as a framework, we employed netnography, in-depth interviews, and archival analysis to explore the interplay between digital tools, self-presentation, and consumer behavior during the pandemic. Results: our findings highlight three key triggers — perception of free time, domestic social exhibition, and insecurity with new routines — that drove the adaptation of beauty practices. Consumers prioritized mental health and self-presentation in digital spaces, embracing new at-home routines facilitated by tools like social media tutorials and virtual try-on technologies. Social media influencers encouraged experimentation, while brands adapted their strategies to promote DIY solutions and align products with emerging values around self-care and virtual presence. Conclusions: this study extends the literature on consumption disruption, offering a framework to understand the coevolution of consumer practices and market adaptations in digitally mediated contexts.
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Morais, I. C. de, Nascimento, T. C. do, & Tayt-son, D. B. da C. (2025). Reimagining Beauty: Digital Consumption Practices in a Disrupted World. Brazilian Administration Review, 21(Supplement), e240111. https://doi.org/10.1590/1807-7692bar2024240111
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Holliday, R., & Cairnie, A. (2007). Man made plastic: Investigating men’s consumption of aesthetic surgery. Journal of Consumer Culture, 7(1), 57-78. https://doi.org/10.1177/1469540507073508
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Juvêncio, J. (2020b). Make *PODEROSA* para SAIR da *BAD* com *BARATINHOS* | DAPOP. YouTube. https://youtube.com/watch?v=Gopq3yObP4k
Kapoor, V., Belk, R., & Goulding, C. (2022). Ritual revision during a crisis: The case of Indian religious rituals during the COVID-19 pandemic. Journal of Public Policy & Marketing, 41(3), 277-297. https://doi.org/10.1177/07439156221081485
Kim, T. H., & Choi, M. O. (2023). Effects of Covid-19 skin changes on cosmetic consumption form-focusing on adult men and women in their 20s and 50s. Journal of the Korean Society of Cosmetology, 29(2), 421-429. https://doi.org/10.52660/JKSC.2023.29.2.421
Kirk, C. P., & Rifkin, L. S. (2020). I’ll trade you diamonds for toilet paper: Consumer reacting, coping and adapting behaviors in the COVID-19 pandemic. Journal of Business Research, 117, 124-131. https://doi.org/10.1016/j.jbusres.2020.05.028
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