A SCIENTIFIC APPROACH TO BEAUTY: ANALYZING AVOSKIN’S SKINCARE TERMINOLOGY AND INGREDIENTS

Abstrak

Language plays a pivotal role in the beauty and skincare industry, particularly in conveying product benefits, scientific ingredients, and their effects on the skin. This study investigates the specialized lexicon used in skincare guides authored by leading beauty professionals, focusing on the intersection of scientific terminology and emotive language. Drawing upon previous research, particularly (Widyasari, Hawa, & Ardini, 2022) semantic analysis of beauty terms, this study narrows the scope to skincare. By analysing terms like Salicylic Acid, Marine Collagen, and Niacinamide, the research highlights how such language bridges the gap between technical knowledge and consumer engagement. It also examines how emotive descriptors like “soothing” and “radiant” enhance trust and appeal, connecting with consumers emotionally while maintaining credibility. The findings underscore the importance of language as a tool for shaping consumer understanding and engagement in the skincare industry.