Beauty often described as a female quality. Different from other cosmetic
commercials who used female as their star, The Face Shop cosmetic product from
South Korea used male artist as their product endorser. The researcher interested in
reading the representation of beauty in The Face Shop product commercial with
semiotics method and the theory of Representation from Stuart Hall. The analysis
was conducted by putting physical elements from the commercial to John Fiske?s
level of analysis. Hence, the researcher found that beauty arouse from the use of
natural-ingredient-based cosmetic, beauty has the quality of white, soft, dan clean.
Beauty is no longer a taboo for male species, but still, identical with female, or
feminine side.