Keele Research Repository

This paper draws on qualitative survey and interview data with 72 participants focusing on feminine body and beauty work practices in the UK’s first Covid-19 ‘lockdown’ in 2020. The data suggest that the affective dimensions of beauty were intensified, accelerated, and expanded during this period. Feminine beauty and body work was deployed to produce desired affects: namely positivity, productivity, and the elimination of stress and anxiety.
I argue, therefore, that beauty practices became oriented less around aesthetic labour – the work of improving and maintaining appearance – and more explicitly and substantially a project of affective labour – the deep feeling work of generating and maintaining a disposition that aligns with the needs of capital. Using the lens of affective labour provides insight into the way that the affective harms of the pandemic crisis were individualised and managed by feminine selves through practices of beauty and body work.
Participants’ affective labour projects produced two interrelated sets of immaterial outcomes. First, they helped maintain a ‘market ready’ set of positive and productive dispositions that were particularly crucial for those subjects in heightened conditions of precarity, insecurity or isolation. Second, affective labour was key to the deeply gendered, racialised and classed moral formulation of the ‘good’ pandemic citizen who would, and could, follow the directive to ‘stay at home’ in order not only to care for themselves and others, but to use the ‘opportunity’ of lockdown to transform and improve the self.