This study aims to analyze the Women’s Representation on Skincare Post of Wardah Beauty Cosmetics Platfrom (A Multimodal Analysis) using Multimodal Analysis by employing Feminist Stylistic Approach (Mills, 2005) and Visual Grammar (Kress, 2006). The research method used is descriptive qualitative. This research analyzed the visual as well as the verbal aspects of Wardah Beauty Cosmetics Platfrom. The platfrom used in this research is Instagram, one of most famous platforms to promote the products through social media. The results of the analysis using Feminist Stylistic Approach (Mills, 2005) show that some terms related to women’s beauty standard are frequently used in the caption such as bright, glowing, soft, and clean skin. In addition, the use of female models by having bright and glowing skin are also often used in its instagram picture to promote the products through Visual Grammar Analysis (Kress, 2006). Wardah Management tend to use a close shot angle and demand images to promote the products, so the viewers can easily see the skin condition and skin color of the models. This research contributes to the understanding of the use of Multimodal Analysis on instagram and its implications to represent women. Besides, this study also found that the beauty standard of the Indonesian females has been influenced by that of Korean’s, Chinese’s and Japanese’s. A new perspective on the verbal and visual realizations of online promotion using instagram of other products and services night be an area need to be explored in future researches.
