Scientised Lexes of Local Skincare Products

Asrofin Nur Kholifah


In mediascape, women are overrun by alluring beauty products which claims for their promising improvement to women appearance. Often the advertisements boost the connection between beauty and science. Even, contemporary western advertising is often saturated with references to DNA, cell coding, systems and formulas, in addition to scientific sounding ingredients such as hyaluronic acid, bioactive glycoproteins, and biotechnological peptides (Ringrow, 2019).This paper, thus, attempts to disclose these ‘scientised’ lexes of the local beauty products particularly skincare series as well as to reveal the use of scientific language as marketing strategies. The most top three popular brands, MS Glow, Scarlett Whitening and Somethinc serve the corpus. Focusing on the skincare series, the researcher picked out the data then interpreted them descriptively. The results demonstrated that these top three brands employed scientised lexes such as retinol/retinoid, Niacinamide, salicylic acid, Tranexamoyl Dipeptide-23 and hyaluronic acid most of which are perceptibly beneficial to solve aging issue. These products range from whitening day cream, night cream, serum, moisturizer cream, and toner. These scientific lexes are selected by the producers to achieve product authenticity, product efficacy and consumer reassurance. By these ‘scientifically magic’ ingredients, it helps boosting women skin for continual improved appearance. The motto of the MS Glow company which is the Magic for Skin, from which the MS derived, confirms this premise

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