Email this article 
Stereotip Kecantikan Perempuan pada Kampanye #BeautyDiQuity dalam Iklan Luxcrime
Abstract
Abstract - The study aims to analyze stereotypical representations of female beauty in the #BeautyDiQuity campaign for Luxcrime advertisement using Roland Barthes semiotic approach. The main focus is how the stereotype of beauty from the model of #BeautydiQuity campaign, which are people with disability shown with photo and video in Luxcrime social media page Instagram. This research using interpretive paradigm, qualitative methodology research, with Roland Barthes Semiotic data analyze, with three level of meaning: connotation, denotation, and myth as well as using data collection techniques through Kenneth Burke’s Pentad method analysis. The result of the research shows that Luxcrime #BeautyDiQuity campaign successfully create a new ideology about beauty. Beauty is not seen based on stereotype of beauty formed in society, which usually measured by physical perfection, but beauty is also seen from other things such as self-love, self-acceptance, daring to appear different, and all the strengths and weaknesses that women have are the true definition of beauty.
Keywords: Semiotic; beauty stereotype; social media; beauty product; campaign
Abstrak - Penelitian ini bertujuan untuk menganalisis stereotip kecantikan perempuan pada kampanye #BeautydiQuity dalam iklan Luxcrime dengan menggunakan pendekatan semiotika Roland Barthes. Fokus utama dalam penelitian ini adalah bagaimana stereotip kecantikan model dalam kampanye #BeautyDiQuity yang merupakan penyandang disabilitas diperlihatkan melalui video dan foto yang terdapat di halaman media sosial Instagram Luxcrime. Penelitian ini menggunakan paradigma penelitianinterpretif,metodologipenelitiankualitatif,dengananalisisdatamenggunakansemiotika Roland Barthes dengan memperhatikan tiga tingkatan makna: konotasi, denotasi, dan mitos serta menggunakan metode pengumpulan data menggunakan analisis pentad dari Kenneth Burk. Hasil penelitianmenunjukkanbahwakampanye#BeautyDiQuityLuxcrimeberhasilmembuatsuatuideologi baru dari kecantikan. Kecantikan tidak dipandang berdasarkan stereotip kecantikan yang terbentuk di masyarakat yang biasa diukur dengan kesempurnaan fisik, namun cantik juga dilihat dari hal lainnya seperti cinta kepada diri sendiri, penerimaan diri, berani tampil berbeda, dan semua kelebihan dan kekurangan yang dimiliki perempuan adalah definisi cantik sesungguhnya.KataKunci:Semiotika;stereotipkecantikan;mediasosial;produkkecantikan;kampanye
Full Text:
PDFReferences
Abdullah, I. M., Widiasmara, H., & Ulum, M. S. F. (2021). Representasi kulit putih perempuan dalam iklan MS Glow. Jurnal Audiens, 3(2), 63–71. https://doi.org/10.18196/jas.v3i2.11959
Amalia, D., & Zuhri, S. (2022). Analysis of the beautiful concept in Marina ads (Study of semiotic analysis on Marina UV White hand & body lotion advertisement). JOSAR (Journal of Students Academic Research), 7(2), 458–468. https://doi.org/10.35457/josar.v8i2.2442
Amelia, L. T. D. (2024). Analisis stereotip kecantikan perempuan pada film “Imperfect: Karir, Cinta dan Timbangan” karya Ernest Prakasa (Analisis Semiotika Roland Barthes).
Barliana, B. (2022, April 22). Deretan brand kecantikan yang dukung konsep beauty diversity. Kumparan. https://kumparan.com/kumparanwoman/deretan-brand-kecantikan-yang-dukung-konsep-beauty-diversity-1xvlODU9nty/full
Bastiar, D. (2022). Representasi diskriminasi terhadap penyandang disabilitas dalam film Widya, Jemari Jiwaku Menari. KOMUNIKA, 9(2), 12–26. https://doi.org/10.22236/komunika.v9i2.9116
Burke, K. (2023). A grammar of motives. University of California Press.
Cangara, H. (2016). Pengantar ilmu komunikasi. RajaGrafindo Persada.
Chan, J. V. (2022). Semiotic analysis of Sephora’s beauty campaign video. Kata Kita, 10(2), 314–321. https://doi.org/10.9744/katakita.10.2.314-321
Chinta, S., Ghassani, A., & Lidwina, M. (2023). Dampak standar kecantikan bagi perempuan di Indonesia. Prosiding Seminar Nasional, 1440–1448.
