They use precise but indirect terminology e.g., "heightened level of appearance self-esteem" rather than "confident in their appearance".

Indirect phrasing e.g., "they respond more favorably to products that can help to repair their damaged appearance self-esteem" rather than something direct and easy to understand like "they feel bad that they don't fit, so they end up buying other things like makeup/jewelry to feel better about their appearance".

Maybe it's me, but only the first quote seems cumbersome, and wasn't very cumbersome in the article when I read it in context.