In a society defined by digital experiences, the online makeup tutorial democratizes the “American dream,” making it accessible to all—all who can find an audience of followers/subscribers, that is. It connects YouTube celebrities who promote makeup-challenge tags and offer advice to their subscribers/followers and helps bring individuals into a larger virtual community. It further promotes what constitutes intimacy in modern society via cross channel communication between “YouTubers” and interactive on-screen dialogue with channel subscribers, who can gain further “intimacy” with their makeup gurus through additional outlets like Snapchat and Twitter. Yet makeup tutorials are only the latest hot or controversial topic in a long history of changing cultural norms that include embracing or denouncing makeup in general or specific styles and uses. In many ways and during many cultural shifts, makeup has been socially significant both to individuals and the real or virtual communities to which they belong. “The Power of Makeup”: Evolving Commerce, Community, and Identity in the Modern Makeup Tutorial explores the changing role of makeup since the mid-20th century and the recent importance of the online makeup tutorial phenomenon as the latest catalyst for social change.

Please submit proposals for essays that explore makeup’s relevance for or relationship to the following:

• Gender (men/women in makeup)
• Identity construction
• Online tutorials
• Fandom, global networking, and digital communities
• Product and personal branding
• Cultural norms
• The influence of specific makeup artists/influencers or celebrities
• Makeup as a tool for political and/or social commentary

Send your questions about the book or submit your brief description of the essay/chapter to Clare Douglass Little at douglac2@erau.edu. The chapter proposal should consist of a short abstract (200-250 words), chapter title, and brief biography highlighting your research interests and previous publications. All proposals must be received by November 6.