This paper explores the views of college going Women about the scientific and pseudoscientific claims made in advertisements for skincare products. Making scientific claims in beauty products is one of ways to promote the beauty benefits and to substantiate the efficacy of the product. It describes the ways in which cosmetic industry has tapped into wider cultural discourses around the science and technology in circulation, in which the value of scientific inquiry is constructed to lend legitimacy and authority to certain claims. Sample of skincare advertisements from the chain cosmeceutical stores between April to August in 2012 were chosen for the study. Information collected through three focus group interviews provides a context to understand the perception of college-going girls tall claims made in advertising for skincare products. The study found that some participants tended to accept the scientific and pseudoscientific claims made in the advertisements where as others were skeptical about the credibility of the claims. It implies those advertisers’ assumptions of an uncritical and passive consumer may be false because some consumers critically examine scientifically and pseudo-scientifically based advertising claims.
