ANALISIS SEMIOTIKA PADA KEMASAN PRODUK SKINCARE SEBAGAI STRATEGI KOMUNIKASI BISNIS (SKINTIFIC, THE ORDINARY)

Abstract

The hyper-saturated global skincare market demands companies to effectively communicate brand value to survive the competition. This study aims to analyze business communication strategies constructed through visual signs on the packaging of SKINTIFIC (5X Ceramide) and The Ordinary (Niacinamide 10%). Using a qualitative method and Roland Barthes' semiotic analysis, this research dissects the denotative, connotative, and mythic meanings within the packaging design elements. The results reveal that both brands construct diametrically opposed myths as brand positioning strategies: SKINTIFIC establishes a "Pop-Science Aesthetic" myth that is approachable, aesthetic, and emotional, while The Ordinary constructs a "Medical Minimalist Aesthetic" myth that is rational, transparent, and objective. Theoretically, this study demonstrates that packaging acts as a silent salesperson within an Integrated Marketing Communication (IMC) framework, independently conducting market segmentation through visual sign systems without human intervention. Practically, these findings provide profound insights for brand communication managers in designing visual identities that effectively communicate scientific authority tailored to specific target audiences. It is concluded that packaging is not merely a physical container, but a critical strategic business communication instrument. It is recommended for future researchers to conduct quantitative studies on consumer perception effectiveness regarding these specific visual signs to strengthen the qualitative findings of this research.