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Because the word "cosmetic" is the quintessential indicator of something superficial.


Interestingly the word cosmetic, ultimately, descends from the Greek word κόσμος (kosmos) from which the word cosmos comes directly.


Good catch:

kosmetikos "skilled in adornment or arrangement" kosmos "order"

http://etymonline.com/index.php?term=cosmetic&allowed_in_fra...




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