Perancangan Kampanye Untuk Meningkatkan Kesadaran Pemilihan Produk Kecantikan Cruelty Free, Pada Wanita di Kota Besar Indonesia

Authors

  • AMALIA NURUL TAZKIA Program Studi Desain Komunikasi Visual, Institut Teknologi Nasional Bandung
  • AGUS RAHMAT MULYANA Program Studi Desain Komunikasi Visual, Institut Teknologi Nasional Bandung
  • EKA NOVIANA Program Studi Desain Komunikasi Visual, Institut Teknologi Nasional Bandung

Abstract

In 2025, Indonesia is estimated to be the 5th largest cosmetic market in the world (The Statista Consumer Market Outlook), so it is necessary for consumers of beauty products to be more educated in their buying behavior. The design of this media campaign aims to increase education and awareness of Indonesian beauty product consumers aged 20-25 years about purchasing cruelty free products. This design uses a descriptive qualitative approach to be able to explore the phenomena, issues and opinions of the cruelty free topic to understand the state of the cruelty free topic in Indonesia, and to be able to determine communication strategies with the right target audience.
Keywords: Cruelty Free, Purchase Behaviour , Cosmetics, Animal Welfare


ABSTRAK

Pada tahun 2025 Indonesia diperkirakan akan masuk sebagai pasar kosmetik terbesar ke 5 di dunia (The Statista Consumer Market Outlook), yang membutuhkan konsumen produk kecantikan yang lebih terdidik akan perilaku pembelian mereka. Maka itu dibuat perancangan media kampanye ini yang bertujuan untuk meningkatkan edukasi dan kesadaran konsumen produk kecantikan Indonesia usia 20-25 tahun akan pembelian produk cruelty free, konsumen diharapkan mendapatkan kepercayaan bahwa mereka dapat berpartisipasi membawa perubahan pada lingkungan dengan memilih produk cruelty free.
Perancangan ini mengunakan pendekatan kualitatif deskriptif untuk dapat mendalami fenomena, isu dan opini dari topik cruelty free untuk memahami keadaan topik cruelty free di Indonesia, dan untuk dapat menentukan strategi komunikasi dengan target audiens yang tepat.
Kata kunci: Cruelty Free, Perilaku Pembelian , Kosmetik, Kesejahteraan Hewan

References

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Published

2022-09-23

Issue

Section

2022 Desain Komunikasi Visual