Creswell, J. W., & Creswell, J. D. (2022). Research design: Qualitative, quantitative, and mixed methods approaches. Sage Publications.
Djumena, E. (2022, July 17). Cerita Fajri buka usaha kosmetik lokal Luxcrime. KOMPAS.com. https://money.kompas.com/read/2022/07/17/191400526/cerita-fajri-buka-usaha-kosmetik-lokal-luxcrime?page=all
Effendy, O. U. (2019). Ilmu komunikasi: Teori dan praktek. Remaja Rosdakarya.
Fathoni, M., & Fadillah, D. (2021). Representasi dan stereotip pada perempuan berkulit gelap dalam iklan “Fair and Lovely.” Jurnal Audiens, 2(1), 1–10. https://doi.org/10.18196/jas.v2i1.8837
Finfolk. (n.d.). Luxcrime, brand kosmetik lokal dengan konsep inklusif yang berawal dari tesis. Finfolk. https://finfolk.co/article/news/luxcrime-brand-kosmetik-lokal-dengan-konsep-inklusif-yang-berawal-dari-tesis
Fitri, A. B. N., Setyowati, N. D., & Mahardika, D. N. W. (2020). Representasi cantik pada iklan televisi Nivea Pearl & Beauty Deo versi Abel Cantika (Analisis semiotik Charles Sanders Peirce). Jurnal Komunikasi Masyarakat dan Keamanan, 2(1), 1–12. https://doi.org/10.31599/komaskam.v2i1.3203
Garcia, G., & Winduwati, S. (2023). Representasi standar kecantikan wanita di media sosial Instagram @springsummerstyle. Koneksi, 7(1), 248–255.
Goodcommerce. (n.d.). Mendalami konsep kecantikan inklusif. https://www.froyonion.com/news/beauty/mendalami-konsep-kecantikan-inklusif
Griffin, E. A., Ledbetter, A., & Sparks, G. G. (2022). A first look at communication theory. McGraw Hill.
Gudykunst, W. B., & Kim, Y. Y. (1985). Methods for intercultural communication research. In Methods for intercultural communication research, International and Intercultural Communication Annual, 7 (p. 308). Sage. https://doi.org/10.1177/017084068500600319
Hall, S. (1997). Representation: Cultural representations and signifying practices. Sage Publications.
Hamasy, A. I. A. (2022, October 25). Industri kecantikan tanah air punya prospek bagus. Kompas.id. https://www.kompas.id/baca/ekonomi/2022/10/25/bpom-menilai-industri-kosmetik-akan-tetap-berkembang
Hardani, A., Auliya, N. H., Andriani, H., Fardani, R. A., Ustiawaty, J., Utami, E. F., Sukmana, D. J., & Istiqomah, R. R. (2020). Metode penelitian kualitatif & kuantitatif. CV Pustaka Ilmu.
Henneborn, L., & Jerdee, C. (2020). Getting to equal 2020: Disability inclusion. Accenture. https://www.accenture.com/content/dam/accenture/final/a-com-migration/pdf/pdf-142/accenture-enabling-change-getting-equal-2020-disability-inclusion-report.pdf
Hutami, C. P. S., & Poespodihardjo, N. A. S. W. (2025). Representasi feminisme liberal dalam Mulan dan The Lord of the Rings: Analisis dramatistic pentad. Jurnal Spektrum Komunikasi, 13(2), 230–241. https://doi.org/10.37826/spektrum.v13i2.883
Ifada, H. S. N., Wati, A. P., & Afifi, A. Y. (2022). Representasi warna kulit perempuan ideal dalam iklan K-Natural White Brightening Body versi Agatha Chelsea. Jurnal Audiens, 3(4), 228–238. https://doi.org/10.18196/jas.v3i4.14523
Indonesia Trip News. (2023, March 29). Luxcrime gandeng komunitas difabel suarakan “Kecantikan dalam Keragaman dan Kesetaraan.” Indonesia Trip News. https://indonesiatripnews.com/gaya-hidup/kecantikan/luxcrime-gandeng-komunitas-difabel-suarakan-kecantikan-dalam-keragaman-dan-kesetaraan/
Instagram. (n.d.-a). @luxcrime_id [Instagram profile]. Instagram. https://www.instagram.com/luxcrime_id/?hl=en
Instagram. (n.d.-b). [Luxcrime Instagram post]. Instagram. https://www.instagram.com/p/Cpr29JpSAF0/?igsh=MXJmamp5NWd4ajg2
Jacobs, L. (n.d.). Burke’s dramatism framework: A lens to analyse bullying. ERIC. https://eric.ed.gov/?id=ED574233
JDIH BPK. (2016). Database peraturan. Jaringan Dokumentasi dan Informasi Hukum Badan Pemeriksa Keuangan. https://peraturan.bpk.go.id/Details/37251/uu-no-8-tahun-2016
