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

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

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

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

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.

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