What is the meaning of Everyone's itching for beauty But just scratching the surface?

I've not heard that phrase before but it sounds like the kind of idiocy people would use as a movie tagline or - worse - a line in a song. It's supposed to sound deep and interesting but it's the domain of idiots who pretend they know something and look all serious as if they've discovered some new kind of philosophy when all they've really discovered is another way to exploit the musical taste of children or the choice of books children read.