Skincare is an industry that’s being warmly discussed for its development. The emergence of many local skincare brands has begun to color competition in beauty industry. In expanding market and introducing its products to potential customers, company carries out promotional activities, that’s advertising on YouTube. Purpose of this study was to find out the application of Youtube advertisements to local skincare products by reviewing the delivery of messages by MS Glow, Scarlett and Somethinc. Research method used is qualitative approach with descriptive research. In addition, content analysis was also carried out by reviewing message delivery, visuals displayed, and reactions/reviews from consumers who were carried out through Youtube Ads. Local skincare brands such as MS Glow, Scarlett, and Somethinc have their own characteristics in conveying their messages and visual concepts that are displayed through their Youtube Ads. Ms. Glow by conveying soft sell that leads to consumer feelings and visual concept of comedy, Scarlett uses soft sell and fresh and colorfull visuals, while Somethinc uses hard sell by directing the invitation to buy her product and white visuals depicting the coolness. Youtube Ads as implementation of business communication will convey all information that company wants to convey to its consumers.

AbstrakPenelitian ini bertujuan untuk mengetahui strategi yang dapat diaplikasikan pada UMKM Toko Sikece dan untuk menyusun strategi pemasaran pada UMKM Toko Sikece dengan menggunakan metode penelitian kualitatif deskriptif. Data yang diperoleh diolah dengan menggunakan Internal Resources Based, Sustainable Competitive Advantage (SCA), framework Value Rarity Imitability Organization (VRIO) dan tabel Threats Opportunities Weaknesses Strengths (TOWS). Hasil penelitian menunjukan bahwa strategi yang tepat untuk penetration share yaitu dengan meningkatkan penjualan dengan strategi promosi. Hasil penelitian ini diharapkan dapat meningkatkan penjulan pada toko sikece.   Kata kunci: strategi promosi, penjualan, penetration share, internal based resourcesAbstractThis study aims to find out the strategy applied to UMKM Toko Sikece and to compile UMKM Toko Sikece marketing strategy with qualitative descriptive research method. The collected data processed with Internal Resources Based, Sustainable Competitive Advantage (SCA) framework Value Rarity Imitability Organization (VRIO) and table analysis Threats Opportunities Weaknesses Strengths (TOWS). The result of study indicate that proper strategy for penetration share is increasing sales and promotion strategy. The result of this study expected to increase sales on Toko Sikece. Keywords: promotion strategy, sales, penetration share, internal based resources.