在網路盛行，資訊快速傳遞的現代，對於愛美的女性來說，接收資訊唾手可得，因此，各大保養品牌推出不同行銷的方式，增加品牌的曝光度及建立「美」的權威性，進而吸引愛美的女性認同及購買其產品。 本研究以百貨專櫃保養品活動人員為研究對象；研究採用文獻探討與質性訪談的方式，將研究範圍分為中壢地區與信義地區，以情緒勞動、美學勞動的概念下，看見活動人員如何因應公司要求的形象角色及活動現場與消費者應對所展現出來的樣貌。研究中同時運用了文化中介者的架構，經由公司的教育訓練及面對不同「風格」的消費者，透過活動人員自身內化的方式，建立起「美」的權威形象，在消費者面前詮釋出，促使消費者與生產者有更好的連結。 研究發現，百貨保養品品牌活動人員的流動性非常的高，不是固定的全職職位，而是透過兼職的關係，流連在不同保養品品牌所舉辦的活動之間，去適應不同「風格」的品牌，不再被固有觀念束縛住，而是透過自身的經驗、品味累積，在消費者面前展示出來。其中，也包含了活動人員背後所隱藏的美學成本；因應流動及汰換率高的工作，活動人員要不斷地培養自身的能力，跟進最新的美妝、保養時事，同時兼顧內、外在，維持在最好的狀態，才能促進保養品品牌與消費者之間的連結。 ;In the modern era of fast information transmission, for women who loves beauty, they can receive information at their fingertips. Therefore, major maintenance brands have launched different marketing methods to increase the exposure of their brands and establish the authority of "beauty", so as to attract women who loves beauty to recognize and purchase their products. The study used literature and qualitative interviews to divide the study area into Chungli and Hsinyi regions. The study also used the framework of cultural intermediaries, through the company′s education and training and facing different "styles" of consumers, through the internalization of the event staff, to build up an authoritative image of "beauty" and interpret it in front of consumers, so as to promote a better connection between consumers and producers. Research has found that the mobility of department store and maintenance brand event staff is very high. Instead of a fixed full-time position, they work part-time and move between events held by different maintenance brands to adapt to different "styles" of brands, and are no longer bound by the inherent concepts, but rather showcase themselves to consumers through their own experience and taste accumulation. In order to promote the connection between beauty brands and consumers, event staff must constantly develop their abilities to keep up with the latest beauty and maintenance trends, while taking care of both internal and external aspects and maintaining the best condition.
