THE BEAUTY CONTES ARENA: LOCAL COSMETICS AND GLOBAL

Abstract

The struggle for the beauty arena between global and local cosmetic products, in addition to offering the utility value of cosmetics as a make-up tool, both also use sign values. This study was conducted to see what the strategy of the global cosmetic industry is like and what tactics the local cosmetic industry uses to face the invasion of global products. The research method used is the cultural study method. The results of the study show a tendency for consumers to choose to use global products because of the sign value in the form of prestige, luxury and beauty offered by the product. Make Up Artists (MUA) act as 'institutions' that sell the sign-value to consumers. Wardah as a local producer resists by attaching a sign in the form of a halal label. The commodification of religious values ??as a marketing tactic allows it to compete with global products.

Keywords: Contestation, Sign-Value, Resistance, Commodification, Cultural Industry.