Women's Use Of Words In The Skincare Industry

In advertising, companies are limited to the amount of words they can use without losing the attention of the individual. When choosing these words, one of the most major considerations that companies have to take is how they will achieve the most impact upon their targeted audience. In the skincare industry, the target audience is usually within the female gender, either older or younger individuals. As women start to age, they start to feel less self confident and satisfied with their image and complexion. This is due to the realization that with age, comes wrinkles and impurities. However, it’s inevitable and a natural part of life. Companies use this to their advantage and overuse the idea of getting rid of those wrinkles that women

For instance, in the advertisement for StriVectin Line Transforming Melting Serum, they immediately express the motives for their serum in just the title alone with its powerful words, “Line Transforming Melting Serum”. The words “Anti-wrinkle” and “Wrinkle Recode” as well, are written across the front of the bottle and immediately draw women in and make them want to know more about this powerful anti-wrinkle product. Above the image of the bottle are the words, “Reduce the look of deep wrinkles IN JUST SEVEN DAYS.” Notice the part that is capitalized? That is the company's way to emphasize how quickly this serum works and transforms an individual’s looks. “In just seven days”, a common four word sentence seen on many ads across the skincare industry, but how is this justification proven? Does it really get rid of deep wrinkles in only a week? Shown at the top of the ad for a Neutrogena Moisturizer, are also the words, “Results in one week”. This product also promises to reduce fine lines and wrinkles on a woman's face. In Estee Lauder’s ad for their Rapid Firm and Lift Treatment, the words they choose to use through the whole ad clearly emphasizes the many benefits the product brings. It states its formula will overall, improve the skin on all parts and angles of a woman's face, not just