June. (2021, June 23). Semiotika Roland Barthes. Kompasiana. https://www.kompasiana.com/juno_naro/5d929a4f097f3603e006d912/semiotika-roland-barthes
Kemensos. (n.d.). Disabilitas dan tantangan di dunia kerja. Kementerian Sosial Republik Indonesia. https://kemensos.go.id/jurnal-dan-artikel/direktorat-jenderal-pemberdayaan-sosial/Disabilitas-dan-Tantangan-di-Dunia-Kerja
Kukkonen, I., Pajunen, T., Sarpila, O., & Åberg, E. (2023). Is beauty-based inequality gendered? A systematic review of gender differences in socioeconomic outcomes of physical attractiveness in labor markets. European Societies, 26(1), 117–148. https://doi.org/10.1080/14616696.2023.2210202
Kuswara, D. A., & Yusanto, F. (2024). Deconstruction of the meaning of beauty in advertising: Semiotic analysis of Rexona motion activated advertisement “72 jam kesegaran nonstop.” Jurnal Ilmiah LISKI (Lingkar Studi Komunikasi), 10(1), 13–24. https://doi.org/10.25124/liski.v10i1.7256
Lerman, S. (2020). Researching mathematics classrooms: An interpretive perspective. ZDM–Mathematics Education, 52(3), 457–470. https://doi.org/10.1017/CBO9780511720406
Lestari, A. D., & Putra, A. M. (2020). Beauty is not about being white: A semiotics analysis of Clean & Clear advertisement. International Journal of Research and Development Organisation (IJRDO), 5(6), 1–10. https://doi.org/10.53555/sshr.v5i6.3738
Lineation, D. (2024, December 24). Kecantikan untuk semua: Tren inklusivitas dalam produk dan standar kecantikan dengan Klinik Utama Lineation. Lineation Centre by DF Clinic. https://lineation.co.id/kecantikan-untuk-semua-tren-inklusivitas-dalam-produk-dan-standar-kecantikan-dengan-klinik-utama-lineation/
Littlejohn, S. W., Foss, K. A., & Oetzel, J. G. (2017). Theories of human communication. Waveland Press.
Mappe, U. U., Sunaniah, & Salwia. (2024). Analisis mitos kecantikan perempuan dalam iklan kosmetik lokal dengan brand ambassador idol Korea Selatan. Aksiologi: Jurnal Pendidikan dan Ilmu Sosial, 4(2), 116–128. https://aksiologi.pubmedia.id/index.php/aksiologi/article/view/202
MarkPlus, Inc., & ZAP Clinic. (2018). ZAP Beauty Index 2018/2019. ZAP Clinic. https://zapclinic.com/files/ZAP_Beauty_Index_Agustus_2020.pdf
McQuail, D. (2020). Mass communication theory. Sage Publications.
Merz. (2018, November 21). Merz Aesthetics unveils new consumer campaign “Merz Aesthetics Serendipity Journey” (MASJ). Merz Aesthetics. https://www.merz.com/blog/news/merz-aesthetics-unveils-new-consumer-campaign-merz-aesthetics-serendipity-journey-masj/
Moleong, L. J. (2018). Metodologi penelitian kualitatif. Remaja Rosdakarya.
Muktaf, Z. M. (2016). Periklanan: Sebuah pendekatan praktis. Universitas Muhammadiyah Yogyakarta. https://repository.umy.ac.id/handle/123456789/13060
Mulyana, D. (2017). Ilmu komunikasi suatu pengantar. Remaja Rosdakarya.
Muslim, M. (2018). Varian-varian paradigma, pendekatan, metode, dan jenis penelitian dalam ilmu komunikasi. Media Bahasa Sastra dan Budaya Wahana, 1(10), 1–15. https://doi.org/10.33751/wahana.v1i10.654
Mustika, E. A. S., Hadi, E. N., Anharudin, A., Rofi’i, A., & Dewi, S. N. (2022). Stigma pekerja terhadap penyandang disabilitas di tempat kerja. Perilaku dan Promosi Kesehatan: Indonesian Journal of Health Promotion and Behavior, 4(2), 30–40. https://doi.org/10.47034/ppk.v4i2.6318
Murwaningsih, S., & Wedjajati, R. S. (2021). Penerimaan masyarakat kepada penyandang disabilitas (Studi desa inklusi peduli dengan kelompok rentan di Kalurahan Sidorejo, Kepanewon Lendah, Kabupaten Kulon Progo). Sosioprogresif, 1(1), 1–15. https://jurnal.apmd.ac.id/index.php/sosioprogresif/article/view/120/68
Neuman, W. L. (2021). Social research methods: Qualitative and quantitative approaches (8th ed.). Pearson.
