Proceedings of the 10th International Conference on New Findings in Humanities and Social Sciences, 2024
Year: 2024
DOI:
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Problem-Solving in the Skincare Industry: An Analysis of Neutrogena and The Ordinary’s Instagram Content
Munaza Hasan Nasir, Rabbia Yusuf
ABSTRACT:
This research focuses on the innovative and strategic use of language and imagery by Neutrogena and The Ordinary to promote their cosmetics products on Instagram and how these products are portrayed as tools for improving appearance within the context of social media pressure on women to continuously work on themselves. The methodology employed was a discourse analysis of Instagram content as posted by the aforementioned companies between September 1, 2022, and October 31, 2022, using Micheal Hoey’s framework regarding the problem-solution relation. It was found that these companies frame the use of their products within a larger context of self-care or self-improvement, urging customers to purchase skin care to “solve” what is implied to be a “problem” in terms of their natural self, mostly targeting dull, dehydrated, dry skin, anti-ageing, and acne. Additionally, they also propagate other schemes, such as the scientifization of cosmetics goods, and creating a link between beauty and health through the content, to instill within women that self-enhancement and freedom lie within the consumption of cosmetics products. Therefore, it is necessary to bring attention to the language of these advertisements that propagate ideas regarding beauty standards among consumers. This paper can offer critical perspectives on modern phenomena such as digital marketing and social media.
keywords: skin care, Neutrogena, The Ordinary, cosmetics, discourse, problem solution framework