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A virtual community is a cyberspace built by groups of people who utilize networked computers to form and sustain a community through ongoing communications. Many such communities are structured around consumption interests. These communities provide both opportunities and challenges to marketers because of their potential effects on various aspects of marketing. We draw on the literature on consumer reflexivity and resistance in our netnographic study to understand how members of a virtual community in China become reflexive upon their consumption behaviors and questions the role marketing plays in promoting beauty products. Implications are discussed.