PurposeThe purpose of this study is to propose a conceptual framework of beautification/modification services, to introduce the special issue on the topic “Mirror, Mirror on the Wall! Examining the Bright and Dark Side of Face and Body Beautification/Modification Services” and to provide a future research agenda.Design/methodology/approachBuilding on the available literature, the authors developed the “Nip and Tuck” service framework of beautification/modification services depicting the motives, benefits and outcomes while it identifies current industry trends.FindingsThe authors explore the antecedents and consequences (positive and negative) of consuming face and body beautification/modification services and integrate these in the “Nip and Tuck” service framework. In the framework, the authors acknowledge the critical role of new technologies such as augmented reality apps and the internet in enabling and transforming beautification/modification services into commodities. The framework also identifies the benefits consumers seek and derive from these services while it recognizes current trends that shape the industry. The authors conclude with a set of future research directions that arise from the framework and the papers in the special issue.Practical implicationsThe attained insights are useful to managers of beautification and modification services seeking to understand and satisfy their customers’ needs while securing their well-being.Social implicationsUnderstanding the role of beautification and modification services in consumers’ well-being is essential for business managers and policymakers.Originality/valueThe authors propose a novel, “Nip and Tuck” framework of face and body beautification/modification services and its key antecedents and consequences while considering both their bright and dark sides.
Editorial: the “nip and tuck” service framework: bright and dark side of beautification/modification services