The Effect of Beauty Work on Healthy Product Preferences: The Mediating Role of Fresh Start Mindset

ABSTRACT Consumers often enhance their appearance through beauty work. While prior research has primarily examined the effects of others' beauty work from an observer's perspective, less is known about how beauty work influences consumers themselves. Drawing on self‐perception theory, the current research demonstrates how engaging in beauty work shapes consumers' subsequent choices. Across five studies (total N = 1448), including one field experiment, we show that engaging in beauty work activates a fresh start mindset, which in turn increases consumers' preferences for healthy products. Study 1 provides field evidence for the main effect and demonstrates the mediating role of a fresh start mindset. Study 2 replicates this effect and shows that a general self‐improvement activity (e.g., reading a self‐improvement book) does not elicit the same effect. Study 3 shows that different forms of beauty work (e.g., make‐up and hair‐styling) generate similar effects, whereas no‐visibility personal care that does not involve visible appearance enhancement does not produce the same effect. Study 4 further shows that the effect is stronger when beauty work produces a salient perceived change relative to one's usual appearance. Finally, Study 5 shows that the effect emerges primarily among consumers with low self‐concept clarity. These findings suggest that healthy product marketers can strategically promote healthy options when consumers are engaged in beauty‐related consumption.