THE ESSENTIALS OF LOOKS: BEAUTY STANDARD IN LOCAL  BRAND SKINCARE ADVERTISEMENT

Kusnul Khotimah; Najla Qothrunnada; Siti Fera Nur Lutfiana; Achmad Nabil Suryaputra

doi:10.55345/stba1.v9i2.15

Kusnul Khotimah UIN Raden Mas Said Surakarta
Najla Qothrunnada UIN Raden Mas Said Surakarta
Siti Fera Nur Lutfiana UIN Raden Mas Said Surakarta
Achmad Nabil Suryaputra UIN Raden Mas Said Surakarta

DOI: https://doi.org/10.55345/stba1.v9i2.15

Keywords: Beauty standards, Local skincare advertisement, Wardah, Emina, Kahf, Marketing strategy

Abstract

Abstract

This research discusses the beauty standards promoted by local Indonesian skincare brands, such as Wardah, Emina, and Kahf, in their advertisements. Beauty standards are often influenced by culture and media, reflecting social preferences for attributes such as fair skin and a natural look. Through a qualitative approach, this study analyzes the visual and textual elements of advertisements to explore how these brands adapt their marketing strategies to the needs of the domestic market. The results show that local brands not only reflect Indonesian cultural values but also begin to challenge the dominance of Western beauty standards. Their advertisements highlight a natural and healthy look, and offer products that are multifunctional and inclusive of various skin tones. In addition, they promote halal and safe formulations, which are relevant to local consumer preferences. The findings illustrate the important role of local brands in shaping a more inclusive perception of beauty, while strengthening consumer loyalty to domestic products. This study contributes to the literature on beauty, media, and consumer behaviour, with a focus on the Indonesian context.