Color Identity in the Beauty of Indonesian Women Who Construct Beauty Product Labels in the Cultural Industry Era

He development of the media that has accelerated the spread of new ideologies in the discourse of beauty has caused instability in the construction of beauty, especially for Indonesian women. Color is one of the most attractive beauty ideologies for women and has become the identity and measure of a women's beauty. This article discusses beauty construction represented through local brand cosmetic advertisements from the 1990s to the beginning of 2010. This study is descriptive qualitative research with a cultural studies approach. In the cultural industry, capitalism always makes reproducing of the construction of beauty in cosmetic advertisements. So that is why the structure of beauty changes. The changes can notbe apart from the intervention of patriarchs and capitalists who offer various kinds of beauty concepts in their products. The label of 'color' is the main factor being sold as the principle concept to make women beautiful and to make 'color' as a beauty identity and identity of Indonesian cosmetic brands local