Novitasari, L., Prayudi, P., & Prabowo, A. (2015). Pentad analisis pada film Legend of the Guardians. Jurnal ASPIKOM, 2(4), 224–235. https://doi.org/10.24329/aspikom.v2i4.73
OpenAI. (2025). ChatGPT (January 15 version) [Large language model]. https://chat.openai.com/
Pramesti, D. (2019). Dekonstruksi mitos kecantikan: Kajian semiologi struktural atas iklan sabun Dove “Real Beauty Campaign: Inner Critic.” Semiotika: Jurnal Komunikasi, 12(1), 1–15. https://doi.org/10.30813/s:jk.v12i1.1539
Pratama, H. I., Tabrani, M. F., & Khoirun, I. M. (2022). Menolak stereotip, representasi kecantikan perempuan pada iklan produk kecantikan Skin Game. Jurnal Audiens, 3(4), 290–300. https://doi.org/10.18196/jas.v3i4.14565
Praxis. (n.d.). Most relevant PR agency Indonesia: Communications and events. https://www.praxis.co.id/stories/read/245/Tiga-Brand-Lokal-Kosmetik-ini-Suarakan-Kecantikan-Inklusif
Prayudawardani, A. R., Hadiati, C., & Muttaqin, U. (2023). Semiotic analysis on Fenty Beauty’s foundation advertising poster as a representative of beauty diversity. LUNAR, 7(2), 101–112. https://doi.org/10.36526/ln.v7i2.3053
Putie, A. (2024, August 1). Perjalanan Achmad Nurul Fajri dalam membangun Luxcrime hingga merambah ke pasar Asia. SOCO by Sociolla. https://www.soco.id/post/whats-new/66aad0000e90c327e90ec319/lokalisme-perjalanan-achmad-nurul-fajri-dalam-membangun-luxcrime
Putri, K. C., & Kusumastuti, R. D. (2023). Representasi kecantikan perempuan pada kampanye Be Your Own melalui YouTube BLP Beauty. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 22(1), 93–107. https://doi.org/10.32509/wacana.v22i1.2723
Ramadhan, A. A., Hardjantini, V., & Onasie, T. Y. (2024). Universal beauty: Analysis of L’Oreal Paris advertising by semiotic Charles Sanders Peirce. Syntax Idea, 6(4), 1724–1732. https://doi.org/10.46799/syntax-idea.v6i4.3170
Rani, A. (2024, October 16). Suarakan kampanye #BeautyDiQuity, Luxcrime gandeng komunitas model perempuan disabilitas. Beauty Journal. https://www.beautyjournal.id/article/luxcrime-gandeng-komunitas-model-perempuan-disabilitas
Reporter, F. (2023, March 24). Hari Perempuan Internasional: Gandeng komunitas disabilitas ekspresikan ragam kecantikan lewat seni tari. Fimela.com. https://www.fimela.com/beauty/read/5237225/hari-perempuan-internasional-gandeng-komunitas-disabilitas-ekpresikan-ragam-kecantikan-lewat-seni-tari?page=3
Ricchiardi, A. (2021, December 10). The next era of social media marketing is here. Forbes. https://www.forbes.com/councils/forbescommunicationscouncil/2020/11/10/the-next-era-of-social-media-marketing-is-here/
Rimbardi, A. N. R., Ramadhani, L. R., & Wicaksono, F. B. (2021). Representasi wajah perempuan ideal dalam iklan Garnier edisi “Wajah bersih tanpa jerawat.” Jurnal Audiens, 3(2), 22–32. https://doi.org/10.18196/jas.v3i2.11906
Riska, A., Adha, R., & Suheri, D. (2024). A semiotic analysis in Wardah cosmetic advertisement strategy. Lingua, 20(2), 209–225. https://doi.org/10.34005/lingua.v20i2.4129
Rukajat, A. (2018). Pendekatan penelitian kualitatif. Deepublish. https://books.google.co.id/books?hl=id&lr=&id=Z5JfEQAAQBAJ
Salindeho, S. E., Fadilah, E., & Kurniawan, Y. (2023). Beauty concept represented in Wardah “Feel the Beauty” video advertisement: Semiotics approach. In Proceedings of SNITER, 7(1). https://doi.org/10.61293/sniter.v7i1.608
