Youtube Advertisement Sebagai Implementasi Komunikasi Bisnis Pada Produk Skincare Lokal

Abstract

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.

Skincare consumption behavior: Study of beauty discourse and consumerism among Gen-Z women of Javanese ethnicity

“…This increase is due to capitalists who continue to produce and market commodities in the name of convenience by using mass media in the form of advertisements. These advertisements are neatly bundled up using visualization of models with certain "ideal" physical appearance as a representation of products' success regarding its efficacy (Fauziah et al, 2023). Consumers are often tempted by these impressions and continue to change skincare with the aim of finding products that suit their needs, namely realizing certain beauty discourses.…”

Pengaruh Brand Ambassador dan Brand Personality terhadap Brand Image Produk Somethinc

“…Mengutip artikel alinea.id, produk lokal di Indonesia mulai banyak bermunculan (14). Berdasarkan gambar 1.1 di atas disebutkan beberapa brand lokal unggulan yang dilihat dari total penjualan pada tahun 2021, di urutan pertama tercantum brand kecantikan Ms Glow dengan total penjualan mencapai Rp 38,5 miliar, urutan kedua terdapat brand Scarlett Whitening dengan penjualan sebesar Rp 17,7 miliar.…”