Resumo

GUZMAN CHAVEZ, Mauricio Genet. Lo más profundo es la piel: proxemia estilística y proceso de individuación. Rev. Mal-Estar Subj. [online]. 2008, vol.8, n.1, pp.33-70. ISSN 1518-6148.

In this article, we discuss the cultural dimensions of the cosmetic products consumption. Referring particularly, the case of the brazilian society. In first moment, the cosmetic consumption is used like a privileged category to analize the current debates of the social theory and the cultural studies on the body, person, styles of life, process of individualization and sociability versus sociality. In a second moment, sets a more inclusive definition of the "art of personal care", identifying cosmetic like mechanism "arti-factual" in which projects the ambivalent character of the policy of auto-care, at the same time, like a stylistic proxemy, hedonism joy founded in the social-share and the necessity to stay together mafesolian. This paradox, far from being solved, is taked through the notion of ethical-aesthetic of the cosmetic society, used in two basic ways: 1) like analytical resource to understand the logic of seduction, the modulation of the bodies and the discourses related to the ideal of beauty within the posmodernity and 2) like a conceptual bridge to analyze the posdisciplinar order and the changes in the policy of the bodies self-control.

Palavras-chave : Cosmetic; reflexivity; body; sociality; green consumer.

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