The field of metaphor research is an important field of research, not only for cognitive linguistics but for other fields as well, such as advertising. This paper shows how orientational metaphors appear in skin care, hair care and make-up advertisements. Before going into the research on orientational metaphors in magazine advertisements, the theory behind research on metaphor, orientational metaphors, cultural coherence, conceptualization of metaphors and metaphors in advertising is presented. The goal of this research is to determine the verbal and visual elements that appear in the advertisements as well as the different types of orientational metaphors used in the advertisements. There is a total of 21 advertisements from the following magazines: Elle, Vogue, Cosmopolitan, Marie Claire and Fashion Quarterly. The advertisements are then divided into the skin care, hair care and make-up categories. Firstly, the present research and method is discussed, then an analysis of the orientational metaphors is given and lastly the results and discussion are presented. The research shows that almost all of the advertisements contain orientational metaphors that use the upward direction, e.g. GOOD IS UP, HAPPY IS UP and other. This research shows that advertisers opt for orientational metaphors and especially the MORE IS UP metaphor in magazine advertisements.