The aim of this paper is to understand how the ideal of being an entrepreneur of oneself may be used as a means of control within the organisation. In this study, the path that leads to this ideal is seen throug Foucauldian concept of care of the self. A case study of the world leader in beauty products enables to analyse the techniques of care of the self that are practised within the marketing function and to shed light on the mechanisms that make care of the self a means of governing individuals in the organisation.
