Be yourself or rather be your Brand! Care of the Self as a Control Tool in a Cosmetics Firm

Claire Dambrin () and Caroline Lambert ()
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Claire Dambrin: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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Abstract: Care of the self, a technique for governing the individual in society, proves to be equally a control technique for the individual in the firm. In a firm dedicated to the cult of beauty, there is a blurring of the lines between employee and consumer individual. This blurring makes care of the self a control tool whose rising power over individuals is all the greater because it is nurtured and maintained by the individuals themselves

Keywords: Be yourself; Brand; branding; Control Tool; cosmetics (search for similar items in EconPapers)
Date: 2006
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Published in 2006

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00125686

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