GITA MAHARDHIKA AVISENNA, 121411233037 (2018) CHALLENGING BEAUTY IN EX-COLONIZED COUNTRY OF POST COLONIZATION ERA: A POST-COLONIAL STUDY IN INDONESIA NATASHA SKIN CLINIC CENTER ADVERTISEMENT. Skripsi thesis, Fakultas Ilmu Budaya.

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Abstract

Beauty standards in many ex-colonized countries like in Indonesia are still influenced by its colonizer. Once freed from the colonization, Indonesians replace the colonists figure with their hybrid form to become a role model in beauty standards. The mixed-race descents or Indo can use their hybridity in an intermediate space to challenge the existing beauty myth that idolizes white skin color. This issue appears on Natasha Skin Clinic Center advertisement with the appearance of its models that have a brownish skin, but their physical features are still like ‘white’ people. The aim of this study is to reveal how the hybridity of the models represented in Natasha advertisement challenges the beauty concept in a post-colonial era. The writer chooses Natasha Skin Clinic Center advertisements as the object because it offers a different standard of Indonesian beauty concept. Besides, Natasha Outlets are one of the most sought because it is easy to find and the price is affordable. Up until now, Natasha Clinic has 81 branches spread all over Indonesia. In 2014, Natasha became the first skin care clinic from Indonesia who made international expansion by choosing Malaysia as the first country to have Natasha overseas branch. This clinic also won the Top Brand Award seven times. In 2017, PT Dion Farma Abadi by dr. Fredi Setyawan as a drugstore manufacturer of Natasha products also earned the International Arch of Europe Award for quality and technology in Frankfurt, German. It makes Natasha as one of the top leading skin care clinics in Indonesia. This study uses a qualitative method with a semiotic approach by Roland Barthes and hybridity theory by Homi Bhabha. The research objects are Natasha advertisements published in September 2017, October 2017, November 2017, and February 2018. These editions are featuring two models, Sophia Latjuba and Kimmy Jayanti who have different racial background. This study found that the hybridity of the models portrayed challenges the beauty standards. Natasha portrays a confidence over the brown skin through the hybridity space. However, there are different treatments seen from the representation of both models. It is found that a global hierarchy of color in a former colony still holds true.

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