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

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