#3920. The scientifization of “green” anti-ageing cosmetics in online marketing: a multimodal critical discourse analysis

September 2026publication date
Proposal available till 15-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Cultural Studies;
Language and Linguistics;
Linguistics and Language;
Communication;
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Abstract:
This paper examines the marketing of trending green cosmetic products containing natural ingredients and coming with claims to keep skin health-enhancing and age-defying benefits. This is fostered by the growing importance of successful ageing and the neoliberal self-care agenda. Adopting the notion of “integrated design” from Multimodal Critical Discourse Analysis (MCDA), this paper looks at the communicative affordances of the web and how marketers of “green” cosmetics connect these to science. The analysis shows that the integrated design of the webpages allows cosmetic companies to connote science while glossing over significant details, leaving causalities, classifications, and processes unspecified. This marketing frames fighting the “look” of ageing as a moral and ethical consumption choice. Such choices relate to self-care regimes.
Keywords:
Commodity feminism; green cosmetics; integrated design; multimodal critical discourse analysis; science communication; successful ageing

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