ESENSI PENGALAMAN PEREMPUAN GENERASI Z DALAM MEMAKNAI KONSEP NON-BEAUTY STANDARD PADA KAMPANYE SOMETHINC #YOURONLYLIMIT

Abstract

The development of social media and the beauty industry has contributed to the construction of beauty standards that position certain physical characteristics as ideals for women. This condition has encouraged the emergence of beauty campaigns that offer more inclusive representations, including Somethinc's #YourOnlyLimit campaign, which promotes diversity, self-acceptance, and freedom of self-expression. This study aims to explore the essence of Generation Z women's experiences in interpreting the concept of non-beauty standard within the campaign. This study employed a qualitative approach using a phenomenological method. Data were collected through in-depth interviews with five Generation Z women who had been exposed to Somethinc's #YourOnlyLimit campaign. The data were analyzed through textual description, structural description, and synthesis of the essence of experience. The findings indicate that non-beauty standard is interpreted as acceptance of beauty diversity, freedom to define beauty, self-acceptance, and recognition of self-worth beyond physical appearance. These meanings are shaped by social experiences, interpersonal interactions, and media exposure that occurred before and after participants encountered the campaign. The #YourOnlyLimit campaign primarily functions as reinforcement of an existing reflective process rather than as the sole factor changing participants' perceptions. The study also identifies critical awareness of the paradox between women's empowerment messages and the commercial interests of the beauty industry.