Representation of Women's Beauty identity in Rare Beauty Cosmetics advertising videos - only at Sephora on Youtube

Nurullia Annisa Putri, Fajar Junaedi

Abstract


This research is about representing women's beauty identity in Rare Beauty - Only at Sephora cosmetic advertising videos on YouTube. The background to this research is that the Rare Beauty - Only at Sephora cosmetic advertising video on YouTube strongly represents women's beauty identity. This ad emphasizes diversity, inclusion and mental health, reflecting the Rare Beauty brand's commitment to changing society's view of beauty. Through this video, Rare Beauty promotes self-care and self-acceptance. Not only are they changing women's perceptions of beauty, but they are also raising new standards in the beauty industry that are more inclusive and support various forms of female beauty. This research aims to discover how beauty identity is represented in one of the advertising videos from the Rare Beauty cosmetics brand entitled Rare Beauty - Only at Sephora, which was uploaded on the brand's YouTube channel. The theoretical study used by researchers in this research is the Representation of Beauty Identity and Women's Identity in the Media. This type of research is qualitative descriptive research. The research method is Roland Barthes' semiotics. The results of this research titled "Representation of Women's Beauty Identity in Rare Beauty Cosmetics Advertising Videos - Exclusive on Sephora's YouTube Channel" shows that Rare Beauty effectively portrays Latina American women's beauty. Rare Beauty's advertising videos, found only on Sephora's YouTube channel, promote a message of self-acceptance, uniqueness, and self-confidence. They emphasize that their products enhance natural beauty rather than altering one's identity. These feelings of self-acceptance, individuality, and self-assurance are closely linked to Latina American women. The study also suggests that Rare Beauty aligns with industry standards by promoting a beauty ideal characterized by tanned skin. Furthermore, the media portrays Latina American women as hardworking individuals.


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References


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DOI: https://doi.org/10.12928/sylection.v3i1.13919

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