Sari, M., Ayuningtyas, C. D., Cristin, S., & Rahyadi, I. (2022). Beauty of women from ideal appearance and understanding of beauty standards: A literature review. INFOKUM, 10(5), 686–699. https://doi.org/10.58471/infokum.v10i5.1124
Sayekti, S. (2023, March 15). Gandeng model disabilitas, Luxcrime suarakan kampanye BeautyDiQuity. Pressrelease.id. https://pressrelease.kontan.co.id/news/gandeng-model-disabilitas-luxcrime-suarakan-kampanye-beautydiquity
Setiawan, E. (n.d.). Arti kata cantik. Kamus Besar Bahasa Indonesia (KBBI) Online. https://kbbi.web.id/cantik
Setyaningsih, I., & Palupi, P. (2023). Beauty representation in Scarlett Whitening advertisement: Roland Barthes’ semiotic analysis. In Proceedings of ISETH (International Summit on Science, Technology, and Humanity) 2022 (pp. 456–467). https://doi.org/10.23917/iseth.2970
Sigma Research Indonesia. (2022, February 18). Skincare product trends & behavior 2017. Sigma Research Indonesia. https://sigmaresearch.co.id/product/skincare-product-trends-and-behavior-2017/
Simbolon, T. G. (2024, February 3). Apa yang dimaksud dengan inklusi? Data Indonesia. https://dataindonesia.id/berita/detail/apa-yang-dimaksud-dengan-inklusi
Sobur, A. (2015). Analisis teks media. Remaja Rosdakarya.
Sobur, A. (2016). Semiotika komunikasi. Remaja Rosdakarya.
Strauss, A., & Corbin, J. (2015). Dasar-dasar penelitian kualitatif. Pustaka Pelajar.
Subagyo, P. (2015). Metode penelitian dalam teori dan praktik. Rineka Cipta.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sufyan, S. (2016). Analisis efektivitas iklan produk mobil Toyota Avanza di Kota Banda Aceh. Jurnal Ekonomi Manajemen dan Sosial, 1(1), 1–10. https://journal.lembagakita.org/index.php/jemensri/article/view/3
Sukisman, J. M., & Utami, L. S. S. (2021a). Perlawanan stigma warna kulit terhadap standar kecantikan perempuan melalui iklan. Koneksi, 5(1), 67–77. https://doi.org/10.24912/kn.v5i1.10150
Sukisman, J. M., & Utami, L. S. S. (2021b). Perlawanan stigma warna kulit terhadap standar kecantikan perempuan melalui iklan. Koneksi, 5(1), 67–77. (Duplicate reference used for different in-text citation context.)
Ummah, A. H. (2021). Manajemen industri media massa. Syiah Kuala University Press.
Vera, N. (2022). Semiotika dalam riset komunikasi. Penerbit Ghalia Indonesia.
Wibowo, I. S. W. (2015). Semiotika komunikasi (Edisi 2). Penerbit Mitra Wacana Media.
Widuri, R. T., Budipratiwi, R. A., & Citrayomie, A. G. (2023). Counter hegemony of beauty concept by The Body Shop Instagram ad: A semiotic analysis. Bricolage: Jurnal Magister Ilmu Komunikasi, 9(1), 87–99. https://doi.org/10.30813/bricolage.v9i1.3865
ZAP. (n.d.). ZAP Beauty Index 2020. ZAP.
ZAP, MarkPlus, Inc., & ZAP Beauty Index. (2024). ZAP Beauty Index 2024. ZAP. https://zapclinic.com/files/ZAP_Beauty_Index_2024.pdf
DOI: https://doi.org/10.25008/wartaiski.v8i2.462
Article Metrics:
Abstract Views - 81
PDF Downloads - 45
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Sri Ulya Suskarwati, Fadila Ariani, Zhafran Tsany Yudizon
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Indexed by:
Copyright of Jurnal Warta Ikatan Sarjana Komunikasi Indonesia (p-ISSN : 0853-4470)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Sekretariat Redaksi JURNAL WARTA Ikatan Sarjana Komunikasi Indonesia (ISKI)
Gedung Dewan Pers, Lt 5
Jl. Kebon Sirih No. 32-34, Jakarta 10110 – Indonesia
Contact Person :