Consuming Africa: safari aesthetics in the Johannesburg beauty industry

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2021-06-11 DOI:10.1080/10253866.2021.1935901

Nicky Falkof

引用次数: 2

Abstract

ABSTRACT This article considers the way in which high-end beauty services in Johannesburg use a particular notion of “Africa” to brand themselves. Globally, the beauty industry is designed around an idea of indulgence, with pampering posited as a means of self-care, survival and joy. Marketing for beauty destinations often draws on an Orientalist idea of the “mysterious east,” invoking the stereotyped serenity of locations like Bali to offer bite-sized consumable contentment to clients. While it retains this focus on self-care as a practice of happiness, the burgeoning luxury industry in South Africa has seen the development of a new local aesthetic that treats the continent as an exotic landscape filled with healing plants and local wisdom. The article analyses the websites and physical salons of three high-end Johannesburg spas order to discuss their visual and textual representations of a mythic Africa as a site for luxury, indulgence and post-feminist self-care.

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消费非洲:约翰内斯堡美容业的狩猎美学

本文探讨了约翰内斯堡的高端美容服务如何利用“非洲”这一特殊概念来打造自己的品牌。在全球范围内，美容行业是围绕着放纵的理念而设计的，纵容被认为是一种自我护理、生存和快乐的手段。旅游胜地的营销通常会借鉴“神秘的东方”的东方主义理念，唤起巴厘岛等地方的宁静，为客户提供一口即可消费的满足感。尽管南非的奢侈品行业仍然把自我保健作为一种幸福的实践，但它已经看到了一种新的当地审美的发展，这种审美将非洲大陆视为充满治愈植物和当地智慧的异国景观。本文分析了约翰内斯堡三家高端水疗中心的网站和实体沙龙，以讨论它们对神话般的非洲作为奢侈、放纵和后女权主义自我护理场所的视觉和文本表现。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.