How salespeople´s makeup levels influence perceived authenticity – the moderating role of implicit of beauty

Abstract

Imposing regulations for makeup application among saleswomen can be part of a company’s marketing strategy to achieve positive customer outcomes. Previous research demonstrates that women applying transformative (extensive) vs. non-transformative makeup are perceived as inauthentic. This study investigates whether this perception is always accurate by examining the role of implicit theories of beauty on customers’ purchasing behavior. The results of the experiment show that entity beauty theorists perceive transformative makeup on saleswomen as inauthentic, resulting in lower purchase intention. In contrast, there is no effect on incremental theorists of beauty, as they remain indifferent to varying levels of makeup and perceived authenticity. Finally, based on the results of the study, management implications are provided.