“A Mary Kay é pra todo mundo, mas nem todo mundo é pra Mary Kay”: as consultoras e as subjetividades reconfiguradas pela lógica do pós-celetismo

Abstract

This thesis aims to understand the experiences and trajectories of consultants and directors associated with Mary Kay, a direct sales cosmetics company, from the postCLT (Consolidation of Labor Laws) perspective. It seeks to identify whether there are processes of reconfigurations of the workers' subjectivities in favor of the entrepreneurship imaginary, as well as the justification of independence and autonomy in the process of linking the workers and the aforementioned company. To this end, 13 (thirteen) interviews were conducted using the Oral History methodology. If the postCLT order presents itself as an alternative to socially protected employment, especially from the new economic order rationale dimensioned by neoliberalism, the experiences of the interviewed Mary Kay consultants and directors reason the complexity of labor relations that escape traditional employment links and present new contours to the ways of understanding work. Engagement, meritocracy, autonomy, and freedom are principles and values shared by Mary Kay that, in addition to characterizing post-CLT practices, stand out for being constantly associated with the idea of femininity and a purported pink world. Part of the narratives presented precisely reproduce the articulation between the representation of post-CLT and the notion that Mary Kay presents itself as an alternative that not only transforms lives from an economistic perspective but also by the very assimilation of values related to entrepreneurship, commonly represented by the idea of freedom and autonomy.