Consuming Beauty, Constructing Blackness: A Constructivist Grounded Theory Analysis of Racialized Gendered Embodiment Practices Through Shampoo Product Descriptions

Abstract

The racialized gendered body in consumer culture invokes the construction of identities and representation of beauty through embodiment practices. As companies hone in on consumer racial marker distinctions to enhance uniqueness as otherness for profit, an analysis of hair products marketed for Black hair textures provides an opportunity to analyze how products use these at the intersection of race, gender, and beauty. This study uses constructivist grounded theory to analyze the product names and long descriptions for 124 shampoos marketed for Black hair textures on the websites of two major retailers to answer the following questions: What message does the discourse of shampoo product descriptions marketed to Black hair textures communicate about beauty? What message does the discourse of shampoo product descriptions marketed to Black hair textures communicate about Blackness? How does this discourse define the embodiment of Black beauty through hair? The results reveal that the racialized gendered body in consumer culture invokes the construction of identities and representations of beauty through embodiment practices. Through advertisements and product descriptions, beauty companies create ideal images of the lived experiences achieved through consuming beauty products. By constructing visual interpretations of racial signifiers through text, marketing strategies encourage the consumption of otherness, creating a racialized space for Blackness consumption. Combining the five senses with the descriptions of shampoo products marketed for Black hair textures helps us see how beauty embodiment practices reinforce racialized and gendered practices to subjugate the Black body.

Citation

Daye, S.D. (2024), "Consuming Beauty, Constructing Blackness: A Constructivist Grounded Theory Analysis of Racialized Gendered Embodiment Practices Through Shampoo Product Descriptions", Hernández-Medina, E. and Maíllo-Pozo, S. (Ed.) Embodiment and Representations of Beauty (Advances in Gender Research, Vol. 35), Emerald Publishing Limited, Leeds, pp. 177-195. https://doi.org/10.1108/S1529-212620240000035020