This thesis analyses the difference in language choices and advertising strategies in skincare advertisements for women and skincare advertisements for men. Advertising's pervasive presence in daily life is fueled by tailored marketing strategies and digital tracking methods. Language and gender are intricately linked, with linguistic patterns reinforcing societal gender norms. This study examines strategies in skincare advertising, shedding light on how advertisers shape messages for both women‘s and men's beauty products. By unraveling the interplay of language, gender, and consumer culture, this research contributes to a deeper understanding of the impact of advertising on societal perceptions and behaviors. The analysis is based on Fairclough‘s (2001) approach to Critical Discourse Analysis. In the textual analysis part of the paper, the focus is on noun, verb and adjective choices. In the discourse practises level, advertising strategies, as well as commonalities found in the advertisements, are discussed. In the social practices level of the analysis the differences observed in the advertisements are put into the context of larger social issues, such as ageism, masculinity and femininity and pseudoscience. The results show that advertisements for women feature more adjectives, put emphasis on youth and beauty and employ emotional appeal. Advertisement for men feature problem-solving patterns, more direct language, and often invoke masculinity.