Beauty consumerism sign and myth in Kylie Cosmetic advertisement product

Setiyawati, Dewi (2024) Beauty consumerism sign and myth in Kylie Cosmetic advertisement product. Sarjana thesis, UIN Sunan Gunung Djati.

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Abstract

Beauty products are one of the massive industries which promote the notion of skin care to the decorative one such as make up. Indeed, in digital era consumerism has become cultural and economic phenomenon wherein individuals engage in the continuous sign and often enthusiastic consumption of beauty and cosmetic products. It makes the societal construct that defines and perpetuates standards of beauty is applied in this analysis, often to the detriment of women's self-esteem, autonomy, and overall well-being. Kylie Cosmetic not only sells products but also promotes a lifestyle idea, an image of beauty construction that consumers are encouraged to aspire to. This all-encompassing consumerism fosters a culture where individuals are enticed to continuously seek new products, perpetuating the cycle of consumption. That is to say, this research aims the identification towards the denotations, connotations, and myth constructions of beauty consumerism in Kylie Cosmetic Instagram caption advertisements and the examination towards the myths behind beauty consumerism sign within Kylie Cosmetic Instagram caption advertisements. Employed the understanding of semiotic analysis of denotation, connotation, and myth construction from Rolland Barthes, followed the understanding of beauty consumerism and myth from Naomi Wolf, Beauty Cosmetic Industry, and the understanding towards Instagram as Ads platform. The qualitative descriptive method is applied to project the research progresses and result as to provide a comprehensive and detailed description of a phenomenon or topic of interest in beauty consumerism and myth. Finally, the result of this research is that Kylie Cosmetics' Instagram captions effectively market beauty products through sophisticated use of denotation, connotation, and myth construction. They provide straightforward information about the products while evoking luxury and desirability with phrases like "instantly smooth" and "blurred skin." This approach aligns with Naomi Wolf's concept of the objective beauty myth, suggesting a singular standard of attractiveness achievable only through these products. The captions perpetuate the idea that continuous use of cosmetics is necessary to meet societal beauty standards, often reinforcing Eurocentric ideals. Future research should focus on critical discourse analysis, comparative studies with other brands, and the impact of Kylie Cosmetics' advertising in different cultural contexts.

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