When Beauty Meets Dishes: A Semiotic Study on Indonesian Cuisine-named Palette Shade Colors

DOI

10.2991/978-2-38476-140-1_9How to use a DOI?

Keywords

Cosmetic Innovation; Reinedoll; Associative Meaning; Semiotics; Persuasive Strategies

Abstract

Cosmetic industry in Indonesia is a highly competitive landscape. In recent years, Indonesians have been inundated with both international and local cosmetics brands. The fruitful cosmetics business in the country attracts many international brands to distribute their product in this promising market. Consequently, homegrown Indonesia cosmetic brands have to strive in the fierce competition and succeed in seizing their portion in the market. One of its attempts is by constantly innovating their products including launching a unique concept to draw larger consumers as what Reinedoll did in 2021. Accordingly, this paper delves into the associative meanings of Reindoll’s beauty products through its Cita Rasa face and eye palette. The distinctive feature of this product lies on its shades which are named after the Indonesian local delicacies. Specifically, this study aims to reveal associative meaning as reflected in the shade names and color related to the Indonesian local cuisines. Moreover, it tries to investigate the producer’s motifs of introducing unusual cross-category blend items to embrace consumers. This is descriptive qualitative research by taking Cita Rasa face and eye palette along with shade names. Applying Peirce semiotic model, the data were descriptively analyzed and interpreted to disclose the symbolic associations between the shade colors and the popular traditional cuisines. The findings show that the convergence of names of local cuisine and the shade colors for these products strongly articulates the characters of Indonesian women. The color palettes that Reinedoll launched attempt to foster the local prominence through the selection of the popular traditional delicacies around the country. Accordingly, these shade colors by its embedded symbolism speak on behalf of Indonesian women who are amiable, calm, cheerful, modest, modern, warm, exotic and dependent. In other words, these warm spectrums of colors are able to articulate the unique and authentic Indonesian women. Meanwhile, commercially speaking, it reaches potential consumers to be part of bigger safe community namely Indonesia, boosting the sense of inclusiveness. Being familiar with Indonesian food and their names, the consumers are said to like the food as well as feel satisfied when consuming and finally to feel safe in using ‘the food’ and secure to the community where they socially belong.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Asrofin Nur Kholifah
AU  - Ika Maratus Sholikhah
AU  - Erna Wardani
PY  - 2023
DA  - 2023/11/07
TI  - When Beauty Meets Dishes: A Semiotic Study on Indonesian Cuisine-named Palette Shade Colors
BT  - Proceedings of the 5th International Conference on Language, Linguistics, and Literature (COLALITE 2023)
PB  - Atlantis Press
SP  - 80
EP  - 90
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-140-1_9
DO  - 10.2991/978-2-38476-140-1_9
ID  - Kholifah2023
ER  -