chapter  5
38 Pages

Look good, feel better

Promoting health in the beauty salon

The title 'look good, feel better' refers to the publicity for a project which runs in a hospital in one of the research sites. Patients in a cancer ward are given beauty treatments and offered advice on make-up and wigs, as cancer treatment can result in hair loss. The 'look good, feel better' programme aims to provide a 'confidence boost' to the patient through attention to the body. Although these treatments take place in a medicalised setting they are emphatically not about treatment in a bio-medical sense, but rather contribute to a general sense of wellness.