Abstract
The standard of female beauty established by the media is a woman with a slender body, pure white skin, long hair and black hair. A phenomenon that occurred in 2020 regarding visual pollution, Dove did soft selling by making corporate advertisements about self-love with the #RambutAkuKataAku campaign which featured several women with various hair types and different characters, inviting Indonesian women to be confident and be themselves and they are all feminine women. This study uses a semiotic qualitative research method, by looking at the phenomenon of self-love as a campaign by presenting women who are far different from the constructions of the media and the meaning of femininity.
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