The Dark Side of Employer Branding – Aesthetic Labour and Employer Attractivenessin the Beauty and Cosmetics Industry

This study explores the impact of Aesthetic Labour on employer branding within the cosmetics industry. Traditionally, beauty and cosmetics firms are associated with positive connotations such as elegance, glamour, and attractiveness, driven by professional marketing strategies. Aesthetic Labour, the employment of workers who visually represent the company’s brand image, extends beyond customer-facing roles to influence the overall company image and employer brand. This thesis investigates how these Aesthetic Labour practices shape perceptions and expectations of prospective employees, particularly focusing on Generation Z, who prioritize diversity and inclusion. Through semi-structured interviews with twelve Generation Z employees and former employees of well-known cosmetics firms, this research uncovers the dual nature of the industry’s employer branding, one being the glamorized image that is carried to the outside, the other highlighting the downsides of the glamorized effect. While a polished, glamorous image attracts applicants, it often leads to unrealistic expectations about the work environment. The study finds that although employees experience a supportive and enthusiastic work culture, they also face internal pressure to maintain a specific aesthetic standard. This pressure, albeit not officially mandated, is perpetuated through internalized norms and possibly biases in the hiring process. The findings reveal that Aesthetic Labour practices influence employer attractiveness by creating a desirable but often unattainable image. This study contributes to the understanding of Aesthetic Labour’s role in shaping employer brand perceptions, highlighting the need for cosmetics firms to balance their branding strategies with inclusive and diverse employment practices to meet the evolving expectations of the modern workforce. Keywords: aesthetic labour; employer branding; cosmetics industry; generation z