Beauty Image of Indonesia and Malaysia Local Cosmetic Brand Advertising in Following K-Beauty Trend 2019/2020

Abstract

Beauty products is one of the products that attract consumers' attention widely. This has encouraged the industry to grow because of the high demand. The development is related to people needs to look attractive, either because of work or the environment. The high selling value of cosmetics is due to the awareness of the importance of appearance (especially for women), so various methods are taken to get this ideal appearance either in the right way or not. Brands compete in the industry to attract customers. Brand keep up with latest trend to stay survive.  Korean beauty (k-beauty) is one of the most popular trends nowadays. K-beauty trend more or less affecting local beauty industry as happened in Indonesia and Malaysia. Brand Rollover Reaction and Duck Cosmetics are example of local cosmetic brand that influenced by k-beauty trend. It can be seen both from their product and its advertisement. The motivation behind the growth of the local beauty brand industry especially in Indonesia and Malaysia has been dramatic. These two variables certainly influencing the application of k-beauty trends in both countries.This study aims to analyze how local cosmetics brand from these two countries adapting current k-beauty trend to their advertisement despite of their own culture. This study uses case study method by comparing advertisement from each local brand to find beauty image that they used. Coding and thematic analysis use as tools to categorize data, while semiotics is used to analyze the meaning of visual signs contained in the advertising. The results of this study indicate that there are differences in the adaptation methods of the two countries. Even so, local cultures are still seen in each of these advertisements.This research is expected to be beneficial for the development of similar local brands to remain alert of global trends, especially creative industries, in promoting local products.

Keywords: Beauty Image, Fashion, Beauty Advertising

DOI: 10.7176/ADS/86-01

Publication date:October 31^st 2020