This　article　uses　online　review　data　of　skincare　products　on　e-commerce　platforms　to　summarize　the　consumer　demand　characteristics　through　text　clustering　analysis　and　offer　common　marketing　proposals　for　skincare　merchants.From　the　role　of　review　text　clustering　analysis,　this　paper　derives　two　dimensions　from　e-commerce　platforms　and　skin　care　product　categories,　and　through　feature　extraction　and　lexical　item　clustering　analysis　of　consumer　online　review　information　on　different　platforms,　the　focus　of　attention　and　characteristic　tendencies　of　consumers　on　skin　care　products　on　different　platforms　are　mined.　In　turn,　the　review　information　can　be　mined　and　analyzed　to　obtain　information　with　business　value,　and　relevant　measures　can　be　taken　to　improve　the　platform＇s　services,　promote　business　growth,　enhance　customer　satisfaction,　etc.　First,　develop　a　reasonable　marketing　strategy.　Second,　strengthen　product　branding.　©　Content　from　this　work　may　be　used　under　the　terms　of　the　Creative　Commons　Attribution　3.0　Licence.