Beauty Standard for New Normal: What Indonesian Beauty Advertising Tell us?  

Oleh:

Afriza, Dana

Jenis: Article from Proceeding
Dalam koleksi: International Conference on Global Innovation and Trends in Economy INCOGITE 2020 Vol 3 Nov 2020, page 172-190.
Topik: Covid-19; beauty products; business opportunities; new habits era; beauty advertisements
Fulltext: 11_Beauty Standard for New Normal What Indonesian Beauty Advertising Tell Us.pdf (432.04KB)

Isi artikel

This paper aims to examine how beauty product brand advertisements adapt to new habits due to the Covid-19 pandemic. A brand list of 295 brands was compiled. The keyword "ad + 2020 + (brand name)" is used for the Google Images search engine. This study found that the majority of beauty advertisements in Indonesia did not respond to the Covid-19 pandemic at all. This research also found that beauty advertisements in Indonesia that responded to the Covid-19 pandemic did so in five ways, namely campaigning to fight the Covid-19 pandemic, providing discounts and free shipping, providing protection for consumers outside the home, campaigning for CSR, and further promoting the products. This research is limited to beauty product brands in Indonesia. Overall, this study provides a new picture of how beauty product advertisements were run in Indonesia during the Covid-19 era.

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