The paper covers the issue of conceptual signs of the concept charm in modern aphorisms about charm. The judgments of Russian writers, aphorists, scientists, philosophers, linguists and culturologists are considered and interpreted. The analysis of the aphorisms enabled to identify the semantic potential of the lexeme charm. Besides, it has become possible to identify the characteristic and specific features of perception, and to identify common and differential semes realized in the context. The linguistic methods used by the authors are marked and classified. On the basis of the material researched the expanded definition of the concept charm is derived and presented.