Even when people have little or no awareness of retinol, most of them acquire a general understanding that retinol can bring negative side effects and should be used with caution. However, achieving the optimal outcome has also appeared as crucial as preventing adverse effects as Figure 1 reveals that "skin suitability" is listed second after "complementary products”. 

The findings support the conclusion that retinol is widely believed to bring adverse effects. Consequently, the audience has accepted them as unavoidable truths when addressing retinol and has switched their attention to what they might be able to accomplish after suffering those negative effects. The process of retinization, therefore, turns out to be the factor that is influencing the audience’s final purchase decision. Additionally, the side effects of retinol are one of their top worries since it could interfere with their social activities as the target audience is known as those who spend the bulk of their time socializing (Dmitrieva 2019). By highlighting the product's functionality of minimizing side effects, Kiehl's may differentiate itself from the competition through removing the initial barrier for customers.

By utilizing the communication gap and these 2 findings, we seek out the opportunity that ALUs are already curious, willing to take more knowledge about retinol to utilize their skincare routines. Therefore, Kiehl's needs to take an educational approach to solve the consumers’ worries about side effects, thus improving consumer awareness.