TNC experts and their role in the construction of standards on the beauty market

This article studies the social construction of beauty standards by transnational companies (TNCs). The authors raise the relevant question: how do the TNC experts influence on the formation of beauty standards among consumers of innovative cosmetic products? The company L’oreal and its team of beauty experts L’oreal Professionnel in St. Petersburg are chosen as an empirical object. The research method is the economic and sociological approach of L. Karpik. According to this approach, the beauty market is viewed as a market of singularities, which is regulated by expert opinion, network and professional coordination regimes. Thus, when creating an institute of experts, the transnational company gives its affiliated specialists the necessary social status of an expert, which is subsequently reinforced by the consumers' trust. In fact, while pursuing a global approach to the beauty rituals, TNC experts act as promoters of cosmetic products. They design beauty standard in terms of grooming, innovation, universality, accessibility, efficiency, and environmental friendliness.